The Mountain View company presented a sequel to the Year in Search project, in which it analyzes the most frequent user searches and compiles a list of the most popular topics. The research is being conducted in almost 70 countries around the world in dozens of different directions. Among them are music, TV shows, weddings, technology, sports, diets, Hollywood and fashion. So, according to Google experts, in 2019, Russian users were mainly worried about four questions: who are Kojima and Vladimir Zelensky, how to make a vacuum and meditate correctly, what to see in Kazan and Kaliningrad and what to wear with a pleated skirt and culottes. The next most popular wardrobe items were boots, belt bags, scarves, leather skirts, bicycles, jeans and berets. In addition, users were interested in how to wear scarves and coats.
1 of 5 Victoria Beckham boots © press service Mary Katrantzou pleated skirt © press service Prada belt bag © press service Chapurin culottes © press service Yves Salomon beret © press service
For comparison: in other countries, users were not looking for specific things, but styles. For example, over the past year, US residents have been googling camp style (it was he who became the theme of the exhibition and ball of the Metropolitan Museum of Art Costume Institute), e-girls style (bright, sometimes surreal images became popular thanks to TikTok) and steampunk. In addition, Americans were interested in preppy, vintage and emo style - we don't lose the chance to return 2007.
The Moscow-based company conducted a larger study and analyzed the change in search queries for 2018. So, according to Russian experts, since 2017, the interest of users in clothes (by 10%) and shoes (by 7%) has increased. They usually search for luxury brands (Balenciaga, Gucci, Coach, Louis Vuitton, Alexander McQueen, as well as Russian 12storeez), mass market (Reserved, Modis, Intimissimi, FunDay, Uniqlo and H&M) and retailers (AliExpress, Wildberries, Joom, Lamoda and Pandao). “Many fashionistas are ready to mix not only styles and textures, but also brands,” the authors of the study say. - 21% of users who searched for premium clothing on Yandex also looked through collections from the mass market, and 15% were interested in purchases from retailers. And vice versa: 10% of those who prefer budget outfits,showed interest in the luxury segment”.
1 of 5 Burberry Hoodies © Dr. Martens © press service Maison Margiela oversized down jacket © press service Palazzo trousers Essentiel Antwerp © press service Bermuda Jejia © press service
In the Clothing category, Yandex users submit 26 million queries per month. Outerwear, dresses, underwear, jeans and T-shirts are most often searched for, and the growth in interest in the latter has increased by 20% since 2017. A separate trend, as analysts emphasize, is the fashion for everything broad and voluminous. Interest in oversized models (especially hoodies, culottes, bermuda and palazzo trousers) has grown by 33%.
In the footwear category, most of the search queries are made up of autumn footwear - sneakers, trainers, ankle boots, boots, brogues and oxfords. A little less often in the search engine they look for shoes for the winter (boots, felt boots, boots and ugg boots), and light spring shoes (slippers, slip-ons, espadrilles and moccasins) account for 4% of the total number of all queries on the topic.
Yandex devoted a separate research item to purchasing behavior based on gender. Women formulate their requests more specifically ("wedding dress", "wedge shoes", "shoes made from natural materials"), while men are not satisfied with ready-made offers, preferring tailoring services (especially shirts) to order. Representatives of both genders are united by an interest in sports shoes: women began to look for sneakers on a platform, and men in the search process indicate not so much the model of sneakers as their color, seasonality and purpose (everyday, running, basketball, trekking).
A little earlier than Yandex - in September - the personal recommendation service Lyst published its data on user requests. To do this, analysts analyzed the shopping habits and behavior of online shoppers in Russia and other countries who search, browse and purchase fashion products from more than 12 thousand brands and online stores.
1 of 9 Dolce & Gabbana dress © press service Dolce & Gabbana bag © press service Black raincoat Vetements © press service Balenciaga Triple-S sneakers © press service Vetements X Reebok Genetically Modified Pump © press service
According to the report, Dolce & Gabbana is the most popular brand among Russian buyers, and this did not surprise the platform's international experts at all. “The Russian fashion industry is now in the foreground of global trends, but the style preferences of citizens are still very different from those in Europe,” the researchers comment. - Russian women love to dress up, they often show fashionable dresses and high heels. It is therefore not surprising that the Italian luxury house has taken a special place in their heart."
For bulky black raincoats, Russians go to Vetements. The shoe favorites were the Vetements X Reebok Genetically Modified Pump, Nike Air Force 1, Nike Jordan and Balenciaga Triple-S. The study also says that Russians like to look for new clothes during lunchtime (13:00), and most of them make purchases from a tablet (64%). At the same time, the average purchase price for men is $ 245, and for women - $ 350.>