How real people wear Mango’s clothes. A Data 2.0 research about fashion brands
A couple a months ago we published a post about coolhunting 2.0 and how fashion trends might be somehow researched through the analysis of looks uploaded by users at streetstyle communities. We are now releasing our project and we can now reveal that we have carried out a study about Mango.
For the development of this project we obtained 3,160 pics uploaded at chicisimo.es, lookbook.nu and chictopia.com during June 2011, on one condition, we picked those which were tagged with at least one garment by Mango. From all these pics we got more than 12,600 different garments from more than 1,300 different brands, which were combined with Mango items by users from 75 countries.
We found out some interesting things. Bags are the preferred Mango’s garments in general terms, and specifically in the cases of Spain and Germany, whilst in the UK they prefer dresses and French love Mango’s shorts. Spaniards’ top outfit by Mango is composed of a dress, a bag and a pair of shoes. In most of the cases, users that wear a Mango’s garment like to combine it with Zara and H&M‘s items, despite in some countries such as the US, the second hand and vintage clothing is even more popular. It is also remarkable the fact that the Philippines is the second country by number of Mango’s looks uploaded, whilst there are only a few Mango stores in the Philippines. Other Asian countries such as Indonesia also has a presence in the streetstyle communities higher than countries such as France, Germany, UK or Italy.
Our goal is to show fashion brands and professionals how data 2.0 such as this might be useful for them in order to get to know what real people is wearing, how they are wearing it and, eventually, how they can use this information to set the trends for the coming seasons.
What do you think?
