Google has colossal data on Internet users. The firm studies and analyzes all of this data to bring out trends in consumer habits. As a company or brand of ready-to-wear, shoes, leather goods or accessories, knowing this information and the top keywords and fashion searches on Google is essential to optimize its content strategy and SEO.
45% of searches for dresses on Google are associated with an occasion. The wedding comes first, then a formal event, a graduation ceremony, a party and the summer season.
These Google searches are clearly linked to geographic areas. While graduation is prevalent in North America, internet users in Europe are interested in what to wear as a dress in the summer. In France, “summer dress 2020” has recorded an increase of 4,400% over the last twelve months.
This is not the case for other garments that are worn down, which are accompanied by other terms. The pants, skirts or shorts are associated :
Previously, the consumer would ask a friend or a salesperson for advice. Today he puts his question directly to search engines. Between 2017 and 2019, the “best” request thus increased by 15% in the clothing category and by 20% in women’s clothing.
This trend to seek clothing advice online is confirmed on YouTube, as the viewing time of shopping-related videos increased fivefold in the United States between 2016 and 2018.
Bold colors and patterns are gaining momentum in fashion lover’s Google searches. Although white and black remain the most popular colors for tops (36% and 14%), searches for yellow and orange colors increased by 63% and 82% respectively in 2019.
Comfort becomes as important as style. Sure enough, a group of Google scientists analyzed over 6 billion fashion searches around the world. They found that searches for more formal clothing like high heels and anything that is fitted is on the decline, while searches for comfortable clothing like moccasins, ballet flats and loose clothing are on the rise.
More specifically in France, Google queries for the terms “heels”, “slim fit” and “bodycon dresses” have decreased while searches for the keywords “ballerinas”, “large” and “wallet dresses” have increased.
The tendency of consumers to turn to more ethical fashion is reflected in Google searches. Thus, there is an increase in demand for linen clothing. It is the material that has evolved the most rapidly in a year, with an increase in requests of over 70% in North America and Canada, and over 130% in Asia-Pacific, Latin America and Europe.
In France, the search percentages for the keywords “vegan leather” and “organic cotton” are also steadily increasing, and “organic women’s clothing” has recorded an increase of 40% over the past five years.
This panorama of fashion searches on Google in France is revealing. The sector evolves with the times and must adapt to consumer demands. In this sense, Alioze, an SEO and communication agency specializing in fashion, helps you increase your notoriety and visibility by improving your brand image or your positioning, in order to meet the new requirements of fashion aficionados.