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This week Google released its inaugural fashion trend report, which uses the data of six billion search queries to forecast upcoming trends for spring 2015.

“With every query typed into a search bar, we are given a glimpse into considerations or intentions,” the report reads. “By compiling over six billion searches, we are able to render a strong representation of the American population and gain insight into this specific population’s behavior.”

The report is touted by Google as a big data project, a term that has been gaining increasing traction and interest in the public sphere –– and for good reason. Big data is not solely the compilation of massive amounts of information, but is also the activation of that data –– or, better said perhaps, the transformation of that data into useful information on which human beings can act.

And when it comes to that definition, Google’s fashion trend report absolutely delivers. The tech giant has announced that the report will be bi-annual, helping to predict trends for retailers across the country for spring and fall. For small businesses, this type of insight is rare, and can be extremely beneficial when used to determine marketing copy, merchandising strategy for seasons and more.

So, according to what your customers are searching, what is most popular for spring 2015? Sweatpants and tulle, apparently.

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Other interesting findings from the report included a steady seasonal decline in searches for “skinny jeans,” and marked proof that not all trends start in cultural epicenters. For instance, searches for tulle skirts that lead to the trend originated near LA, but far outside city limits.

For online retailers, this new report gives great insight into upcoming trends store owners can utilize to fill out shelves and increase revenue. For instance, the following information can give fashion retailers a clue as to what will be most popular, or not, very, very soon:

Season growth search terms:

  • white lace dress
  • high waisted bikini
  • romper
  • shift dress
  • white jumpsuit

Rising stars:

  • neoprene swimsuit
  • emoji shirt
  • kale sweatshirt
  • high neck bikini tops

Sustained decline:

  • one shoulder dresses
  • peplum dress
  • vintage clothing
  • string bikini

Falling stars:

  • normcore fashion
  • 90s jeans
  • scarf vest
  • zoo jeans

Geography, color and fabric trends are also represented in the report. For businesses looking to take advantage of mobile-local SEO or businesses looking to open a new brick-and-mortar location, the geographical data can be extremely useful in helping to identify in which regions particular trends are taking off. This can help to drive your keyword strategy as well as stock different stores in different locations.

For instance, with the jogger pants trend, you can clearly see the movement of the style from the East Coast to the south –– where it is currently most popular.

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In all, this report can help smaller retailers compete with legacy brands by giving them access to insights often only available to the tech industry giants of the world. The report is free for all, and available in its entirety here.

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