WGSN Brazil teams up with Google for data-led fashion trends event

WGSN Brazil Google trends event

WGSN Brazil teamed up with Google to host a unique data-led fashion event revealing how consumers are shopping and what they’re looking for.

The Sao Paulo session featured presentations by Google Insight Managers Carolina Rocha and Henrique Simões on the different ways shoppers react to trends plus which categories had the greatest growth in terms of search during Q2.

Following this, WGSN expert Beatriz Modolin spoke about which trends were going to be huge come winter 2016. This included the main themes, colours, styling and the top 10 items men and women would be shopping for.

Modolin used WGSN’s unique data tool WGSN Instock to predict which garments will be big at retail in the Brazilian market next year.

Speaking at the event, WGSN Marketing and PR Manager Clarissa Araujo said: “This is a strategic and unique partnership in the world, Google has excellent tools, which confirm our trend forecasting work. We empower companies to make the best business decisions.”

Key findings revealed at the event on consumer behaviour include:

• 72% of consumers use the Internet (vs. 56% in 2011).

• 64% of internet users who bought clothing researched online before buying.

• 69% of consumers go online via smartphone (vs. 4.5% in 2011).

• 45% of Internet users search to have initial ideas during the process of consuming fashion and almost 50% do so with their smartphones.

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