While we enjoy being your resource for the fashion finds each season at InStyle, it seems that Google has also officially become a player in the trend forecasting game.
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According to a report by The New York Times, the search engine is using the data it gathers to help brands such as Calvin Klein determine what users are hungry for, in order to incorporate those fashion wants into upcoming collections.
So what trends are U.S. customers Googling this spring? Tulle skirts have had a 34% growth in popularity since January 2014 according to the brand’s research, while midi skirts have been making a quiet comeback since 2013. Jogger pants, too, are on their way back—especially those decorated with emojis.
“We’re interested in being powerful digital consultants for our brands, not just somebody they can talk to about what ads they can buy online,” Lisa Green, head of Google’s fashion and luxury team, told the Times. “They can say, ‘Google has identified this as a trend, and we have six weeks to get this out on the racks.'”
This is not the tech company’s first foray into fashion—they already boast product aggregator Google Shopping and local delivery service Google Express. We can’t wait to see our “how-to-wear” searches answered on the runway.
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