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How Twitter Analysis Predicts New Fashions in Decorator Rugs

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In 20111, Analysis of Tweets from attendees of New York Fashion Week had predicted florals would be the  No. 1 print pattern in 2012. Drew Barrymore and other stars (see below) appeared in prints today.

Would it be valuable if you knew before you purchased a decorator rug or a sofa if the look will stay fashionable for many years or if it will qucikly become dated? A major reason clients hire an interior designer is for the designers knowledge of decorating fashions. Designers who create timeless, fashion forward interiors usually enjoy repeat business from cleints.

Leading interior designers stay abreast of fashions and some even try to develop a longer term vision of where fashion may be heading in decorator rugs, fabrics and lifestyles.

Unfortunately, the traditional sources of fashion intelligence are not as informative as they used to be.  Are you still enjoying leafing through Architectural Digest, Veranda, Elle Décor and House Beautiful? Are Design Center showrooms and the High Point Furniture Market inspiring to visit? Are fabric reps still bringing exciting new fabrics each season? Do you think these sources are no longer providing the market and fashion intelligence that you need?

As traditional sources of market and fashion intelligence dry up, the Internet is providing everyone a vast and confusing array of decorator rugs, furniture and lighting from untested sources. Clients are increasingly searching the web and bringing new styles of decorator rugs and furniture to their interior designer for consideration. Some clients may even buy a decorator rug or a sofa from a sale website and then discover too late that it does not produce the "Wow"! that they had hoped for.

Fortunately, the same Internet that has hurt traditional businesses, is now providing a new more scientific way to predict changes in fashion. Interior designers who learn to use the new sources will be able to better keep up with changes in decorating fashions.

A London based digital start-up called Editd has started an inovative fashion trend spotting service. Editd collects valuable fashion clues by searching and crawling websites of big and small fashion brands as well as by monitoring mentions of new fashions on Twitter, Facebook and blogs. Editd also collects Tweets and Facebook mentions from Fashion Show attendees in New York, Paris, Milan and London as well as from buyers at trade shows. Editd co-founder Julia Fowler was a fashion designer and she uses this background to make sense of the hundreds of thousands of tweets and Facebook mentions to come up with the "mind share" of a particular fashion.

But what do changes in women's fashion have to do with decorative fabrics and decorator rugs?  I have been following trends in women's fashions for many years and have repeatedly seen trends that first appeared in women’s fashions appear in decorative fabrics and decorator rugs a year or two later.  I am thrilled that we now have data from Editd to help all of us make more grounded predictions of fashion changes in decorator rugs and fabrics.

Here is an example of what you can learn:

After analyzing 300,000 daily tweets and updates from the 2012 Spring Summer New York Fashion Show at Lincoln Centre, Edita wrote:

“What people say on line, especially influencers or those actually at each show, is what we pay attention to in our analysis, because they provide us with the raw data to determine the success of a designer or style beyond an assuring nod from an infamous editor.

“According to Nielsen, opinions like these are more important to a label than you would imagine. Their quarterly social media report earlier this week found that active adult social networkers are 47% more likely to be heavy spenders on clothing, shoes and accessories.

Here are the top 10 Print fashions from the 2012 Spring, Summer Fashion Show in New York:

1.       Floral

Seen in: Peter Som, Rodarte, Karen Walker

Flower power is back for SS12 with bold colors and blown-up scales being the talk of the town. Peter Som's photo-realist florals in hot pinks and vivid blues felt crisp and fresh. Over at Rodarte, the Mullevay sisters had a hoot playing with Van Gogh’s sunflowers, splashing them over 50s prom dresses. Retro florals at Karen Walker were freshened up with print-on-print layering.

Seen in: Proenza Schouler, Richard Chai

3.       Graphics

Seen in: BCBG, Jen Kao, Carolina Herrera

4.       Checked

Seen in: Marc Jacobs, Y-3, Steven Alan

5.       Polka Dot

Seen in: Luca Luca, A Détacher, ADAM

6.       Mixed Patterns

Seen in: Vivienne Tam, Chalotte Ronson

7.       Paisley

Seen in: J. Crew, Preen, Thakoon

8.       Distressed

Seen in: Michael Kors, Nicholas K

9.       Ikat

Seen in: Proenza Schouler, Mara Hoffman

10.   Bleached

Seen in: Charlotte Ronson, Betsey Johnson

About  EDITD

EDITD connects fashion, luxury and apparel people with the data they need to make better decisions. EDITD is a cloud-based social, commercial and factual observation instrument, giving businesses the ability to quickly understand trends and market dynamics, both historically and in real time. Far beyond inspiration, EDITD is factual information; essential for how the fashion industry is evolving.

as if to prove the validity of EBITD's data here are pictures of Hollywood stars wearing Trend #1: Florals. These pictures appeared just today!

                                                        Drew Barrymore

                                                       Michelle Williams

                                                        Rachel McAdams

Future blog posts will illustrate my predictions for decorator rugs, fashions and trends for 2012 and beyond.