Utilizing search data

The phrase “Search data” is a polysemous term with a broad array of definitions used in vastly different scenarios. A simple definition of search data in this specific case I will be introducing is the collected data of the concerns and queries one enters into an available search engine, typically presented in the statistical format.

This data is up to date, constantly updated and relatively easy to access and track. It also has the ability to be decently reliable when utilized well - so why is it, to some measure, underexplored?

Unfortanately, there aren’t any groundbreaking answers to this question - it simply lies in the lack of awareness we have regarding new and emerging technologies, along with the fact that the target audiences looking to exploit this technology are mainly those working in the commercial field. However, with the current rise in consumerism and related behaviors, I believe that the proper utilization of search data may play a dominant role in tackling the issue - and this is my proposed solution.

In this case scenario, I will be targeting the economic aspect of the fashion industry, but I believe this example applies to any forms of conspicuous consumption - or in simple terms, the desire of owning something that is rising in popularity.

With autumn coming up, a product that has grown in commerciality- or how the industry calls it- “in trend”- are ruffled tube dresses.

Now, It’s important to note that not all trends are the same. Within recent years, trends have been generally classified to either be macro or micro trends, which are identified by their patterns of growth. The former is more likely to leave a long lasting impact and still hold relevance for a decently long period, while the latter is typically targeted towards a niche group of consumers and is less likely to leave a significant change.

In terms of fashion, macro trends are the pieces of attire you wouldn’t require an occasion to wear, and are generally flexible in a way that you’d like it at age 12 as much as you would at age 40. Micro trends are the exact opposite. They’re the type of clothing that you’d either require an exceptionally specific scenario to wear - like christmas sweaters, or maybe they only look good when worn with another specific piece of attire - so you’d have to buy both- and a month after you buy them, everyone and their cats start calling them ugly (and outdated!) - so you’d have to buy something new….. which is pretty much textbook consumerism.

Of course, I’m not trying to say that search data would magically cure this issue - nor is there anything inherently wrong with consumerism when you yourself are capable of maintaining it and if we decide to put away all the environmental aspects - but sometimes, it’s difficult to identify whether a product is trending in a macro or micro way - so here’s a quick example on how you can do that through the help of search data.

Again, we’ll be looking at ruffled tube dresses, and why I would classify them as a micro trend.

As I have mentioned previously, micro trends are mainly intended for a niche group of people. The trend of ruffled tube dresses may be fueled by specific short term aesthetics, suggested by its dominant keywords “Siren core”- an extremely specific interest. The dress itself also generally consists of lightweight fabric and seasonal color choices, which limits its flexibility.

Through the collection of search data -  my research has also shown that the interest for ruffe dresses have decreased by around 10% within the month of September, indicating that the trend itself is short term.

Of course, there’s a limit to how accurate this data can be. However, I believe that some forms of overconsumption could be reduced through this method. Afterall, rather than removing something completely - it’s much easier to simply reduce its amount.

As a whole, I personally hold a strong belief that any form of technology was not invented for a single purpose, and there are many other ways we are able to make use of search data - this is simply one of the many examples I'd like to introduce.