Googling Fashion: Forecasting Fashion Consumer Behaviour Using Google Trends
Abstract
:1. Introduction
2. Googling Fashion
2.1. How is the Fashion Industry Exploiting Google Trends?
2.2. How Can Google Trends Help Strategic Fashion Management & Marketing Decisions?
2.2.1. Identifying Seasonal Patterns in Demand
2.2.2. Competitor Analysis
2.2.3. Identifying Brand Extension Opportunities
2.2.4. Identifying Better Marketing Terms
3. Data
Burberry Google Trends
4. Forecasting Models
4.1. Autoregressive Integrated Moving Average (ARIMA)
4.2. Exponential Smoothing (ETS)
4.3. Trigonometric Box–Cox ARMA Trend Seasonal Model
4.4. Neural Network Autoregression (NNAR)
4.5. Denoised Neural Network Autoregression (DNNAR)
5. Empirical Results
6. Discussion
6.1. Are Web Searches for Burberry Predominantly Generated by Online Fashion Consumers who are Looking to Shop?
6.2. Google Trends vs. Trend Forecasting Giants (Edited & WGSN)
7. Conclusions
Author Contributions
Funding
Acknowledgments
Conflicts of Interest
References
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Horizon | ARIMA | ETS | TBATS | NNAR |
---|---|---|---|---|
1 | 2.30 | 2.52 | 2.42 | 3.08 |
3 | 2.76 | 2.90 | 2.75 | 4.13 |
6 | 2.99 | 2.98 | 3.07 | 4.06 |
12 | 3.53 | 3.30 | 3.50 | 3.79 |
Horizon | ARIMA | ETS | TBATS | NNAR |
---|---|---|---|---|
1 | 0.72 * | 0.65 * | 0.68 * | 0.53 * |
3 | 0.71 * | 0.67 * | 0.71 * | 0.47 * |
6 | 0.73 * | 0.73 * | 0.71 * | 0.54 * |
12 | 0.80 | 0.86 | 0.81 | 0.75 |
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Silva, E.S.; Hassani, H.; Madsen, D.Ø.; Gee, L. Googling Fashion: Forecasting Fashion Consumer Behaviour Using Google Trends. Soc. Sci. 2019, 8, 111. https://doi.org/10.3390/socsci8040111
Silva ES, Hassani H, Madsen DØ, Gee L. Googling Fashion: Forecasting Fashion Consumer Behaviour Using Google Trends. Social Sciences. 2019; 8(4):111. https://doi.org/10.3390/socsci8040111
Chicago/Turabian StyleSilva, Emmanuel Sirimal, Hossein Hassani, Dag Øivind Madsen, and Liz Gee. 2019. "Googling Fashion: Forecasting Fashion Consumer Behaviour Using Google Trends" Social Sciences 8, no. 4: 111. https://doi.org/10.3390/socsci8040111
APA StyleSilva, E. S., Hassani, H., Madsen, D. Ø., & Gee, L. (2019). Googling Fashion: Forecasting Fashion Consumer Behaviour Using Google Trends. Social Sciences, 8(4), 111. https://doi.org/10.3390/socsci8040111