Pinterest reveals its Pinterest 100 trend report gleaning search data insights from more than 250 million active users and analyzing patterns for the past year. Noting a minimum six-month trajectory to be validated, upcoming trends are identified across 10 categories for 2019 and some businesses are even using it to tailor product development.
DIY endeavors, sustainable fashion and timeless men’s styles were some of the top trends pushing the needle.
Latching a uniquely exploratory consumer, the ability to organize interests by style, food, beauty, wellness and home categories, among others, reveals segmented trends directly from consumer searches, which may be a resource for retailers wishing to reconnect with their consumers’ desires, perhaps by merchandising strategy, product development or business plan marketing.
Any action within the home or otherwise can spark the imagination of the Pinner. Gaining ideas for party planning, cooking, crafting, grooming and outfit pairing are all tiers of activity discoverable by the Pinterest user and able to be transformed into trend data.
With today’s consumer, the quest for self-improvement through artistic means is satiated by the purchase of products such as journals, canvases and other DIY tasks. Across the hobbies and interests categories, the new normal of the side gig economy is reflected in the pinned trends with “side hustles at home” representing a 690 percent increase in search results. Putting Pinterest data toward its product development, Michaels Stores, an arts-and-craft retailer operating 1,300 store locations across the U.S., isolated past Pinterest trends within arts and craft to create their “Make It Kits” of the past year’s shibori cloth trend.
While a DIY-spirit motivates hobby and leisure, “self-care” increasingly dominates health and wellness categories, marking a 140 percent increase in search results with beeswax wraps, goat milk soap and mud masks painting the image for the coming year.
Narrowing in on the style category, trends reveal “old meets new” as the overarching theme for men’s wear, showing searches for fade haircuts up 84 percent, corduroy up 507 percent and even plaid trousers up 267 percent. As for women’s style, searches reflect a move toward personal style, sustainability and comfort. Search percentage increases within the women’s style category were noted in everything from statement sneakers (up 2,211 percent), snake print (plus 642 percent) and sustainable fashion (up 34 percent) as well as bamboo bags, which swelled 2,215 percent.
Conducting field research and unifying trend data from fashion categories, Larkin Brown, researcher and in-house Pinterest stylist noted in a recent interview of the consumers’ ability to “bring their Pins to life,” perhaps revealing a more actionable purchase path for businesses wishing to be woven into that discovery period.
Trend seeking as a means to inform business decisions may entail meeting the consumer where they already are in their free-time. And through visual search data, further interaction can be fostered between retailer and consumer.