FASHION 2014 BAROMETER Style on Screen is a mobile and web-based fashion-finder service that lets you find out what a TV celebrity is wearing, and then buy it in just a few clicks. It means that, with many thousands of consumers now using the trusted Style on Screen service, the company has compiled significant amounts of unrivalled and detailed data about what celebrities are wearing, how many customers are asking for it, and which celebs and fashions are trending all in real time. In developing the 2014 Fashion Barometer, Style on Screen tracked ½ billion tweets every day for a period of 12 months, analysing over 4 million tweets relating to celebrities and their outfits. The results give us unrivalled insight into which celebrities, TV programmes and designers are truly driving consumer trends and fashions.
- Celebrity and Style in 2014 - Our obsession with celebrity culture shows no sign of slowing down, and when it comes to celebrity fashion we ve never been more interested in who s wearing what - and most importantly how we can get the look. Our media-influenced world is such that we no longer wistfully aspire to look like our celebrity of choice - looking like a red carpet A-lister or Saturday night TV star is now a reality. In the coming weeks, commentators, stylists, and big brand names from the world of fashion will be producing their annual Best Dressed and Worst Dressed lists, recapping on what has inspired us from a visual and cultural perspective over the year. Highly regarded fashion industry experts remain the trusted oracle for style trends and key catwalk moments. But now we re all joining in - taking to social media in our millions to chat, blog, vlog and vine in order to share our favourite fashions. It means the gap between celebrity aspiration and actualization is closing. Although the experts provide an informed opinion of the fashion industry, does it really match the attitude of the regular high street fashionista, or the view from the sofa? The Style on Screen Fashion Barometer is something different. It shows what real people are thinking, expressing and buying. It shows us who the most powerful and stylish celebrities are, and which TV shows are driving the fashion trends. - A Measure of True Love - This year we ve analysed more than 4 million fashion-focused tweets to reveal some truly exciting insights. Some of them confirm what we already know about celebrity, television, success and obsession. Others will surprise. For instance, while the fashion industry is renowned for it s obsession with youth, our data clearly shows that the real fashion-interest age demographic is much broader. The 50-year-old male celebrity is driving nearly as much interest as his youthful peers. And what s really interesting about how our data is collected is that in order to be tracked by our system, consumers need to use the word love in their comment about an outfit. Merely being interested, or liking something isn t enough you have to truly love it for our system to pick it up and have an impact on the Fashion Barometer charts.
- The Style icons of 2014 - So, who s in and who s out in the style stakes this year? Long-term celeb trendsetters such as Cheryl Fernandez-Versini and Holly Willoughby continue to hold our interest when it comes to their fashion choices. But they ve been joined by some surprising names whose style received huge interest in the past 12 months. It turns out we re just as interested in Mary Berry s blouse as we are in her bake-offs, and the level of interest in Keith Lemon s wardrobe could definitely be described as bang tidy. Reality TV was at the forefront of female fashion interest with Big Brother and The Voice host Emma Willis taking the style crown by generating more interest in her outfits than any other female celebrity. Just behind her, TOWIE s Sam Faiers and Geordie Shore s Vicky Pattison took 2 nd and 3 rd place respectively. For the boys, Reality TV once again demonstrated its power to engage, with TOWIE s Mario Falcone s fashion style receiving more interest than any other male celebrity in 2014. Interestingly more mature men dominated our Top 10 list with Gary Lineker, Philip Schofield and Gary Barlow all making an appearance, effortlessly styling out the younger boys on the celebrity block. Celebrity couples were also responsible for driving much of the fashion interest, with Mark Wright and Michelle Keegan leading the pack. Another extremely popular couple were national treasures Ant and Dec. Our jungle duo were consistently mentioned throughout the year. This year, as well as our detailed lists of celebrities and TV shows, we ve also included information about fashion purchasing patterns, showing the days and times that we most like to shop on-line, as well as what hardware we re using to do it. We ve very much enjoyed creating the Style on Screen 2014 Fashion Barometer. We hope you find it as interesting, insightful and informative as we do. KINGSLEY MAUNDER CEO, STYLE ON SCREEN
Fashion purchasing patterns Most fashionable day of the year: 24 th August. The MTV Video Music Awards generated more fashion chat online than any other event in the year. The Most active day of the week for people purchasing fashion products: Thursday Most active hours of purchasing activity by Style on Screen followers on Twitter: 2000hrs 2200hrs Most Stylish Female 1. Emma Willis 17.43% 2. Samantha Faiers 16.04% 3. Vicky Pattison 13.76% 4. Michelle Keegan 9.76% 5. Alex Jones 8.24% 6. Jessica Wright 7.77% 7. Cheryl Fernandez-Versini 7.74% 8. Holly Willoughby 7.59% 9. Charlotte Crosby 6.64% 10. Binky Felstead 5.04% Most Stylish Male 1. Mario Falcone 18.78% 2. Gary Lineker 14.83% 3. Ant and Dec 13.63% 4. Mark Wright 9.18% 5. Philip Schofield 8.28% 6. Joey Essex 7.83% 7. Gaz Beadle 7.52% 8. Keith Lemon 7.49% 9. Lewis Hamilton 6.44% 10. Gary Barlow 5.98% Most Stylish Celebrity Couple 1. Michele Keegan and Mark Wright 60.13% 2. Anthony McPartlin and Declan Donnelly 20.84% 3. Nicole Scherzinger and Lewis Hamilton 19.03%
Most Stylish TV Shows 1.TOWIE (ITV) 23.70% 2. Celebrity Big Brother (Channel 5) 22.36% 3. Geordie Shore (MTV) 14.92% 4. Made in Chelsea (Channel 4) 9.46% 5. X Factor (ITV) 8.27% 6. This Morning (ITV) 4.98% 7. Strictly Come Dancing (BBC) 4.87% 8. Britain s Got Talent (ITV) 4.06% 9. The Voice (BBC) 3.75% 10. Big Brother (Channel 5) 3.64% X Factor and Strictly Style-offs Interest in Cheryl s vs Mel B s outfits = 82% vs 18% Interest in Claudia s vs Tess s outfits = 73% vs 27% Most Stylish outfits 1. Jonathan Saunders top and Victoria Beckham Skirt worn by Emma Willis on the Celebrity Big Brother Launch in August 18.48% 2. Sequin Forever Unique dress worn by Samantha Faiers on the Celebrity Big Brother Final in January 13.93% 3. Blue Floral MSGM dress worn by Gabby Logan during Sport Relief 12.18% 4. Pink Kenzo dress worn by Emma Willis on Celebrity Big Brother in August 12.12% 5. BCBG dress worn by Binky Felstead on Made in Chelsea NY 8.74% 6. Black and purple Alice Temperley Dress worn by Holly Willoughby on Saturday Night Takeaway 8.38% 7. Yellow Victoria Beckham dress worn by Emma Willis on The Voice 7.48% 8. Diamond For Eden dress from Muse Boutique on London s Kings Road worn by Alex Jones on Tumble 6.69% 9. Cheryl s Lanvin Kermit dress worn on X Factor 6.21% 10. Ziad Nakad dress worn by Cheryl on C Factor 5.79%
Sport and Fashion Gary Lineker and Lewis Hamilton were amongst the top 10 most tweeted about men in relation to fashion in the year. Rebecca Adlington and Mark Foster received unprecedented interest in their wardrobes during their swimming commentary at the Commonwealth Games. The MSGM dress worn by Gabby Logan during Sport Relief was the third most tweeted about outfit in 2014. Davina McCall s ski jackets got social media tongues wagging during her stint on Channel 4 s Jump. Fashion faux pas DOUBLE TROUBLE: Alex Jones and Emma Willis wearing the same Sandro top on the same night on The One Show and Big Brother s Bit on The Side resulted in significant of online buzz. THE KERMIT DRESS: The Lanvin dress Cheryl wore on X Factor following Simon Cowell labeling it the Kermit dress resulted in a twitter storm. RIO IN RIO: One of the biggest style bloopers to play out through Twitter in 2014 happened within the world of sport. Rio Ferdinand s Easy Jet Pilot look, which he sported during his World Cup Final commentary, received a record number of comments. Most popular devices used to buy fashion online 1. Smartphone 50% 2. Computer 36% 3. Tablet 14% Of the mobile devices used to purchase on-line, Apple s iphone and ipad was used in over 60% of sales. Samsung products were the second most-used devices. All information in this report is based on data generated on Twitter and via the Style on Screen website. The percentage figures listed are based on the total number of mentions generated by the celebrities and shows featured in that specific top 10 or list. Style on Screen 2014