Diffusion of fashion trend information: a study on fashion image mining from various sources

Abstract The advancement in the internet and mobile technologies has substantially altered information diffusion in modern society, creating a diverse environment for generating and sharing various forms of information. Specifically, the emergence of new information sources, such as influencers and online communities, has significantly influenced the formation of consumer opinion. We highlight the changes that have occurred in the diffusion of fashion trend information. To do this, we conducted data mining, which involved three main steps: data preprocessing, specifically converting image data (including images from the 2022 F/W season runway collection, fashion influencer outfits, and best items from online fashion retailers) into textual data; data mining analysis (quantitative analysis); and data post-processing. As a result, we found that even items with low or no appearance on the runway held significance in the best item data or fashion influencer outfits. Specifically, the best items on online fashion retailers, reflecting popular fashion trends, had greater similarity to fashion influencer outfits. However, similarities in silhouette attributes were found among runway collections, fashion influencer outfits, and best items data. This study holds great significance because it focuses on fashion items genuinely consumed by the mainstream consumers rather than only focusing on the four major runway collections. Furthermore, these findings offer valuable insights for merchandising and trend forecasting, emphasizing the importance of selectively utilizing fashion trend information in the planning of fashion products.