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Stylight uses Appinio to report on fashion trends, based on data

Client

Stylight

Industry

Fashion

Use case study

PR & Content Marketing

Employees

100

The set-up

201 respondents

Women in Germany who own at least one dirndl

10 questions

Duration: 6 h

Situation & challenge

Stylight was founded in 2008 and is now the world's leading search engine in the fashion and lifestyle sector. With over 27 million products available from 1,250 partner shops, the platform attracts more than 12 million visitors from 16 markets every month. Stylight has been part of the ProSiebenSat.1 Group since 2016.

Stylight is not an online shop, but a source of inspiration: Users can find their new favourite product on just one page and do not have to scroll through various online shops. You can then continue your order from the respective partner shop with just one click.

In the connected online magazine, users can find inspiration for fashion, beauty and home & living. Stylight regularly publishes data-based reports on various fashion topics on its Insights page. The reports are based on the analysis of the users' shopping behaviour.

However, not all questions about consumer behavior can be answered from the Stylight data, so Appinio was used as a survey tool to enrich the existing data.

Objective

Stylight wanted to publish a comprehensive report on 2019 dirndl trends and surveyed dirndl owners via Appinio, in addition to their own data analysis.

Solution

With Appinio, Stylight surveyed 201 women from Germany who own at least one dirndl.

The Stylight questionnaire consisted of a total of 10 questions to the target group. Different question types were used, such as single and multiple-choice, as well as open-ended questions.

For example, it was asked how many dirndls the respondents own, how often they wear their traditional clothing per year, how often they treat themselves to a new dress or which shoes they wear with dirndls.

After Appinio's market research experts checked the questionnaire for quality, the survey was sent to the participants. The duration of the investigation was six hours.

Das Ergebnis

Using the Appinio survey, Stylight was able to create a comprehensive 2019 Dirndl Preference Report.

Stylight has obtained detailed information on the purchasing behaviour of Dirndl owners, as well as their usage. The most popular dirndl lengths could also be recorded using the survey which would have taken a long time with internal Stylight data.

The results of the Dirndl 2019 Report were published on the Stylight Insights page and then shared with the press as well as Stylight readers via the German Facebook and Instagram account. The reactions have been very positive.

Data visualisation from the Stylight Dirndl Report:

Stylight Dirdl-Report 2019 beschreibt beliebte Dirndl-Längen ermittelt mit Appinio

„We have worked with Appinio in the past and are enthusiastic about the tool. The creation of the surveys is child's play and in just a few hours you usually have the results you need. The data analysis is also easy to understand. In addition, filter options can be used to check a wide variety of variants and thus make meaningful findings.“

Jana Koch, Content Marketing Manager DACH, Stylight GmbH

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