How do we compare a trend across segments and geographies?

To compare a trend across segments and geographies, we use its penetration rate: the share of posts in each group that feature the trend.

Because it's a share, not a post count, small and large groups can be compared fairly. A trend can be widespread in Japan even if the US has far more posts overall.

Use it to see who a trend resonates with most, and whether it fits your target consumer.

How to read the values

Values go from 0 to 100. The group where the trend is most adopted is set at 100, and the others are compared with it.

• Example → Cowboy Boots at 100 in the US and 50 in Japan are, proportionally, twice as present in US posts as in Japanese ones

• 100 doesn't mean widespread → it only means this is the group where the trend is most adopted compared with the others. A trend can be at 100 in a group and still be niche there.

The groups we compare

Market segments:

• Trendsetters → accounts handpicked by our fashion experts, the first to adopt new trends

• Early Adopters → fashion-conscious accounts that pick up trends once they start spreading beyond Trendsetters

• Mainstream → the general public, where a trend shows up once it's widely adopted

Age segments → 16-25, 26-35, 36-45, 45+

Sport segments → Running, Training, Yoga & Pilates

Regions → all the countries we track.

Market segments, age segments and regions are all groups within our General Population panel. Sport segments are the dedicated audiences from Insights by Segment.