Google does fashion reporting.

The NYT reports:

In its inaugural report, Google distinguishes between “sustained growth” trends, like tulle skirts and jogger pants; flash-in-the-pan obsessions like emoji shirts and kale sweatshirts; and “seasonal growth” trends, or styles that have come back stronger every spring, like white jumpsuits. It makes similar distinctions among sustained declines (peplum dresses), seasonal ones (skinny jeans) and fads that are probably over and done (scarf vests).

Lisa Green, who heads Google’s fashion and luxury team, said the company had begun working with major retailers, including Calvin Klein, to help them incorporate real-time Google search data into fashion planning and forecasting. “Fast fashion” companies, for example, can take a trend identified by Google and run with it, Ms. Green said....

ADDED: It's so funny to think of weird things becoming fashion trends after Google mistakes searching as an indication that people want to wear something when, in fact, they're curious about it for some other reason. I mean, I'm curious about scarf vests now, just because I don't know what they are, so I'd have to look it up. And if Google's presentation causes people to adopt something that wasn't a real fashion trend, then manufacturers will want to figure out strategies to cause certain words to get searched. Or maybe they'll just notice words that are picking up in the world of Google searching and start making whatever it is — tulle skirts or some such thing. (Aren't people Googling "tulle skirts" just because little girls want them? Maybe not.)