HomeFashionThis Wicklow town was branded ‘least fashion-obsessed in Ireland’

This Wicklow town was branded ‘least fashion-obsessed in Ireland’


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The study analysed Google searches for a list of keywords, including but not limited to ‘summer dress’, ‘denim skirt’ and ‘flare jeans’ to determine the most stylish locations in Ireland.

Conducted by plus-sized fashion experts Zizzifashion.com, it examined the search volume tool Google Keyword Planner for a list of fashion-related keywords, including ‘Louis Vuitton bag’, ‘mini dress’ and ‘maxi skirt’ to determine the most stylish towns and cities in Ireland. The locations with the highest average monthly search volume per 10,000 people have been named the most fashionable.

And with just 563 searches per 10,000 people, the people of Bray are searching for fashion-related keywords 39pc less than the nation’s average.

Waterford follows as Ireland’s second most unfashionable town. The study reveals that the south-eastern city has an average monthly search volume of 578 per 10,000 people, which is 38pc below the average in Ireland.

According to the study, Cork ranks in third, with 603 searches per 10,000 people, followed by Navan, with 619 searches per 10,000 people.

Greystones and Dundalk tie as the fifth least trendy locations in Ireland, with 701 searches per 10,000 people.

Ireland’s fashion capital, according to the study, is Cavan, which leads the way as the most trend-setting town in Ireland.

The town has an average monthly search volume of 1,510 per 10,000 people, 63pc above the national average of 928 per 10,000 people; ‘dress’ is the most popular term, with 132 searches per month, before ‘Debs dress’ and ‘summer dress’, respectively.

In second place is Ballina, Count Mayo, where the town’s second most searched-for term is ‘midi dress’, with 133 average monthly searches, after ‘dress’ and before ‘Debs dress’. The town has an average monthly search volume of 1,431 per 10,000 people, 54pc above the national average.

Kildare is the third most stylish location in Ireland. Home to the Kildare Village shopping outlet, the town searches for fashion-related terms an average of 1,391 a month per 10,000 people, 50pc higher than the country’s average. ‘Marc Jacobs tote bag’, with 41 average monthly searches, is the third most popular term, following ‘dress’ and ‘Debs dress’.

A spokesperson at Zizzifashion.com has commented on the findings and pointed to a “lack of shopping centres” in the towns that performed poorly.

“Cavan, Ballina and Kildare have officially been crowned Ireland’s fashion capitals. It’s interesting to see smaller towns dominating the top ten most stylish locations, rather than the nation’s more crowded cities. Dublin, for example, comes in as the tenth most stylish location, while being the only city mentioned in the top 10,” they said.

“This may be due to the lack of diverse shopping centres located in Ireland’s lesser populated towns, suggesting that more rural residents are choosing to shop online. However, these findings may also be signalling that Ireland’s towns are leading the way in fashion this summer as people search for the latest trends and fashion must haves.”

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