StatSocial Digital Tribes — Fashionista Passionistas

Sep 1, 2020 | Digital Tribes

StatSocial’s Digital Tribes is a new consumer segmentation model with a social psychographic twist.

Digital Tribes are powered by StatSocial’s Silhouette, the industry’s most advanced Audience Intelligence Platform. Our unique technology enables us to make sense of the billions of unstructured earned and social web interactions that go on each day — allowing you to dive deep into nearly any audience you can imagine.

Using billions of inputs for over 120 million U.S. consumers, we have segmented naturally occurring populations into 100 distinct Digital Tribes.

This entry is a deeper dive into the tribe we call “Fashionista Passionistas.

Digital Tribe Summary: Fashionista Passionistas

One day, fashion shows may very well look like this. Who’s to say? 

This suburban and urban tribe skews a bit female, with over ¼ of its members being at least 54-years of age.

They are united in their loves for beauty, style, clothing, makeup, footwear, and all things fashion.

Please Note: The baseline used to calculate all of the statistics shown below is the average American online audience.

DEMOGRAPHICS — Fashionista Passionistas

EXPLANATION: The index score reports the degree to which the corresponding percentage falls short of or exceeds the baseline. These affinity insights have been calculated using the average American online audience as our index (with a base 100 baseline). The female portion of this tribe exceeds what would be found within the average U.S. online audience by 1.24 times.


Hanging in there, accounting for over 38% of this tribe, men are very much a presence here.

Those ages 18-24 are under-indexed here to a degree that falls 0.28 times below the baseline.

Age divisions are otherwise diverse, but those over age 54 are represented here to an extent surpassing the index by 1.52 times.

70s super model, Jerry Hall, with her beau, Roxy Music‘s Bryan Ferry (with whom she broke things off when a certain, future Sir Michael Jagger came-a-calling).

INFLUENCERS — Fashionista Passionistas

Nine fashion / style names, and then British institution, comedian Stephen Fry, grace this list.

Designer Marc Jacobs finds favor with a segment of this tribe exceeding the index by 3.24 times.

Elle Editor-in-Chief, Nina García, a top influencer with a segment of this tribe that is 5.72 times larger than the U.S. average. 

PRINT MEDIA —Fashionista Passionistas

37.79% of this tribe’s members are readers of Vogue. This percentage is 13.46 times greater than the American average.

The cover of the March 1966 issue of British Vogue featured model Donyale Luna. The issue marked the first time a major international fashion publication put a black model on its cover.    

INTERESTS —Fashionista Passionistas

It’s a short list of interests that are shared among the members of this tribe to degrees exceeding the index. It is a somewhat telling, and on topic list, though.

Beyond the craftiness displayed in the top three most over-indexed interests, we see that beauty — meaning not so much the concept, but the industry, and cosmetics, skin care products, hair care products, etc. — is explicitly of interest to 17.19% of those found here. This percentage is nearly 1⅓ times larger than the baseline. 

One of the internet’s least problematic — indeed, so far unproblematic — beauty influencers, Nikkie “NikkieTutorials” de Jager. 

BRANDS —Fashionista Passionistas

Affordable, fast-fashion retailer, H&M, is a favorite brand of 11.10% of this tribe’s members. This is a segment 6.45 times larger than the average.

Coco Chanel, circa-early-60s. The house Coco built is a favorite brand of 11.43% of this tribe’s members. This segment exceeds the average by 6.39 times. 

WEBSITES —Fashionista Passionistas

A mix of image posting, hosting, and sharing, fashion news, food reviews, retail, video, and social media populate the above road map to this tribe’s web surfing habits.

24.88% of those within this tribe frequent Twitter, and this percentage is 1.63 times greater than the baseline.

Ashley and her primarily fashion-focused YouTube channel, bestdressed, boasts 3½ million subscribers, and easily tops one million (frequently passing three million) views per upload. The video hosting and sharing platform is a routine web destination for 30.09% of this tribe’s members, a percentage exceeding the index by 3.27 times.  

TV SHOWS —Fashionista Passionistas

As goes with this tribe’s shared interests, so goes with the favorite TV shows they have in common.

Only four programs find favor here to a degree exceeding the baseline, and only one to a dramatic degree. That program, however, is definitely one of the few you could expect. ‘Project Runway‘ is a favorite show among a segment of this tribe that is nearly 12 times larger than the U.S. average.

Project Runway judges Zac Posen, Heidi Klum, and Nina Garcia, with mentor Tim Gunn.

YOUTUBE CHANNELS—Fashionista Passionistas

This tribe’s passions for fashion and beauty are evident in many of the most highly over-indexed channels found here.

Hair influencer, Jaleesa Moses, describes herself as “a fine artist interested in inspiring women all over the world to embrace who they really are.” Her channel is a favorite of a segment of this tribe that is 5.12 times larger than the U.S. average.

YouTube beauty influencer, Jackie Aina, whose channel is watched by a segment of this tribe’s members that is 1.70 times larger than the average.

PERSONALITY TRAITS —Fashionista Passionistas

In psychology, the Big 5 personality traits describe a popularly-employed taxonomy that breaks down human personalities into five, broad, over-arching categories.

IBM Watson™ employs this model, and the five traits that give it its name — Openness, Conscientiousness, Extraversion, Agreeableness, and Neuroticism — as the umbrella categories under which numerous, more specific personality traits can be found.

Artistic interests, in a personality context, describes those with a keen grasp of the abstract. They seek to express themselves creatively, but also find unlikely solutions to challenges.

This tribe averages in the 66.45th percentile for exhibiting this trait.

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