StatSocial Digital Tribes — The Fashion Fourth Estate

Jul 15, 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 “The Fashion Fourth Estate.”

Digital Tribe Summary: The Fashion Fourth Estate

This 80.69% female tribe mostly lives in the city. The majority of its members are between ages 25 and 44.

They are passionate about all things related to fashion, but they share a particularly deep interest in fashion magazines, websites, and blogs.

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

DEMOGRAPHICS — The Fashion Fourth Estate

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 1.61 times. 


Men make up less than 20% of this tribe.

Over 31% of this tribe is between ages 18 and 24, although the presence of those ages 54 and up is 1.38 times larger than the average U.S. audience.

Vivian Vance and Lucille Ball in the ‘I Love Lucy’ episode, “Lucy Gets a Paris Gown.” 

WEBSITES — The Fashion Fourth Estate

Over 32% of this tribe’s members read New York Magazine‘s fashion publication, The Cut, a percentage that is 81.34 times greater than the U.S. average.

Stella Bugbee, editor-in-chief and president of, The Cut

MAGAZINES— The Fashion Fourth Estate

Nearly 42% of this tribe’s members read Vogue, a percentage 14.83 times greater than the U.S. average.

The iconic Vogue cover often credited with ushering in the age of the supermodel. The now famous Peter Lindbergh photo featured Naomi Campbell, Linda Evangelista, Tatjana Patitz, Christy Turlington, and Cindy Crawford

INFLUENCERS — The Fashion Fourth Estate

Designer, writer, and former reality TV star, Rachel Zoe, tops the list here. Over 35% of this tribe are fans, a percentage that is 53.50 times greater than the baseline.

Designer Stella McCartney with her relatively unknown father.   

BRANDS — The Fashion Fourth Estate

All brands are either fashion labels or stylish clothing retailers. The brand named for Diane von Furstenberg, legendary creator of the wrap dress, finds fans here to an extent 97.28 times greater than the U.S. average.

A 2012 photo showing the interior of Anthropologie‘s store on Manhattan’s Upper-East Side.

TV SHOWS — The Fashion Fourth Estate

Fans of ‘Project Runway‘  are in this tribe to a degree 41.45 times greater than the average.

Project Runway‘ judges and hosts, Tim Gunn, Heidi Klum, Nina Garcia, and Zac Posen.

INTERESTS — The Fashion Fourth Estate

Over 34% of this tribe’s members are interested in weddings, and that is 17.87 times larger than the U.S. average.

PERSONALITY TRAITS — The Fashion Fourth Estate

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.

Liberalism, as a personality trait, describes one who who places a high premium on not only their own autonomy and freedoms, but respecting the freedoms of all others.

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We encourage you to reach out to us here.

More information on our data can be found here.

And the links below provide information on a variety of the solutions we provide:

  1. Data & Insights Solutions
  2. Earned Media & Influencer Attribution
  3. Programmatic Audiences

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