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Nethunting download

After coming back from our lovely trip from Lisbon we had nethunting classes, where we presented our research focused on our main project to improve the transparency and clarity for the consumer involvement within the textile supply chain. We used tools as Brandwatch, Google Trends, Google Advanced Search and Twitter Advanced Search to gather and later analyse relevant information.

Our main objectives were to understand the textile industry conversations, clarify industry’s current impact, visualize an overall mood related to fashion and identify the examples of primary contributor posts within the set parameters and primary authors.

Below you can find a table with main observations from every tool.

Main observations:

Google Trends

Comparison between: Zara - H&M - Uniqlo

  • Zara has been leading the fast fashion companies for more than 5 years.

  • H&M’s presence is half of Zara’s size.

  • Uniqlo is big in Asia, but still growing internationally.

Comparison between: Second hand Clothes - Used Clothes - Recycled Clothes

  • Second hand clothes searches mostly have to do with shops and stores.

  • In Used Clothes, people are searching “where to send used clothes” in America, and “where to buy used clothes”, in Africa.

  • Recycled Clothes only appeared in 1st world countries.

Comparison between: Sustainable Fashion - Fashion Shopping - Fast Fashion - Fashion Trends

  • For the last 5 years, fashion searches were about trends.

  • Only within the last year, the understanding about Fast Fashion outgrew the interest in shopping.

Google Advanced Search

Empowered young generation

  • The rise of “woke” consumers is one of the trends in the fashion industry. They believe that companies have a responsibility to address environmental and social issues.

New saving-planet initiatives

  • The Fashion Transparency Index, The Sustainability Pledge, Fashion’s Next Tren are tools to push the world’s largest fashion brands to be more transparent about their social and environmental efforts.

Uneducated customers

  • Textile brands have started using consumer awareness tags to educate consumers on the use of their products.

  • Consumer habits have changed towards a massive amount of garments purchased, which affects sustainability implementation.

More clothes equals more pollution

  • Polyester pollution, microfibers from synthetic fabrics are released into the waterways. The small size of the microfibers means they are easily consumed by fish and other wildlife.

  • Fashion production makes up 10% of humanity's carbon emissions, dries up water sources, and pollutes rivers and streams.

Twitter Advanced Search

Brands Responsibility

Retailers are taking advantage of consumers' sustainability worries, to market their “eco” products - greenwash.

Consumer Behaviour

Identity, cost and convenience out-weight consumers' ethos and purchasing habits.


Can drive change in the Textile Industry.

Brand watch

Top Authors

  • Primary contributors are ‘Pop culture content’ not necessarily factual or research.

Media Sources

  • News sources are communicating fear and sadness focused content.

  • Twitter leans towards positive, innovation, and change focused content.

  • Blogs Forums appear to be used for more aggressive self expression content.

Top Mentions

  • Fast luxury brands growth.

  • Discussion surrounds eco-friendly materials, and recycling viability.

  • Impact of textile technology, higher-quality to extend product lifespan.

  • Social awareness and sustainable awards.

The consumerism culture is very present in every conversation, this is a driver.

Here are some Brandwatch’s visuals presenting top phrases, keywords, trending topics from Twitter mentions:

And our qualitative analysis results:


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