Statistics: Style Identity Celebrates 4.3 Years
Approximately four years and three and a half months have passed since Style Identity has welcomed its first client. Thank you to all of my clients for your trust and support over the years. My client-related statistics bring me joy and order and I absolutely love keeping track of them. Thus, let me share them with you. You can compare them with year one, year two and year three.
Colour Types
Let’s start broadly. What is the most frequent Season: Spring, Summer, Autumn or Winter? Autumns (aka Autumn Colour Types) are by far the most frequent in my studio. Based on the graph below, 50% of all of my clients to date have been some kind of an Autumn. This is wild! People with an Autumn colouring are strongly represented in Switzerland. On the other end of the spectrum, Springs (12%) have been the rarest in my studio.
When it comes to tonal directions (Cool, Warm, Soft, Bright, Deep & Light), let’s compare and contrast the opposites. Warm Types were more frequent than Cool Types, Soft were more frequent than Bright and Deep were more frequent than Light Colour Types. Overall the Deep (aka Dark) tonal characteristic was the dominant one (32%), followed by the Soft tonal characteristic (22%).
Let’s have a look at the detailed distribution of the Colour Types. In comparison to the previous years, the graph finally features the elusive Bright / Clear Spring. I couldn’t contain my surprise, joy and excitement the day I draped a Bright / Clear Spring for the very first time. It was a long-awaited moment on my colour analyst journey. Thereafter, for months on end, Bright / Clear Spring was the rarest Colour Type among my clients. However, the past few weeks have been unusually rich in Spring Colour Types and as a result, the Bright / Clear Spring (3%), Light Summer (3%) and Cool / True Summer (3%) currently share the rarest post. The tree most frequent Colour Types to date are Deep / Dark Autumn (22%), Soft Autumn (15%) and Warm / True Autumn (13%).
Note: The Soft Autumn statistic includes the values for Soft Autumn Deep and Soft Autumn Light. The same applies for the Soft Summer.
Colour Fans
What take-home colour fans were the most popular among clients? It’s important to note that I don’t always have the full variety of fans on stock, hence why the pie chart below isn’t 100% objective and accurate. This is the last time I am sharing this chart on the blog as it is biased. With regards to sourcing and colour fans, I am currently following more nuanced guidelines. I look at each Colour Type in isolation and only source the highest quality (in terms of colour precision) fans for that particular type. Moreover, I follow separate statistics on what fans are more vs. less popular among the clients of each and every Colour Type and source accordingly.
Image Archetypes
In terms of Image Archetype Families, most of my clients belong to the Dramatic Family (35%) followed by the Natural Family (29%). On the one hand, it is understandable, as many of my Image Archetype clients were quite tall (or better said, definitely not short). This is highly influenced by the geography (German-speaking Switzerland, close to Germany & Austria…).
On the other hand, I wouldn’t say that Dramatics (D) and Soft Dramatics (SD) are the most frequent body types in Switzerland / in the world / generally speaking. I actually suspect that D and SD women are simply more prone to seeking advice related to their body shape. Why? Because the general way of dressing in Switzerland is particularly unsatisfactory as well as unflattering for D and SD women. I dare say that D and especially SD women in Switzerland struggle greatly to dress to their advantage on a day-to-days basis.
Let’s look at the Image Archetype (IA) breakdown in greater detail. Soft Dramatics (SD) & Soft Naturals (SN) are the most recurring types. I haven’t had the following types yet: Romantic (R), Classic (C) and Flamboyant Natural (FN). Pure Cs are extremely rare. When it comes to Rs, I only had TRs in my studio and they amount to mere 6%. What shocks me is that I haven’t had a FN yet. This is by no means a rare type in Switzerland (on the contrary). One could argue that if I didn’t use the Natural (N) category, some of the clients in N would be in FN. Yes, fair enough. But this would still be a rather low percentage. Maybe the explanation is on the flip side of the SD argument, i.e. FN women in Switzerland might find it particularly easy to dress to their advantage on a day-to-day basis and as a result, they are less likely to seek body type related style advice. Who knows. Let me know what you think in the comments below.
Demographics
My clients are overwhelmingly women, with men representing only 7% of my clients. There has been a steady decline of men interested in Colour Analysis: 25% year one, 24% year two, 13% year three and only 7% year four. Ladies, don’t forget to send your husbands, boyfriends, brothers and sons to Personal Colour Analysis. Both men and women wear clothes every day hence both sexes profit from the know-how.
Geographically, most of my clients are from the canton of Zurich. Having said that, I was blessed with clients who travelled from Basel, St. Gallen, Lucerne, Bern, Uri as well as Ticino. A few of the Image Archetype clients were from abroad (the IA session can take place virtually).
My youngest client was 18 years old. I don’t know the precise age of my oldest client(s) (late 60s perhaps?). The earlier you discover your Colour Type and Image Archetype, the better. You will save yourself time, money, stress as well as frustration from unsatisfactory purchases.
Let’s see what the following 12 months bring! Thank you for reading the blog.