By Krishna Rao
Topshop connected with consumers via a tie-up with Google to show its assemblage and backstage chatter, online. Burberry used digital and mobile technology to live-stream its collection to its online channels like Twitter and Facebook and enabled viewers to make instant purchases on its site.
Little wonder. According to retail research agency Conlumino, the UK’s £44 billion fashion market will grow a further 3.4% this year. It predicts 11% of sales will be derived from the online channel by the end of 2013 compared to 8% at present.
Search-wise, the latest data from leading independent digital marketing agency, Greenlight, shows the number of consumer online queries for fashion-related products on Google UK grew from 2.5 million in October 2012 to 2.8 million last month.
Searches pertaining to womenswear were most popular, and accounted for 46% of queries compared to 19% for accessories and 8% for menswear.
The search terms ‘Wedding dresses’ and ‘dresses’ proved to be the most popular. Cumulatively they accounted for 11% of all searches. ‘Shoes’ and ‘Prom dresses’ followed.
The agency’s research, ‘Fashion Retail Sector Report – Issue 16’, also ranked the most visible fashion sites for menswear, womenswear and accessories.
Greenlight’s report shows ASOS was the most visible website in the organic listings. The online fashion store was visible to over 1.7 million searches and achieved a 61% share of voice.
Debenhams was the most visible advertiser in the Paid Media space, attaining a 58% share of voice.
Marks & Spencer was the most visible brand in Greenlight’s Social Media analysis.
Table 1: Top 10 of the 40 most visible fashion retail websites in Natural Search and Paid Media listings (January 2013)
*Natural /organic Search – Listings in search engine results pages that appear because of their relevance to the search terms
**Paid Media – an Internet advertising model used on websites, in which advertisers pay their host only when their ad is clicked. With search engines, advertisers typically bid on keyword phrases relevant to their target market.
Greenlight’s report ‘Fashion Retail Sector Report – Issue 16’, profiles search behaviour in this sector. It assesses which brands, websites and review sites are the most visible in Natural Search, Paid Media, and Social Media and hence have the greatest share of consideration when UK-based searchers go to Google UK to look for womenswear, menswear and accessories.
About the author
Krishna Rao is PR for Greenlight, a leading independent digital marketing agency, providing Search and Social Media services. With over 100 blue-chip clients including Santander, Sky and ghd, Greenlight is a leader in the digital marketing space, and is recognized worldwide for its commitment to delivering record ROI for its clients and investing in the future. Greenlight is considered the premier thought leader in the sector publishing widely read industry reports, original research and speaking at trade events. Founded in 2001, Greenlight is headquartered in London, with offices in New York.