ASOS 'most visible' retailer online
Search engine marketing and optimisation company Greenlight has revealed that major fashion brands have lost visibility online since November 2009 – particularly in the paid advertising space.
Using industry data, gathered in February 2010, to classify 1,100 of the most popular terms UK consumers use online to search for fashion products, Greenlight found there were 6.8 million searches performed in February 2010 for fashion-related keywords – a 13% increase since December 2009.
Womenswear accounted for 51% of searches, compared to a mere 17% for menswear, and with 2.4 million queries, search volume for ‘Dresses’ was at its highest in February, accounting for 33% of all fashion-related searches.
‘Mens Jeans’ was the most search for term in menswear, with search volume more than doubling on November 2009’s 49,500 searches to 165,000 in February 2010.
Only 12 websites were visible for more than 10% of fashion-related search terms in natural search in February, indicating there are massive gains to be made for many players within the market.
ASOS, House of Fraser and Debenhams were the top 3 most visible sites in integrated search (natural and paid search).
Top 10 of the 60 most visible fashion brands in both in natural and paid search, UK
No.WebsiteNaturalPaid1asos.com69%1%2houseoffraser.com61%0%3debenhams.com53%7%4newlook.co.uk32%13%5marisota.co.uk0%40%6very.co.uk0%39%7lipsy.co.uk37%0%8republic.co.uk34%2%9simplybe.co.uk0%31%10littlewoods.com0%31%Source: Greenlight