Last week’s London Fashion Week was a strong reminder of how competitive the fashion industry can be. Bright neons, lively animal prints, stunning designs – leading fashion retailers moved well past the week’s physical audiences to showcase their latest collections on the internet.
Topshop connected with consumers via a tie-up with Google, showing its assemblage and backstage chatter online. Burburry used digital and mobile technology to live-stream its collection through Twitter and Facebook, enabling viewers to make instant purchases on its site.
There is little wonder – retail research agency Conlumino predicts that Britain’s £44bn fashion market will grow a further 3.4 per cent this year. It predicts 11 per cent of sales will be derived from the online channel by the end of 2013, compared to 8 per cent at present.
The latest data from digital marketing agency Greenlight shows that 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 related to womenswear were most popular, accounting for 46 per cent of queries (compared to 19 per cent for accessories and 8 per cent for menswear). The search terms “wedding dresses” and “dresses” were the most popular searches, cumulatively accounting for 11 per cent of all searches, followed by “shoes” and “prom dresses”.
It’s a growing market – but which fashion retailer is king of online?
According to Greenlight’s latest Fashion Retail Sector Report, the fashion retailer with the most visible fashion site for menswear, womenswear and accessories is ASOS.
ASOS, the online fashion store, was visible to over 1.7 million searches and achieved a 61 per cent share of voice.
In the “paid media” space, Debenhams was the most visible advertiser, attaining a 58 per cent share of voice. Finally, in Greenlight’s social media analysis, Marks & Spencer was the most visible.
Here is the top ten most visible fashion retailers online (natural search):
- Asos.com (61 per cent)
- Debenhams.com (46 per cent)
- Houseoffraser.co.uk (30 per cent)
- Next.co.uk (29 per cent)
- Amazon.co.uk (27 per cent)
- Very.co.uk (16 per cent)
- Marksandspencer.com (14 per cent)
- Riverisland.com (11 per cent)
- Johnlewis.com (8 per cent)
- TKMaxx.com (8 per cent)