Menswear "yet to make its mark online"
18 October 2011 09:46
The UK market for online fashion is expected to be worth £4.8bn by the end of 2011, according to market analyst Mintel. However, going by the latest independent analysis of online fashion-related search data, undertaken by specialist search and social marketing agency Greenlight, menswear has quite some ground to make up.
Greenlight's latest report 'Fashion Retail - Issue 10', reveals that of the 1.1 million fashion-related searches conducted on Google UK in July, almost 50% of terms related to womenswear compared to just 16 per cent for menswear.
The report, which profiles search behaviour in the fashion retail sector, found the number of searches for womenswear was over three times greater than for menswear, totalling 551,780 and 178,919 respectively, in July.
Greenlight's report analysed which brands, retailers and review sites were the most visible in both natural search and paid media results and thus had the greatest share of consideration when UK consumers searched for clothing on Google UK.
In natural search, ASOS was the most visible site for womenswear accounting for 90 per cent share of visibility. It was followed by House of Fraser with 68% then Boohoo with 53%.
ASOS was likewise the most visible site for menswear-related searches in natural search, accounting for 68 per cent share of visibility. Debenhams followed with 47% and House of Fraser with 45%.
In paid search, Very was the most visible advertiser for womenswear, achieving a 78% share of voice whilst Jaeger, with 48% was the most visible advertiser for menswear.
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