New Look’s share of the online fashion business increases

Posted by Jason Clowrey on

New Look’s share of the online fashion business becomes the largest as they dominate the the UK

New Look

With an increase of four positions from Q1 New Look are now first on the leaderboard of online clothing retailers.

The study was gathered from the top 3,000 most valuable Google search terms in the UK that were relevant to the fashion industry. These were the top revenue generators from the second quarter of the year.
New Look were top of the fashion leader board report from Pi Datametrics. They beat household names such as Debenham's and House of Fraser even though they were only founded in 1969 in Somerset.
The fight for the top position was fought closely by New Look and Next, however New Look just pipped Next by the end of June
With high street stores suffering and plans for New Look to close 60 physical stores to reduce rent costs, the news of their online presence is welcome new for the fashion chain.
With New Look’s CVA arrangement earlier in the year the closure of the stores is aimed at protecting the business going forward. Unfortunately there will be job losses upwards of 980 staff.
UK fashion leaderboard: share of voice in Google
1) New Look 7.81%
2) Next 7.47%
3) Boohoo 6.44%
4) Debenhams 6.3%
5) PrettyLittleThing 6.08%
6) ASOS 5.88%
7) Missguided 4.8%
8) River Island 4.56%
9) Sports Direct 3.95%
10) Zara 2.75%
11) House of Fraser 2.49%
12) Amazon UK 1.89%
ASOS, who are an online trader only fell the furthest. They were sitting at the top of mountain earlier in the year in Q1, however by the end of Q2 they are now only in 6th place. This has allowed the Boohoo Group to improve their online share to a combined 12.5% from both and PrettyLittleThing.

Top 10 fashion search terms in Q2 2018

Keyphrase Total Google searches in UK in Q2
Dress 903,000
Maxi dresses 639,000
Jumpsuit 693,000
Bikini 693,000
Summer dress 657,000
Playsuits 360,500
Swimwear 291,000
Black dress 271,500
Denim jacket 255,000
Shirt dress 255,000
Unlike the US market the UK leaderboard is dominated by affordable brands rather than luxury brands. In the states the US rankings look completely different with Macy’s (1st) and Nordstrom (3rd) the pricier brands sharing the top spots.
There is one strange inclusion at number 10, Wikipedia. Of the 3,000+ keyword search queries analysed they performed extremely well even though they have no plans to venture into the American fashion business.
As search marketers as always said “Content is King”, and Wikipedia has tons of great content on fashion products and clothing terms. This is how they achieve such great rankings and a position on the leaderboard. This also means that there is space in the market for non-ranking apparel brands to steal a share of the front page key terms - it’s not yet saturated by the retailers alone.
US fashion leaderboard: share of voice in Google
1) Macy’s 13.5%
2) Forever 21 7.75%
3) Nordstrom 5.1%
4) Charlotte Russe 3.86%
5) 3.78%
6) Target 3.54%
7) H&M 2.92%
8) Express 2.65%
9) FashionNova 2.64%
10) Wikipedia 2.53%
11) American Eagle Outfitters 2.45%
12) Urban Outfitters 2.17%

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