Online search volumes for footwear, clothing and accessories in September were up a whopping 82% on the previous quarter, reveals the latest analysis of fashion-related search data from leading independent digital marketing agency, Greenlight.
According to the agency’s latest ‘Fashion Sector Report - Issue 19’, the womenswear subsector saw the greatest uplift, with swimwear emerging the star performer, search volumes of which outstripped those for lingerie, playsuits and maxi dresses.
Greenlight’s report shows there were a total of 15.5 million searches made on Google UK for fashion wear in September compared to 8.5 million in June.
Shoes & accessories accounted for the lion’s share (35%) of fashion-related queries, search volumes being almost six times greater than those pertaining to menswear, which accounted for just 6%.
However, womenswear made the highest gains on the previous quarter, with related search volumes in September totalling 4.2 million, up a staggering 102% on June’s 2 million.
Searches pertaining to swimwear dominated womenswear queries, the keywords ‘swimwear’, ‘bikini’ and ‘bikinis’ combined, making up 6% of searches. In fact when compared to the previous quarter, queries for swimwear in September rose 152% on June levels.
Other popular womenswear searches included ‘bridesmaid dresses’, ‘maternity clothes’, ‘playsuits’, ‘lingerie’ ‘petite maxi dress’, ‘maxi skirt’ and ‘maternity dresses’.
Greenlight ranked the most visible sites to consumer searches for womenswear.
Asos.com emerged as the most prominent for womenswear, in the organic listings. Being visible to in excess of 2.4 million queries saw it attain a 58% share of visibility. Debenhams.com and ebay.co.uk followed with 41% a piece.
Asos.com was also the most visible advertiser for womenswear in the paid listings, achieving a 61% share of voice. Marksandspencer.com and Debenhams.com were not too far behind with 59% each.