REPORT FOCUS: Natural Search Paid Media Integrated Search

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1 The greenlight sector REPORT FOCUS: Natural Search Paid Media Integrated Search An exclusive snapshot of the online Search landscape APR 2015

2 Report Overview Executive Summary This report profiles search behaviour for the online Fashion sector. It analyses which websites, advertisers and brands were most visible in the Google UK Natural Search and Paid Media listings, when consumers searched for Fashion-related terms. In our analysis we established that: In April, 18.6 million searches were made by consumers searching for Fashion-related terms on Google UK. Queries for shoes & accessories-related keywords accounted for 35% of all searches made for the sector. The search term 'dresses' was queried 246,000 times, accounting for 1% of all searches made for the sector. asos.com was the most visible website in the Natural Search listings, achieving a 62% share of voice. amazon.co.uk was the most visible advertiser in the Paid Media space, achieving a 57% share of voice. asos.com ranked at the top of our Integrated Search league table, as it achieved a dominant share of voice in the Natural Search and Paid Media listings. Percentage breakdown of searches made for each subsector: Fashion Sector Report April 2015 The most visible websites and advertisers on Google UK 2

for the online Fashion market in the past 12 months. Number of searches by subsector At a glance In April, 18.6 million searches were made for fashion-related keywords.

3 April Overview In April 2015, 18.6 million searches were made for Fashion-related terms. The graphs below show a breakdown of the number of searches made for each of the subsectors analysed in this report, as well as an overview of the total number of searches made for the online Fashion market in the past 12 months. Number of searches by subsector At a glance In April, 18.6 million searches were made for fashion-related keywords. Searches for shoes & accessories keywords were most popular, accounting for 35% of all searches made for the sector. Retrospective 12 month view of the online fashion market Get in touch to discuss your site s specific performance T: +44 (0)

4 Natural Search Fashion: Overall 18.6 million searches In April 2015, 18.6 million searches were made by consumers searching for Fashion-related keywords. The league table below shows which websites were most visible in the Natural Search listings on Google UK for the 16,216 keywords analysed. Top 10 search terms: Overview: In April, the keyword dresses was queried 246,000 times, accounting for 1% of all searches made for Fashion-related keywords. asos.com was the most visible website, achieving a 62% share of voice through ranking for 8,442 keywords, including the search terms dresses and prom dresses. The 20 most visible websites: debenhams.com attained a 47% share of voice through ranking for 8,396 keywords, including the search terms bridesmaid dresses and swimwear. Fashion Sector Report April 2015 The most visible websites and advertisers on Google UK 4

Top 10 search terms: Overview: In April, the keyword dresses was queried 246,000 times, accounting for 8% of all searches made for Dresses-related keywords. asos.

5 Fashion: Dresses 2.9 million searches In April 2015, 2.9 million searches were made by consumers searching for dresses-related keywords. The league table below shows which websites were most visible in the Natural Search listings on Google UK for the 1,222 keywords analysed. Top 10 search terms: Overview: In April, the keyword dresses was queried 246,000 times, accounting for 8% of all searches made for Dresses-related keywords. asos.com was the most visible website, achieving an 81% share of voice through ranking for 983 keywords, including the search terms dresses and prom dresses. The 20 most visible websites: missguided.co.uk attained a 64% share of voice through ranking for 782 keywords, including the search terms shirt dress and dresses uk. Get in touch to discuss your site s specific performance T: +44 (0)

6 Natural Search Fashion: Fashion generics 3.2 million searches In April 2015, 3.2 million searches were made by consumers searching for fashion generics-related keywords. The league table below shows which websites were most visible in the Natural Search listings on Google UK for the 3,203 keywords analysed. Top 10 search terms: Overview: In April, the keyword suits was queried 165,000 times, accounting for 5% of all searches made for Fashion generics-related keywords. asos.com was the most visible website, achieving a 60% share of voice through ranking for 1,626 keywords, including the search terms bomber jacket and bomber jacket. The 20 most visible websites: next.co.uk attained a 36% share of voice through ranking for 1,274 keywords, including the search terms pyjamas and linen trousers. Fashion Sector Report April 2015 The most visible websites and advertisers on Google UK 6

7 Fashion: Menswear 1.1 million searches In April 2015, 1.1 million searches were made by consumers searching for menswear-related keywords. The league table below shows which websites were most visible in the Natural Search listings on Google UK for the 1,806 keywords analysed. Top 10 search terms: Overview: In April, the keyword mens suits was queried 40,500 times, accounting for 4% of all searches made for Menswear-related keywords. asos.com was the most visible website, achieving a 71% share of voice through ranking for 953 keywords, including the search terms harrington jacket and harrington jacket. The 20 most visible websites: debenhams.com attained a 54% share of voice through ranking for 953 keywords, including the search terms chinos and mens trousers. Get in touch to discuss your site s specific performance T: +44 (0)

8 Natural Search Fashion: Shoes & Accessories 6.4 million searches In April 2015, 6.4 million searches were made by consumers searching for shoes & accessories-related keywords. The league table below shows which websites were most visible in the Natural Search listings on Google UK for the 5,419 keywords analysed. Top 10 search terms: Overview: In April, the keyword shoes was queried 165,000 times, accounting for 3% of all searches made for Shoes & Accessories-related keywords. asos.com was the most visible website, achieving a 49% share of voice through ranking for 2,421 keywords, including the search terms shoes and sunglasses. The 20 most visible websites: debenhams.com attained a 46% share of voice through ranking for 2,705 keywords, including the search terms handbags and wedding shoes. Fashion Sector Report April 2015 The most visible websites and advertisers on Google UK 8

9 Fashion: Womenswear 4.8 million searches In April 2015, 4.8 million searches were made by consumers searching for womenswear-related keywords. The league table below shows which websites were most visible in the Natural Search listings on Google UK for the 4,566 keywords analysed. Top 10 search terms: Overview: In April, the keyword bridesmaid dresses was queried 135,000 times, accounting for 3% of all searches made for Womenswear-related keywords. asos.com was the most visible website, achieving a 66% share of voice through ranking for 2,459 keywords, including the search terms bridesmaid dresses and lingerie. The 20 most visible websites: debenhams.com attained a 56% share of voice through ranking for 2,583 keywords, including the search terms bridesmaid dresses and swimwear. Get in touch to discuss your site s specific performance T: +44 (0)

10 Paid Media Fashion: Overall 18.6 million searches In April 2015, 18.6 million searches were made for Fashion-related keywords. The league table below displays the most visible advertisers and ad creatives on Google UK for the 16,216 keywords analysed. The 30 most visible advertisers: At a glance: In April, amazon.co.uk was the most visible advertiser, achieving a 57% share of voice through bidding on 11,277 keywords, at an average ad position of 5. asos.com achieved a 46% share of voice through bidding on 7,165 keywords, at an average ad position of 7. Fashion Sector Report April 2015 The most visible websites and advertisers on Google UK 10

11 Fashion: Dresses 2.9 million searches In April 2015, 2.9 million searches were made for dresses-related keywords. The league tables below display the most visible advertisers and ad creatives on Google UK for the 1,222 keywords analysed. The 20 most visible advertisers: At a glance: In April, asos.com was the most visible advertiser, achieving a 69% share of voice through bidding on 813 keywords, at an average ad position of 6. marksandspencer.com achieved a 63% share of voice through bidding on 545 keywords, at an average ad position of 5. missguided.co.uk displayed the most visible individual ad creative, achieving a 22% share of voice. The 5 most visible ad creatives: Get in touch to discuss your site s specific performance T: +44 (0)

12 Paid Media Fashion: Fashion generics 3.2 million searches In April 2015, 3.2 million searches were made for fashion generics-related keywords. The league tables below display the most visible advertisers and ad creatives on Google UK for the 3,203 keywords analysed. The 20 most visible advertisers: At a glance: In April, amazon.co.uk was the most visible advertiser, achieving a 58% share of voice through bidding on 2,279 keywords, at an average ad position of 5. marksandspencer.com achieved a 36% share of voice through bidding on 1,147 keywords, at an average ad position of 6. tmlewin.co.uk displayed the most visible individual ad creative, achieving a 5% share of voice. The 5 most visible ad creatives: Fashion Sector Report April 2015 The most visible websites and advertisers on Google UK 12

13 Fashion: Menswear 1.1 million searches In April 2015, 1.1 million searches were made for menswear-related keywords. The league tables below display the most visible advertisers and ad creatives on Google UK for the 1,806 keywords analysed. The 20 most visible advertisers: At a glance: In April, jacamo.co.uk was the most visible advertiser, achieving a 66% share of voice through bidding on 775 keywords, at an average ad position of 5. amazon.co.uk achieved a 58% share of voice through bidding on 1,158 keywords, at an average ad position of 6. jacamo.co.uk displayed the most visible individual ad creative, achieving a 9% share of voice. The 5 most visible ad creatives: Get in touch to discuss your site s specific performance T: +44 (0)

Paid Media Fashion: Shoes & Accessories 6.4 million searches In April 2015, 6.4 million searches were made for shoes & accessories-related keywords.

14 Paid Media Fashion: Shoes & Accessories 6.4 million searches In April 2015, 6.4 million searches were made for shoes & accessories-related keywords. The league tables below display the most visible advertisers and ad creatives on Google UK for the 5,419 keywords analysed. The 20 most visible advertisers: At a glance: In April, amazon.co.uk was the most visible advertiser, achieving a 78% share of voice through bidding on 4,250 keywords, at an average ad position of 5. asos.com achieved a 42% share of voice through bidding on 2,369 keywords, at an average ad position of 7. macys.com displayed the most visible individual ad creative, achieving a 6% share of voice. The 5 most visible ad creatives: Fashion Sector Report April 2015 The most visible websites and advertisers on Google UK 14

15 Fashion: Womenswear 4.8 million searches In April 2015, 4.8 million searches were made for womenswear-related keywords. The league tables below display the most visible advertisers and ad creatives on Google UK for the 4,566 keywords analysed. The 20 most visible advertisers: At a glance: In April, asos.com was the most visible advertiser, achieving a 50% share of voice through bidding on 2,041 keywords, at an average ad position of 7. amazon.co.uk achieved a 46% share of voice through bidding on 2,929 keywords, at an average ad position of 6. bridalwearlancashire.co.uk displayed the most visible individual ad creative, achieving a 4% share of voice. The 5 most visible ad creatives: Get in touch to discuss your site s specific performance T: +44 (0)

16 Integrated Search Which websites/advertisers were most visible overall on Google UK? The graph below analyses the Integrated Search performance of 20 different websites. By taking into account each websites Natural Search and Paid Media visibility, the graph below shows which websites obtained the greatest overall share of voice on Google UK. Strong Natural Search visibility Strong Integrated Search visibility Poor Integrated Search visibility Strong Paid Media visibility No website achieved strong Integrated Search Visibility. asos.com achieved strong visibility in the Natural Search listings. amazon.co.uk achieved strong visibility in the Paid Media Space. Fashion Sector Report April 2015 The most visible websites and advertisers on Google UK 16

The visibility obtained by each of the websites and advertisers featured in this report have been added together and ranked according to their total visibility in the Search space.

17 The visibility obtained by each of the websites and advertisers featured in this report have been added together and ranked according to their total visibility in the Search space. The league tables below, therefore, show which websites achieved the greatest share of Integrated Search visibility on Google UK. The 40 most visible websites overall: At a glance asos.com featured at the top of our integrated search league table, as its combined share of voice was most dominant. amazon.co.uk ranked second in our league table, as it achieved a sizable share of visibility in both the Natural Search and Paid Media listings. Get in touch to discuss your site s specific performance T: +44 (0)

About this report How this report was created Greenlight s Research & Insights team collected 16,216 Fashion-related terms queried by online consumers.

18 About this report How this report was created Greenlight s Research & Insights team collected 16,216 Fashion-related terms queried by online consumers. The keyword set was then uploaded to Greenlight s OneHydra platform, which collected volumes for the associated keywords. OneHydra then analysed which websites and advertisers appeared for the keywords analysed and from there, ranked websites and advertisers based on their share of visibility in the Natural Search listings and Paid Media space on Google UK. All data displayed in this report is based on a wide range of keywords, and therefore aims to provide readers with a generic overview of the online Fashion sector in April Disclaimer: The information provided in this report is for information only and should not be relied upon to enter into any business transaction or to make any commercial decision. Whilst Greenlight has made every effort to ensure the accuracy of this report, Greenlight cannot accept any liability for any error or inaccuracy found within this document and no warranty is provided regarding its completeness or its suitability for any purpose. The content of the report is the copyright of Greenlight Digital Limited. The reader may use and circulate the report within its own business organisation. However, it is not permitted to exploit, distribute, sell or otherwise make use of the report for commercial gain. It is permitted to reproduce extracts of the report for public interest, provided that the publisher credits Greenlight as the source of the work. Bespoke Sector Reports If you can t find a report which analyses the online industry you are interested in or if you want to analyse a specific keyword set, get in touch and find out more about Greenlight s bespoke reports. Greenlight currently creates bespoke reports for a wide range of online brands, providing Marketing teams with the insights they need to make informed decisions about their online strategies in the UK and abroad. Get in touch Contact Phil Armorgie Business Development Director T: +44 (0) phil.armorgie@greenlightdigital.com Download free reports Greenlight s Research & Insights team produce Sector Reports analysing 27 different online industries. To view and download all FREE reports, visit Get in touch to discuss your site s specific performance T: +44 (0)

REPORT FOCUS: Dresses Fashion Generics Menswear Shoes & Accessories Womenswear

The greenlight sector REPORT FOCUS: Dresses Fashion Generics Menswear Shoes & Accessories Womenswear An exclusive snapshot of the online Search landscape JULY 2015 Report Overview Executive Summary This