ASOS catwalk looking crowded as House of Fraser steps it up
The agency's latest quarterly report, 'Fashion - Issue 14', profiles UK consumer online search behaviour and the most popular search terms used to look for products. League tables chart the most visible brands, retailers and review sites in Natural Search* and Paid Media**.
According to Greenlight, there were 3.2 million searches made on Google UK for womenswear, menswear and fashion accessories in July.
ASOS maintained a dominant position in the Natural Search space, achieving a strong 57% share of voice in July, a slight increase on April's 55%.
However, through a combination of being the most visible fashion advertiser online, attaining a dominant 62% share of voice and also a 35% share of visibility in the Natural Search listings, House of Fraser move up two places to top Greenlight's Integrated Search*** league table, relegating ASOS to third spot.
Debenhams maintained its position in second place. It too had a strong presence across the natural and paid listings.
Interestingly, Marks and Spencer, which ranked fourth, appears to have followed in the steps of House of Fraser and Debenhams by continuing to invest in Paid Media. Greenlight's Paid Media league table shows Marks and Spencer's share of voice more than doubled from 16% in April to 42% in July.
Other key findings from Greenlight's report reveal:
- Searches for womenswear-related items proved most popular with more than 1.7 million queries having been made
- 'Prom dresses' and 'dresses' were the most popular search terms, cumulatively accounting for a 12% share of all searches (402,000 searches)
- eBay was the most visible brand in Greenlight's Social Media analysis, as it attained a Klout score of 79
*Natural Search - Listings in search engine results pages that appear organically because of their relevance to the search terms
**Paid Media – An Internet advertising model used on websites, in which advertisers pay their host only when their ad is clicked. With search engines, advertisers typically bid on keyword phrases relevant to their target market.
*** Integrated Search – Using Search Engine Optimisation (SEO) and Pay per click (PPC) running concurrently to accelerate organic results and more efficient online advertising campaigns
Greenlight’s report ‘Fashion – Issue 14’, profiles search behaviour in this sector. It assesses which brands, websites and review sites are the most visible in Natural Search, Paid Media, and Social Media and hence have the greatest share of consideration when UK-based searchers go to Google UK to look for womenswear, menswear and accessories.
Greenlight is a leading independent digital marketing agency, providing Search and Social Media services. With over 100 blue-chip clients including Santander, New Look, Sky and ghd, Greenlight is a leader in the digital marketing space, and is recognized worldwide for its commitment to delivering record ROI for its clients and investing in the future.
Greenlight is considered the premier thought leader in the sector publishing widely read industry reports, original research and speaking at trade events. Founded in 2001, Greenlight is headquartered in London, with offices in New York. www.greenlightdigital.com