Apparel Trends UK, FR, IT, ES
Apparel Trends UK, FR, IT, ES
As of March 28, 2020
Hypothesis
As per the recent corona virus spread, consumers are forced to stay indoor in many countries. As a result, users cannot purchase fashion items directly at physical stores. In light of this peculiar situation, shoppers rely on online purchases as an alternative.
Consequently, it is fair to expect an increase in apparel/fashion items search in our network.
UK: Searches slightly rose after the first case but then remained stable. On the other hand, clicks decreased significantly over time
Indexed searches
05/Jan-11/Jan 2
12/Jan-18/Jan 3
19/Jan-25/Jan 4
26/Jan-01/Feb 02/Feb-08/Feb 09/Feb-15/Feb 16/Feb-22/Feb 23/Feb-29/Feb 01/Mar-07/Mar 08/Mar-14/Mar 15/Mar-21/Mar 22/Mar-28/Mar
5
6
7
8
9
10
11
12
13
Indexed clicks
2019 2020
Source: Internal data, core O&O + core O&O rest, all devices
UK: Searcher click activity rose on audience specific queries last week
Indexed searches
All queries contained at least 1 category and 1
audience query
05/Jan-11/Jan 12/Jan-18/Jan 19/Jan-25/Jan 26/Jan-01/Feb 02/Feb-08/Feb 09/Feb-15/Feb 16/Feb-22/Feb 23/Feb-29/Feb 01/Mar-07/Mar 08/Mar-14/Mar 15/Mar-21/Mar 22/Mar-28/Mar
Accessories
Footwear
Generic Clothes
Jumpers
2
3
4
5
6
7
8
9
10
11
12
13
Loungewear
For Him
Indexed clicks
Audience + Category - 2019
Audience + Category - 2020
Outwear Sportwear
For Her For Kids
Tops
Trouser
T-Shirt
Underwear+Lingerie
Source: Internal data, core O&O + core O&O rest, all devices
Searches for kids grew more than other audience specific searches `kids+footwear' and `generic clothes' saw significant growth
Indexed searches
For Her
For Him
For Kids
Week 13: +137% week
over week (WoW)
05 Jan - 11 Jan 12 Jan - 18 Jan 19 Jan - 25 Jan 26 Jan - 01 Feb 02 Feb - 08 Feb 09 Feb - 15 Feb 16 Feb - 22 Feb 23 Feb - 29 Feb 01 Mar - 07 Mar 08 Mar - 14 Mar 15 Mar - 21 Mar 22 Mar - 28 Mar
2
3
4
5
6
7
8
9
10
11
12
13
'for kids' + 'Footwear' 'for kids' + 'Generic Clothes'
Week 13: +7% WoW
Source: Internal data, core O&O+core O&O rest, all devices
Week 13: +214% WoW
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