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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