Apparel trends (ES, FR, IT, UK)
Apparel trends
(ES, FR, IT, UK)
As of March 28, 2020
HYPOTHESIS
Per the recent coronavirus spread, consumers are forced to stay
indoor in many countries. As a result, users cannot purchase
fashion items directly in physical stores. Considering this
peculiar situation, shoppers will rely on online purchases as a
valuable alternative. Consequently, we expect an increase in
Apparel/Fashion searches on our network.
UK
Searches rose slightly after the first COVID-19 case but then
remained stable. Clicks decreased significantly over time.
Indexed searches
2019
2020
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
Indexed clicks
Source: Internal Data, Core O&O + Core O&O Rest, All Device
Click activity rose on audience-specific queries last week
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
Indexed searches
2
3
4
5
6
7
8
9
10
11
12
13
Indexed clicks
Source: Internal Data, Core O&O + Core O&O Rest, All Device
Audience + Category - 2019
Audience + Category - 2020
Accessories
Footwear
Generic Clothes
Jumpers
Loungewear
for him
Outwear
for her
Sportwear
for kids
Tops
Trouser
T-Shirt
Underwear+Lingerie
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