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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