10 minutes Reading time
20 pages Length
Updated May 2020
We’ve opened the closet for the high street fashion market in this week’s sector report – rifling through each brand’s dirty laundry to find who is performing the best online. With this analysis, you’ll get a behind-the-scenes look at how your competitors are performing on search, social, and beyond.
Expect important KPIs and metrics, such as visibility, keyword potential, and page speed. You’ll also discover rarer findings, such as owned social scores, brand mention stats, and online reputation analysis. With these in your pocket, you’ll be able to see who’s performing best and who’s making mistakes. Learn from this and craft your brand a successful online campaign with ease.
To see this exclusive report and learn about the intricate ways your competitors are winning (and losing) online, fill out the form above and claim your free market report now.
At a glance, the high street fashion market is struggling to stay ahead – it’s down by -7%. Despite many brands have monster visibility, there is a running trend of visibility loss plaguing the industry. Even some of the top 10 brands have experienced this trend, with Next and New Look losing as much as -24% in the past 12 months.
Increases in visibility are both scarce and small. Brands like TK Maxx have increased by just 4% and Urban Outfitters has seen similar growth – increasing by 3%.
Evidently, these brands need a clearer, optimised SEO strategy to keep them at the top of their game. If you happen to be associated with one of the brands on this report, it’s important you download a copy and identify where you need to improve.If your brand is not in the report, get in touch and we’ll send across with your data added.
Here is a quick rundown of the top 10 sites:
High street fashion keywords hold thousands of months searches a month. This bounty doesn’t come easy though. The toll is heavy, especially for top positions on the SERPs. Many of the keywords in this industry hold competition ratings in the mid-90s. Getting to the top is no easy ride.
This report dives into the high competition keywords and analyses the competitors who claim these sought-after spots. With this information, you can gain valuable, practical insight into what they’re doing to achieve these positions and mimic their strategy so you too can absorb similar visibility.
For the most competitive term in the industry – ‘jumper’ – you can expect to be getting around 60,000 impressions a month. However, getting the very top position for this keyword is near impossible as there is also a film called Jumper which gets a snippet when you search this keyword. However, amongst the different results, Next has landed a spot on the first page. Although it’s not at the top, they have still managed to meander the competition, so nice job!
For the second most competitive keyword – ‘hoodies for men’ – a more “typical” picture emerges. With 60K searches a month, this keyword is incredibly valuable. Although a lot of generic brands such as Sports Direct and Asos appear, brands like Next and Urban Outfitters have achieved good positions on the first page, so well done to them!
To see more high competition keywords and learn where you and your competitors sit on the SERPs, download the report now.
As well as high competition keywords, our report also analyses the environment for opportunity keywords. These are keywords which have significant search volume and low competition. Low-hanging fruit which any brand could pick (with the right approach).
Here are a few elements we noticed when investigating these keywords which will enable even the smallest brands to achieve a flood of traffic.
Leaving piles of cash on the floor is not good if you’re a business trying to meet quarterly and yearly goals. However, a lot of the big brands are missing out on niche category opportunities. As trends shift and new clothing items are released, its important brands keep adding categories on their sites to match these changing interests.
In our analysis, there are opportunity keywords which are not being targeted by the categories on the large brands’ sites. As a result, a lot of underdog brands are taking up the top position on the SERPs, reaping the rewards that follow from the boost in additional traffic.
If you want to discuss these missed opportunity you brand might not be targeting, fill out the form above and get access to this information asap.
Many (if not all) brands on this report are missing opportunity to expand their products and services to reach a new, profitable audience. With some of the keywords we discovered, brands could be making a LOT more money but simply offers this one, quick service which they are definitely cable of delivering.
If you want to see this secret service and the opportunities you’re leaving on the table, download your free report using the form above. Get it quick before a competitor steals the idea!
Social media, as well as search, make up a comprehensive online strategy. However, many brands suffer to get to grips with the former, struggling to manifest an audience on platforms like Facebook and Instagram. After all, trying to conjure human motivation and emotion is a lot harder than adhering to the rules laid out by a search engine.
To help brands create a strong presence on social, we analyse the brands in the industry to see who’s performing the best on social media. The brands which can captivate attention and create engagement can provide useful insight into what your audience like to see.
Additionally, brand mentions are also investigated to see how this additional attention is traversing into word of mouth. These mentions are factored into the final analysis when researching brands’ socials.
The best social brand in the high street fashion industry happen to be H&M, who have an owned social score of 112,193. In total, they have 74M+ followers scattered across their social platforms, which the majority being situated Facebook and Instagram. When looking at their pages, it’s clear why they do so well with this marketing stream. They post a lot of colourful pictures of their clothing to draw as much attention as possible. They get around 100K likes on their Instagram pictures and post lots of pictures of real people, not just clothes as other brands are guilty of doing. If you’re looking to up your social this year, H&M is a brand to follow.
If you want to see how your site performs on social and want exclusive tips on how to improve, download the report now.
Online reputation and reviews are critical if you’re trying to convey trust to both your customers and Google. Both audiences need reassuring that your site and brand can be trusted with transactions. It’s for this reason why we analyse this element in our report.
When looking at the review landscape, it’s interesting to see that the top brand in the industry – Next – is struggling to gain positive traction. With over 2000 review and an overall Trustpilot score of 2, they’re clearly struggling to keep customer satisfied.
On the other hand, brands such as Super Dry are keeping their customer-base satisfied, receiving tons of positive reviews. If you’re looking to up your online reputation, this is a brand to look for.
Here are the top 5 brands who are crushing it in terms of online reputation:
Page speed is crucial if you’re looking to improve the customer experience and increase the perceived quality of your site in the eyes of Google.
Page speed is a factor in Google’s algorithm and if you’re not making sure your site is loading quickly, your brand may suffer. Similarly, if customers land on a slow loading site, they’ll bounce off and go elsewhere for their goods.
All-in-all, this is a website element you shouldn’t be avoiding.
Here’s what PageSpeed Insights identified as the top 5 fastest high street fashion brands:
Read more about the importance of page speed here.
Our reports cost nothing – they’re free for you to download. We perform market research on industries we’d like to work with and also aim to build positive relationship with the brand within by providing competitive insights.
Not all brands meet our thresholds and are, thus, excluded from the final analysis. If you want your brand included, get in touch and we can send you a personalised report featuring your brand, comparing it against the competition.
If you want to know anything about the report or are curious about how we can create a bespoke SEO strategy for your brand, get in touch today.