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Updated March 2018
We’ve produced a 2018 Lingerie Retailers Market Performance Report.
in the Lingerie industry can use this report to gain a better understanding of their place in this digital landscape and how they measure up with competitors online. Analysing the best performing websites within the industry, the report looks at key metrics to rank these top sites against each other.
Qualitative scores are given to each brand in areas such as link authority, SEO visibility, brand reach score and keyword opportunities, looking at data year-on-year.
Can’t see your company name? Don’t worry, we’ll have your data stored safely, ready and waiting for you to come and claim it. To get a proper view of the entire sector, we collect data from the whole industry. However, we only feature the top brands to give an overall insight into the Lingerie sector. Get in touch if you want to the data that includes you.
While creating this report we’ve been able to have a thorough look at the market and do our own investigation alongside collating data to find out the success stories of this sector. We’ve scoured content, social media platforms and link profiles to discover who’s truly making their mark in this landscape.
The following post discusses those standout moments. Read it alongside the report for the best result.
When it comes to SEO strategy, improving organic visibility is usually at the top of the list. But which Lingerie Retailers managed to succeed?
Boux Avenue has made huge strides this year, increasing their visibility by 57% and overtaking three other competitors to take the top spot.
Victoria’s Secret has also maintained a strong position with an increase in visibility of 9%.
We have to commend La Senza who has overtaken multiple competitors to get themselves in the top five after a visibility increase of 137%.
Ann Summers has dropped from their previous top spot with a 15% loss in visibility. Figleaves is also down 9% this year putting them in 4th position.
Elsewhere in the top 10, Sparkling Strawberry and Bravissimo have both lost a quarter of their visibility. Agent Provocateur almost lost out on making 10th place after losing more than half of their visibility.
With increases of 27% and 67%, UK Tights and Bare Necessities are comfortably in the top 10.
Despite these gains and losses, there is a massive gap between the top four and the rest of the charts.
In the report, you’ll find a list of top competition and biggest opportunity keywords.
The top competition keywords focus on generic terms surrounding lingerie with a few key items such as ‘knickers’ or ‘stockings and suspenders’ while the opportunity keywords are mostly specific items.
Overall, the lingerie specialist retailers have tough competition when it comes to ranking within the top three positions.
Fashion retailers and department stores are putting up a fight, so lingerie retailers need to up their game in order to remain at the top.
Boux Avenue is ranking in position 1 for the top competition keyword ‘lingerie’. They have a great title tag but their meta description is not optimised. Instead, it pulls in copy from their lingerie landing page.
The copy is nice and talks about their bra fitting service which is a brilliant free service to offer. It sits well on the page and is accompanied by videos to help customers with bra fitting.
However, every page should have a meta description as this acts as the window from which to shop. Since their lingerie page is arguably the most important page on their site, this should be amended as a priority.
They could utilise this copy well on a separate page about their bra fitting service.
The results for the search term ‘bra sizes’ are all consideration content pieces which talk about bra fitting and measuring for your bra size. With a cleverly optimised page, they could rank well for this term like La Senza who is ranking on page 1 with their Bra Fitting Guide.
It’s disappointing not to see one of the big-name lingerie retailers who specialise in plus size items such as Figleaves or Bravissimo ranking within the top three for ‘plus size lingerie’. Instead, plus size clothing brands are ranking with their lingerie sections.
Bare Necessities has made it to position 3 with their plus size page so well done to them for optimising for this keyword.
When looking at keyword research, it’s important to think about the intent behind those searches.
In this market, most of the searches will be made with the intent to buy. But sometimes, customers need help when buying products, as has already been seen with the bra fitting guides.
Figleaves is ranking within the top 3 for the term ‘bridal lingerie’. Their meta description and title tag are both informative but concise. The page has a link to their latest bridal feature, offering customers some useful information about wedding lingerie.
Content like this can build up trust and get customers coming back for more.
Read more about the importance of customer intent in this article about this year’s Google E-A-T / YMYL Updates.
Aside from the obvious SEO metrics like visibility, link-building should form a big part of your SEO strategy. Links are still a primary ranking factor for Google, so focusing on gaining high-quality links can have a fantastic impact on your site’s performance.
Other than Victoria’s Secret there aren’t many links being gained across the sector overall.
Victoria’s Secret is understandably getting so many links due to their international popularity and range of outlets.
Their fashion show which is broadcast on TVs worldwide has its own page within the site, gaining the company over 4,000 links from over 1000 unique domains.
While they have many aspects to their site to engage fans of their ‘Angels’, the brand and the shows, they do not have one central content outlet for users to see everything together.
Triumph is gaining the second highest number of links of average quality. They have an advice section called ‘Find The One’ which is gaining links, mainly from their Bra Size Calculator.
However, this platform exists on a different domain than the main Triumph site, meaning the company will lose valuable link equity from the links gained here.
Bluebella stood out in the ‘high quality, low volume’ category for links due to their fantastic link-building and PR led content.
Their Dare To Bare campaign saw women strutting their stuff around Oxford Circus wearing Bluebella underwear in celebration of body acceptance and marking London Fashion Week.
This is fantastic work and they clearly have a very good outreach strategy.
Yet, when we looked into the referring domains for the Dare To Bare campaign, a lot of them appeared to be from a possible link network. It’s important to ensure best practices are adhered to for all work so that you aren’t penalised later.
When it comes to outreach, the lingerie market gives great opportunities to gain coverage from top-tier publications.
We’ve already seen two fantastic examples from Bluebella, but this infographic we created for Sparkling Strawberry is another example of how to grab the attention of those editors.
In this type of market, social media is a fantastic way of increasing your brand reach and gaining new followers.
Again, unsurprisingly, Victoria’s Secret is miles in the lead in terms of owned social score and brand searches.
This is most likely due to the fact that they are not just a lingerie store – they also sell fashion and beauty products and, as we’ve previously mentioned, their fashion shows are renowned for being spectacular.
Their social media feeds are filled with their ‘Angels’ in beautiful lingerie, backstage insights such as workout routines and product promotions.
They have an impressive 58.7 million followers on Instagram which is arguably the most influential social media platform for this sector.
Intimissimi is second place in the social chart and regularly post influencer pictures featuring their products. They also post product promotions, videos and style inspiration looks.
However, they don’t appear to reply to customer queries on their Facebook posts which could lose them custom and give them a negative reputation.
Ann Summers regularly posts links to their blog content on their Facebook feed. This is a fantastic way of building up an owned audience, especially if they like what they see, or your content helps them.
They also post style inspiration and links to useful external content to keep their readers coming back.
Their Instagram feed features quote pictures that encourage people to tag their friends, bringing more potential customers to the page.
Ultimo has an impressive number of brand searches but this isn’t translated through to their owned social score. Their social media feeds feel a bit disjointed with product posts that don’t follow a consistent brand aesthetic, reposts of videos from other retailers and pretty stock images of items like coffee, bubble baths and cocktails.
To improve their owned social score, Ultimo could look at inviting users to engage with their posts, agree on a brand aesthetic for all product posts and make the content more personal to their readers.
Get the data for yourself by downloading the report below or get in touch for any more information.