10 minutes Reading time
20 pages Length
Updated Aug 2019
This is our first market performance report for the Men’s Clothing market, highlighting the wins and losses across this industry’s digital landscape, which brands are succeeding and where some sites could improve.
In the report, we’ve looked at male-specific clothing retailers, so you won’t find department stores or sites that offer fashion for men, women and children equally.
In our report, your site will be ranked against 48 other competitors in the men’s clothing market across key performance metrics. Scores are given separately for each metric, allowing you to see exactly where your strengths and weaknesses lie. This is a fantastic way to benchmark your site’s digital performance.
The point of this article is for you to read it alongside the report to help you understand it a little better. As well as understanding your own scores in more detail, it’ll also help for you to see how those top competitors have made it to the top and what you can do to get there.
Starting off with the metric everyone’s most interested in – organic visibility.
Visibility is such a key component of your site’s SEO and helps improve click-through rate which can increase sales and revenue. We’ll go into ways of making your site more visible later on in the post. For now, let’s look at the top ten Men’s Clothing brands.
Topman has the highest visibility, despite losing 18% year on year.
Mainline Menswear is next – they’ve had a fantastic year with a 33% visibility improvement.
Burton has lost 24% visibility, dropping them into 3rd place.
In 4th is END who managed to improve their visibility by 15%, bringing them comfortably into the top five.
Finishing off the top five is Moss Bros who lost 18% visibility YoY.
The rest of the top 10 has seen some good wins and a couple of losses:
At first glance, it’s clear to see that male-specific clothing sites have a lot of competition from department stores and multi-department clothing retailers.
Well done to TM Lewin who is ranking in position 2 for the term ‘mens suits’. With a search volume of 60.5K a month, this is a great win which has beat some big competitors.
Moss Bros is also ranking in position 1 for the highest opportunity keyword ‘blazer for men’.
For the term ‘mens clothing’ Boohoo is ranking with their main site on the men’s sale page. However, BoohooMAN doesn’t appear on page 1 in organic rankings, only as an ad.
This is the same for ‘mens jeans’, ‘hoodies for men’ and ‘mens coats’.
They could work on introducing some copy onto their pages on BoohooMAN to help these increase rankings for male-specific terms and bring more traffic to their male-specific site.
SCHEMA markup could be your secret weapon at turning your eCommerce site into a goldmine for potential ranking increases and rich snippet opportunities.
There are loads of different ways you can use, and should be using, SCHEMA on your eCommerce site. But some have jumped out to us looking through the SERPs.
Find out more about SCHEMA for eCommerce pages in our post.
There are a few other keyword opportunity trends to look out for which could see quick wins if you give them some attention.
Read our article on how to write enhanced copy.
The power of social media is undeniable in the fashion industry, and this isn’t just in women’s fashion.
Social media can be used to build and grow an audience for your brand. This is particularly important if you have an online-only store.
Topman has the highest number of brand searches and one of the highest owned social scores, putting them at the top of our charts.
Their social media feeds are mainly filled with images of their products or influencer pictures that they’ve reposted using the hashtag #TopmanStyle.
They also post regular videos including one of a series they’ve started called Date Dash which sees a Topman and Topshop stylist go head to head to provide outfits for two people going on a date. These perform particularly well on Instagram.
END is next in the list and a lot of their posts feature their stock, but they aren’t using the hotspot imagery function on Instagram to allow people to click and buy immediately.
Implementing this could spark a rise in sales, with 87% of UK retail purchases made online, and 78% of Brits using their mobile for shopping when commuting. This is an opportunity not to be missed, especially with their 1.8 million Instagram followers.
While the men’s clothing industry does show some promising social scores, they are small in comparison with the women’s fashion market.
Men’s fashion retailers can improve their social scores and widen their brand reach by:
In short, page speed is pretty important.
Google Research has shown that 53% of users who visit a website through mobile will leave a page if it doesn’t load within three seconds.
Page speed became a ranking factor last year and has since been on the radar of SEOs everywhere.
We used Google PageSpeed insights to find out which men’s clothing sites have the fastest page speeds:
Get in touch to see how we could help improve your page speed or any other site metrics. Don’t forget to download the report.