10 minutes Reading time
20 pages Length
Updated July 2019
We produce market performance reports which highlight and analyse the top sites in the digital sector. This is our latest Women’s Fashion E-commerce report.
Brands in this sector can use the report to see where they rank against competitors, where they perform well and where they could improve. Each metric is analysed separately, so those on top in one area may not be doing so well across the board.
We look at technical aspects such as SEO visibility, link quality and average links gained as well as social performance. In this sector, using your social channels properly is one of the biggest aspects that could influence the success of your brand, so seeing who’s doing well and what they’re doing could give you a boost in next year’s performance.
If you can’t see your name in our list of featured brands, get in touch and we’ll send across the data that includes your company. Our data comes from the whole sector, but we can’t include everyone in our finished report. Speak to us today for more information about how we measure our data or download the report.
The data presented in our reports is packed full of insights, but we also delve deeper into the market to see where the best content, social campaigns and links are being shown. The following post highlights our findings alongside the report data, so it’s best to have the full report to hand while reading it.
It’s a tale of two halves for this sector with both big wins and losses for visibility within the top ten retailers. Fast fashion retailers have seen big wins while household high street names with brick and mortar stores have been the ones losing out online.
Boohoo has managed to bag the top spot for visibility this year, overtaking New Look with a 3% visibility increase after theirs dropped by 23% respectively.
PrettyLittleThing jumped into 3rd place after a 14% improvement in their visibility.
Next up is River Island who also lost 11%, followed by Missguided who have dropped to 5th place after a 24% visibility decrease.
We’ve seen big names drop out of the top five and further down into the top ten:
A huge well done to Nasty Gal for going from 22nd to 10th for visibility this year!
This year’s top rank for the UK womenswear market is:
Flick to the high competition and opportunity keyword sections in the report to get a fuller understanding of this section.
It’s no surprise that women’s fashion retailers have a lot of competition from department stores and multi-department fashion retailers for all keywords.
Well done to Boohoo who is ranking in position 1 for the highest competition term ‘womens coats’.
Pretty Little Thing has gained a featured snippet for the term ‘summer dresses for women’ with their summer dresses page. Having pages dedicated to certain seasons or trends can work well in getting you to the top of the SERPs for related terms as it gives you somewhere to put relevant copy.
A huge well done to ikrush who has managed to bag position 2 for the highest opportunity keyword ‘womens clothing online’. They only just made it into our top 40 for visibility so this is a great achievement.
Knowing what people are searching for gives you the upper hand on what to optimise your pages for and even what pages to create. Here are some of the key things to look out for which could gain you quick wins or even boost your current pages:
One of the best ways to improve your listings and get higher up page 1 is by implementing appropriate SCHEMA markup on your pages. Read more about SCHEMA for eCommerce sites.
Compared to some industries, the social media scores for women’s fashion are remarkably higher. In this digital age of social media influencers, there’s never been a more important time to have a strong social presence.
A study last year found that 30.4% of UK clothing shoppers use social media to inspire their clothing choices. Facebook was the most influential of the social media channels.
Topshop is topping our social charts with an equally impressive number of brand searches per month and owned social score.
Their Facebook feed features shoppable style inspiration posts and links to their blog articles. Their Twitter feed is very similar, but their Instagram tends to have different, outfit-focused posts.
Their Instagram also features customer photos with the hashtag #TopshopStyle.
This is an easy and engaging way to gain content for your social media feeds. By featuring customer images, you get to promote their page with your post (which they’ll likely repost to their followers) gaining exposure and engagement for both of you.
New Look has the highest number of brand searches per month with over 3.3 million.
Their social media feeds are heavily image-focused which is great from a style inspiration point of view. Like Topshop, they also use customer images with the hashtag #ThisIsNewLook to engage more people.
They could maybe improve this further by including competitions or giveaways, polls and ‘vote’ style posts which encourage likes, shares and comments.
User experience is of utmost importance in the fashion industry. If your products take too long to load, no one will wait around to buy them. For this reason, and for SEO purposes, page speed should be a priority on your eCommerce site.
Read more about why page speed is important.
The top five fastest retailers according to Google PageSpeed Insights were:
Sustainability is the big buzzword at the moment with fast fashion brands being under fire for encouraging a ‘wear once, throw away’ approach to clothing. This was highlighted recently in a Guardian article which discussed the issue of fast fashion on the popular TV show, Love Island.
We’ve seen from all our charts that fast fashion brands are undoubtedly growing in popularity and performing well.
However, with climate change on everyone’s conscience, it might be the time to promote your plans for sustainability like Zara did when they released their plans for sustainable clothes by 2025.
Our report costs nothing. As a retail-specialised search marketing agency, we believe in providing quality intelligence for the women’s fashion market for free.
You may not have enough visibility to meet the requirements for our report. If that’s not you, and you believe you should feature, please get in touch and we can produce a custom version for you.
Get in touch for further information about our data or download the report below.