10 minutes Reading time
20 pages Length
Report Updated July 2020
We’re opening the wardrobe on the women’s clothing industry this week, diving into what makes it tick online. With this report in your hand, you’ll be able to quickly assess the playing ground, getting a bird’s eye view of your competition and how to best them.
We provide you an in-depth look into your biggest rivals digital marketing performance, arming you with stats like visibility, page speed, and keyword opportunities. As well as these vital metrics, we also give you social scores, brand reputation analyses, and brand mention research to give you a truly comprehensive understanding of the online women’s fashion market.
Downloading this report is a no brainer. If you’re after substantial growth this year, you need this report in your hands and distributed throughout your team.
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From an overall perspective, the online women’s fashion industry is looking a little bedraggled – it’s currently down by -12%. When looking at the top 10, a lot of negatives can be spotted with the majority suffering losses YoY.
The biggest losers include Pretty Little Thing, Nasty Girl, and Oasis Stores. Some of these big brands have dropped dramatically.
Of course, where there are losers, they’ll also be winners. Brands like Missguided, Topshop, and Quiz Clothing are all up and seeing good gains YoY. Despite the doom and gloom in this sector, these brands have pulled it back and kept their online marketing tidy.
Want to see how your brand is performing? Worried you’ve lost visibility this year? Get your hands on the free report and allay those worries for good.
Here is a quick rundown of the top 10 sites:
High competition keywords are present in all industries. However, as the online women’s fashion market is so large, there are tons of high competition terms brands have the opportunity to grab.
High competition keywords are those that have commercial intent, lots of search volume, and have a lot of big, authoritative brands ranking for them on the first page.
However, despite, the difficult terrain, they can be incredibly fruitful and provide online brands with a significant boost in profits if they’re able to grab the top spot.
As these terms are important to SEO and online strategy, we perform a large analysis of the competitive keywords for the online women’s fashion industry, so you can see which keywords you should be aiming for.
The most competitive term we found for the women’s fashion industry was ‘womens coats’. This keyword gets over 110K searches a month and has a competition score of 93/100. For those who don’t know what this means, it’s a lot!
When analysing the SERPs for this competitive search term, a lot of big names appear, including Next, ASOS, and New Look. The only brand in our report that was present for this keyword was Pretty Little Thing, so well done to them. However, there is still a way to go as they only sit in position 8.
The second most competitive keyword in this industry is ‘summer dresses’, which also receives over 110K searches month. Although this is a seasonal search term, it is still important that brands optimise their strategy to account for these changing opportunities.
When looking at the SERPs, a better picture emerges. Instead of lots of broad, general brands like Next, brands like Missguided and Pretty Little Thing take top positions, so well done to them. There are still large general clothing brands present but it’s good to see some of the report’s brands are making it into the first page spotlight.
Our report found a ton of other high competition keywords for the online women’s fashion industry. Want to see them all? Download the free report using the form above.
As well as high competition, it’s also important to include low-hanging fruit keywords into your SEO campaign. These ‘opportunity keywords’ can help smaller brands quickly get a boost in visibility and allow them to work around some of the larger brands dominating the big terms.
Our report finds countless amounts of these keywords. Here’s some of the ways you can go about grabbing them with specific content edits.
One of the biggest opportunities found when looking at the opportunity keywords pulled from the report is the amount of search terms related to occasionwear. In fact, this is a trend we noticed a while a go and noticed brands like Silk Fred were using them to get ahead of the larger brands.
Occasionwear keywords relate to certain clothes that are worn at particular events. These include events like weddings, birthdays, and funerals.
The brands in this report could quickly get ahead of the game by targeting some of these crafty keywords, just like Silk Fred have been doing for years.
We even produced a piece on Occasionwear which caught the eye of a few clothing brands.
Want to see the full list of these lucrative keywords? Get the report now using the form above.
Social media is a vital part of any online strategy. If you’re not getting involved in the world of social media, you’re going to fall behind the rest of your competition.
Social media makes up a large part of the fashion industry. It’s a place for women’s fashion brands to show off their latest clothing range, collaborate with influencers, and engage with their fan base.
Because social media has such an important roll to play in this industry, we included a social and brand mention analysis in our report, so you can see who’s performing the best socially with this industry.
The best on social media in the online women’s clothing space is Pretty Little Thing, which has monster metrics for both social score and number of brand mentions. They have over 15 million followers across several social platforms and receive over 1.8 million brand searches each month. This is insane.
Diving into their social strategy further, it’s clear why they’re doing so well. They post high quality imagery that shows both their models and their customers wearing their clothing. They also post fashion advice in the form of short videos and even curate content from Tik Tok that had the office laughing. All this builds closer bonds with their dream customers and people they want to target.
They have personalised hashtags, stories with engaging content, and generally do a fantastic job when it comes to getting their customers involved. At the end of the day, who doesn’t love showing off their new outfit?
If you want to see who else is crushing it when it comes to social, download the free report now.
Shein caught our eye when we were filtering through the findings, particular in regard to the disparity between their brand mentions and online visibility.
Shein have one of the worst visibility scores on the report, yet they’re absolutely killing it for brand mentions. It’s pretty clear they’re riding of their brand, which isn’t uncommon with some online companies.
Shein is an interesting one though, as they have seemed to get a lot of interest on Youtube from influences buying clothes from them. There are also questions online asking if Shein is a scam. Strange, don’t you think?
One of the main reasons Shein could be getting so much attention is because of their price points -you can buy clothes from them for as little as £3.
This brand are definitely ones to keep an eye on. Although their visibility is terrible, they’re getting a lot of coverage and are being searched 1.2 million times a month!
Reputation is everything in the online world. When it comes to clothing, this isn’t any different. In fact, reputation means a lot to someone shopping for clothes, as they’ll want the items to be cut, clean, and stylish.
Google also takes reputation as a trust signal, measured using a range of attributes on the website, including online reviews.
Online reviews are becoming ever more important to SEO and visibility, so online women’s fashion brands should seriously start looking to improve their review game.
Because there is a lot of prevalence being placed on this aspect of SEO, we include an online review league table in our report. This compares all the brands within on Trust Pilot reviews to see who’s got the most trust with their fanbase.
Page speed is essential in this day and age. People expect a website to load fast, and so does Google. If you aren’t keeping up with either of these audiences, you’re going to suffer both in conversions and visibility.
Because page speed is a no-brainer when it comes to basic SEO optimisations, we include a page speed analysis of all the women’s fashion brands in this report. With this, you can see who’s delivering their content the fastest and how you can mimic their strategies.
Here’s what PageSpeed Insights identified as the top 5 fastest women’s fashion brands:
Read more about the importance of page speed here.
This report is free, just like all our reports! We like to build relationships with brands by providing comprehensive value and competitor insights. Feel free to download the report using the form at the top of this page. You won’t regret it.
If you can’t find your brand, there isn’t a reason to worry. Get in touch asap and we’ll put together a personalised report that includes your brand and compares it to the competitive playing field.
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.