Consumer online searches for fashion accessories take a hit

Consumer online searches for fashion accessories took a turn in April, with the number of queries using the term 'Jewellery' dropping 18 per cent on January levels, reveals the latest fashion retail-related data from Greenlight. Meanwhile searches for 'Lingerie' dominated and maintained the lead. 

According to Greenlight's report ' Fashion - Issue 13', which profiles UK consumer online search behaviour, there were 3.4 million searches made online for womenswear, menswear and fashion accessories in April.

The accessories subsector accounted for 18 per cent (600,088) of fashion retail-related searches, second only to womenswear which accounted for the largest share with 56 per cent.

Fashion accessories-related searches down on January

'Lingerie' was the most popular accessories-related search term. It was queried 90,500 times and accounted for a 15 per share of online searches. 'Jewellery' followed with 74,000. However, search volumes for the term were down 16,500 on January.

'Earrings' and 'Bracelets' also took a hit with April search volumes totalling 12,100 a piece compared to 14,800 each in January.

And Jewellery wasn't the only accessories casualty. Search volumes for 'Bags' and 'Handbags' which in April totalled 40,500 a piece, were down 19 per cent on their January volume.

'Hats' were pretty much the only fashion accessory item to enjoy a significant rise, pulling in 27,100 searches in April -  a 22 per cent jump on January levels, compliments perhaps of the April showers.

Table 1: Top 10 Fashion Accessories Search Terms (January 2012 and April 2012)

Search Term

Number of searches

(January 2012)

% Share

(January 2012)

Number of Searches

(April 2012)

% Share

(April 2012)

Lingerie

90,500

14%

90,500

15%

Jewellery

90,500

14%

74,000

12%

Bags

49,500

 8%

40,500

  7%

Handbags

49,500

 8%

40,500

  7%

Sunglasses

27,100

 4%

27,100

  5%

Hats

22,200

 3%

27,100

  5%

Umbrella

22,200

 3%

14,800

  2%

Rings

14,800

 2%

14,800

  2%

Earrings

14,800

 2%

12,100

  2%

Bracelets

14,800

 2%

12,100

  2%

Other Keywords

263,733

40%

246,588

41%

Source: Greenlight (powered by Hydra)

Amazon most visible accessories retailer, online

Greenlight's report also revealed the twenty most visible fashion retail-related sites. Overall, ASOS was the most visible website in the natural search* listings, achieving a 55% share of voice. Debenhams followed in second place with 45% then House of Fraser with 26%.

In the accessories subsector, Amazon was the most visible retailer, achieving a 50% share of visibility in natural search. Debenhams came in second with a 43% share of voice.

Table 2: Top 5 - Most visible websites for accessories (April 2012)

No.

Domain

Reached volume

Missed volume

Percentage reached

1

amazon.co.uk

299,011

301,077

50%

2

debenhams.com

259,545

340,543

43%

3

wikipedia.org

254,371

345,717

42%

4

asos.com

220,579

379,509

37%

5

ernestjones.co.uk

127,755

472,333

21%

Source: Greenlight (powered by Hydra)

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