London, 1 March, 2012 - From Mary
Katrantzou's elevating of teaspoons and telephone dials to couture
status and Christopher Kane opting for a purple carpet to 'walk'
his lilac collection down, London Fashion Week 2012, the most
glamorous of events, showed it has not lost it sense of fun. But
how might some of the show stopping creations on the catwalks
translate online when consumers go looking for the latest fashions,
with a view to making a purchase?
Data from Hydra a leading provider of
software-as-a-service (SaaS) tools for digital marketers, reveals
that in the quarter leading up to London Fashion Week (November
2011, December 2011, January 2012), UK consumers made a total of
3.7 million searches online for fashion products. According to
Hydra's One Platform, which holds two years' worth of data,
close to 1.4 million pertained to womenswear compared to a meagre
811,000 for menswear.
'Maxi dresses' were all the rage for the New
Considering the winter season, the terms 'dresses', 'dress'
and 'maxi dresses' were consistently the three most popular
keywords used when consumers went online to look for womenswear
between November 2011-January 2012.
Interestingly 'Maxi dresses' saw their popularity rise in the
New Year with the number of searches doubling from 33,100 in
November, 22,200 in December to 60,500 in January, to account for
13 per cent of womenswear-related searches, online.
Winter coats and quilted jackets came nowhere close to making a
dent. Dress-related searches it seems, ruled.
Shirts proved to be the big puller of online searches
'Mens coats', 'Mens shirts', Mens Jackets' and Mens suits' were
pretty much the top four key terms that dominated menswear-related
searches for the same period.
In November, each was queried 18,100 times, cumulatively
accounting for 24% of all searches made for the subsector.
In December, the search term 'Mens coats' was the most popular,
having been queried 22,200 times
In January, the search term 'Mens suits' was queried 18,100
times, accounting for 9% of all searches made for the
Overall however, with the exception of January, it was
shirt-related queries that drew in most searchers. Cumulatively the
terms "Mens shirts" and "Shirts for men" accounted for 24,700 of
all menswear-related searches in both November and December and
16,500 in January.
ASOS the most visible retailer in natural
ASOS was most visible online retailer to consumer searches for
womenswear within the report. It was followed in second place by
House of Fraser. Marisota was the most visible advertiser.
ASOS also led in the menswear sector, followed by Top Man whilst
Premier Man overtook MandMDirect to become the most visible
advertiser in December 2011 and January 2011.
It remains to be seen just how these terms will be influenced by
the conclusion of London Fashion Week and evolving fashion trends.
By having intelligence on the most popular search terms consumers
use when they go online to search for fashion wear, and having
tools to be able to keep track and even predict how these terms
might alter according to trends, online retailers can optimise
their sites so their goods will be visible to related
Notes to Editors:
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T: +44 0(20) 3326 1888
Hydra is a provider of
SaaS tools established in 2011. The One Platform enables enterprise
marketers to strategically and proactively monitor, report and
participate in the conversation that existing and potential
customers are having about their brand online. Gathering the
collective requests and feedback of marketing executives, digital
specialists, and agency professionals, One from Hydra is focused on
driving revenue and return on investment (ROI) through integrated,
efficient and optimised management and implementation of Phrase Marketing campaigns
across online disciplines - Natural Search, Paid Search and Social