Online Fashion Retailers Category Overview
User Interest in Category
Ø Query dynamics
Ø User interest growth in category
Ø User interest growth forecast
Ø User interest on online shopping in regions
Ø User interest in Moscow, Saint-Petersburg vs. regions
Ø User interest in Russia vs. CIS
4
User Interest in Category Queries related to the scope of clothing and shoe shopping make about 0,5% of the total Yandex queries.
Category queries share in total amount of Yandex queries
Query distribution by segments within the category
Queries on clothes are the most popular in the category. They made up more than 60% of all category queries for last 12 months.
Wordstat.yandex.ru statistics, Oct ‘2011 – Sep ‘2013
0.0%
0.1%
0.2%
0.3%
0.4%
0.5%
0.6%
0.7%
61%
24%
10%
5%
Clothing Shoes Accessories Underwear
5
221,538,124 271,560,805
+23%
1 2
Category Dynamics In 2013 user interest in clothing and shoe shopping went up by 23%. (based on statistics from January to September).
Wordstat.yandex.ru statistics, Oct ‘2011 – Sep ‘2013
0
5,000,000
10,000,000
15,000,000
20,000,000
25,000,000
30,000,000
35,000,000
40,000,000
6
384,609,233
438,802,224
+14%
1 2
2014
Category Dynamics Forecast The whole interest in category (clothing, shoes, accessories) is expected to grow by 17% in 2013. In 2014 growth rate will be more moderate: user interest is expected to grow by 14%.
Wordstat.yandex.ru statistics, Oct ‘2011 – Sep ‘2013
0
5,000,000
10,000,000
15,000,000
20,000,000
25,000,000
30,000,000
35,000,000
40,000,000
45,000,000
50,000,000
2011
N
ov
Dec
20
12
Feb
Mar
A
pr
May
Ju
n Ju
l A
ug
Sep
O
ct
Nov
D
ec
2013
Fe
b M
ar
Apr
M
ay
Jun
Jul
Aug
S
ep
Oct
N
ov
Dec
20
14
Feb
Mar
A
pr
May
Ju
n Ju
l A
ug
Sep
O
ct
Nov
D
ec
2015
Fe
b M
ar
2013
7
16,245,474
25,591,477
+58%
1 2
User Interest Growth in Online Shopping Growth of queries connected with user intent to buy online exceeds user interest growth in category overall - 58% vs. 23% (in total). (based on statistics from January to September)
Wordstat.yandex.ru statistics, Oct ‘2011 – Sep ‘2013
0
500,000
1,000,000
1,500,000
2,000,000
2,500,000
3,000,000
3,500,000
4,000,000
4,500,000
8
Query Dynamics within Category User interest in clothes and shoes experience more significant seasonal changes than accessories or underwear.
Wordstat.yandex.ru statistics, Oct ‘2011 – Sep ‘2013
0
5000000
10000000
15000000
20000000
25000000
30000000
Clothing Shoes Accessories Underwear
9
233,589,369
268,096,108
+15%
1 2
Category Dynamics Forecast (Clothing)
Queries on clothing made up more than 60% of all category queries. That is the main reason of similarities in trends of user interest in clothing category and whole category “Clothing, shoes, accessories”. Notice that growth rates are getting higher in clothing category. In 2014 growth rate is expected to be +15% (in comparison to14% growth in 2014 in “Clothing, shoes, accessories” category), in 2013 - +15,6% (in comparison with 14%).
Wordstat.yandex.ru statistics, Oct ‘2011 – Sep ‘2013
0
5,000,000
10,000,000
15,000,000
20,000,000
25,000,000
30,000,000
35,000,000
2011
N
ov
Dec
20
12
Feb
Mar
A
pr
May
Ju
n Ju
l A
ug
Sep
O
ct
Nov
D
ec
2013
Fe
b M
ar
Apr
M
ay
Jun
Jul
Aug
S
ep
Oct
N
ov
Dec
20
14
Feb
Mar
A
pr
May
Ju
n Ju
l A
ug
Sep
O
ct
Nov
D
ec
2015
Fe
b M
ar
10
0
10000000
20000000
30000000
40000000
50000000
60000000
Moscow, St.Petersburg and reg.
Russian region (except Moscow and Saint-
Petersburg)
4 q. 2012 1 q. 2013 2 q. 2013 3 q. 2013
0
10000000
20000000
30000000
40000000
50000000
60000000
70000000
80000000
90000000
100000000
Russia CIS
4 q. 2012 1 q. 2013 2 q. 2013 3 q. 2013
User Interest Growth Dynamics In 2013 interest growth in category continued growing, but its rate has slowed down compared to 2012. The number of queries has increased steadily by ≈ +22-33% (depending on group requests) annually.
The growth rate of the amount of queries in category
Wordstat.yandex.ru statistics, Oct ‘2011 – Sep ‘2013
+54%
-16% -15%
+9%
+49%
-10%
-15%
+4%
+54% -2%
-19% +11%
+46%
-4% -19%
+1%
Impr
essi
ons
by q
uarte
rs
11
Interest towards Category in Regions: CIS, Russia In 2013* the number of queries in the category most actively has increased in CIS (+25%). In Russian regions growth rates are relatively higher, than in Moscow and Saint-Petersburg.
* (compared to 2012)
Wordstat.yandex.ru statistics, Oct ‘2011 – Sep ‘2013
0%
20%
40%
60%
80%
100%
120%
140%
160%
180%
200%
Russia
CIS
Russia: regions (excl. Moscow and St.Petersburg)
12
Interest towards Category in Russian Regions Share of queries from users in the regions with the highest internet penetration (Moscow and Moscow region, St. Petersburg and the Leningrad region) is gradually reducing. The audience is steadily being reallocated in favor to the regions.
Wordstat.yandex.ru statistics, Oct ‘2011 – Sep ‘2013
55% 56% 57% 57% 55% 57% 58% 58%
45% 44% 43% 43% 45% 43% 42% 42%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Moscow, St.Pete and reg.
RF (excl. Moscow and St.Pete)
13
Regional Popularity
There is a fairly large margin of interest growth in Russian regions. The majority of traffic on clothing and shoe shopping comes from Central region. Thus, in Moscow popularity rate is 155%, whereas in most other Russian regions it is less than 85%.
North-West – 10% of queries Saint-Petersburg – 7% of queries Reg. popularity – 108%, 122%
Volga reg. – 12% of queries Reg. popularity – 81%
CIS – 18% of queries, Reg. popularity – 93%
South – 4% of queries Reg. popularity – 79%
Central district – 43% of queries Moscow – 35% of queries, Reg. popularity – 135%, 155%
Ural – 6% of queries Reg. popularity – 85%
Siberia – 6% of queries, Reg. popularity – 77%;
Far East – 1% of queries Reg. popularity – 77%
Данные wordstat.yandex.ru, октябрь ‘2013
Online Fashion Retailers Brand Dynamics
Ø User interest in Russian and International online fashion retailers
Ø User interest growth towards cross- border e-shops and Chinese trading platforms
15
0
4000000
8000000
12000000
16000000
20000000
Russian online stores International Megamarkets, cross-borders and trading
platforms
Oct 2011 - Sep 2012 Oct 2012 - Sep 2013
For the last 12 months, interest in local online retailers has increased by almost 2 times. As a result, in September, their share has exceeded the share of interest in international retail sites. The shift was caused by changes in popularity among brand leaders: user interest growth to Lamoda , Wildberries and drop in interest to Bonprix.
Online retailers share, September 2013
User interest Dynamics (based on retailers brands statistics)
Online Fashion Retailers Dynamics
Wordstat.yandex.ru statistics, Oct ‘2011 – Sep ‘2013
57%
43%
Russian International
91% -3% 148%
16 Данные wordstat.yandex.ru, январь ‘2012 – сентябрь ‘2013
Online Retailers, Cross-Borders and Trading Platforms Brand Dynamics
0
100000
200000
300000
400000
500000
600000
700000
800000
900000
1000000
Aliexpress eBay Ozon Bonprix Wildberries Lamoda Otto Sapato Quelle
17
0
1000000
2000000
3000000
4000000
5000000
6000000
7000000
Online Fashion Retailers Popularity
Данные wordstat.yandex.ru, октябрь ‘2012 – сентябрь ‘2013
(based on data for the last 12 months)
Russian online retailers
International online retailers
18 Данные wordstat.yandex.ru, январь ‘2012 – сентябрь ‘2013
Variation in User Interest in Russian Online Retailers
57% 313%
28%
23%
35%
45% 4% 451% 135%
0%
50%
100%
150%
200%
250%
300%
350%
400%
450%
500%
0
1000000
2000000
3000000
4000000
5000000
2012 2013
19
Brand Dynamics of Russian Online Retailers
Wordstat.yandex.ru statistics, Oct ‘2011 – Sep ‘2013
0
100000
200000
300000
400000
500000
600000
700000
800000
Wildberries Lamoda Sapato Kupivip Butik Boutique Z95 Brand-in-trend Trendsbrands
20
-24%
7%
-6%
-9% 23%
4% 16% 25% -22% 8% -22%
-30%
-20%
-10%
0%
10%
20%
30%
0
1000000
2000000
3000000
4000000
5000000
6000000 2012 2013
Данные wordstat.yandex.ru, январь ‘2012 – сентябрь ‘2013
Variation in User Interest in International Online Retailers
21
Brand Dynamics of International Online Retailers
0
100000
200000
300000
400000
500000
600000
700000
800000
900000
1000000
Bonprix Otto Quelle La Redoute Asos Witt Yoox Klingel 3suisses Wenz Zappos
Wordstat.yandex.ru statistics, Oct ‘2011 – Sep ‘2013
22
Cross-borders and Online Trading Platforms: User Interest Dynamics
0
500000
1000000
1500000
2000000
2500000 eBay Aliexpress Ozon Taobao Deal Extreme Shopotam Vivatao Club-sale Lightinthebox Kupinatao Luxtao Kitmall
Wordstat.yandex.ru statistics, Oct ‘2011 – Sep ‘2013
0
5000
10000
15000
20000
25000
Taobao Aliexpress eBay Ozon
Brand Interest Dynamics
Brand Interest Dynamics based on enclosed queries related to the category items
23
50%
913%
-5%
52%
-19% 17% 116% -47% 86% 260% -200%
0%
200%
400%
600%
800%
1000%
0
4000000
8000000
12000000
16000000
2012 2013
New players
Cross-borders and Online Trading Platforms: User Interest Dynamics
Данные wordstat.yandex.ru, январь ‘2012 – сентябрь ‘2013
73%
4675% 170%
20%
0%
500%
1000%
1500%
2000%
2500%
3000%
3500%
4000%
4500%
5000%
0
40000
80000
120000
160000
Taobao Aliexpress eBay Ozon
User interest in cross-border trading platforms is growing rapidly. Their growth rate is more than Russian retailers’ one for both groups of queries: brand or category related (ex. “Taobao clothes”). The main threat comes from TaoBao and Aliexpress as potential competitors in the category.
Brand Queries related the Category
Brand Queries
Assortment analytics (by segments)
Ø Clothing
Ø Shoes
Ø Accessories
Ø Underwear
Clothing
Ø User interest dynamics in clothing for men, women and kids
Ø Interest distribution by types of clothing
Ø Interest seasonality
26
Clothing Query Dynamics The number of queries on clothing for women is 4 times more than for men and 2 times more than for kids. However, interest growth in men’s and kids’ clothing is higher than in women’s (+30% and +34% compared to 24% respectively).
+24%
+34%
+30%
+14%
Wordstat.yandex.ru statistics, Oct ‘2011 – Sep ‘2013
Growth january-september 2013/ january-september 2012
0
1,000,000
2,000,000
3,000,000
4,000,000
5,000,000
6,000,000
7,000,000
8,000,000
Women's clothes
Men's clothes
Kid's clothes
Maternity clothes
27
Interest distribution by types of clothing
Данные wordstat.yandex.ru, октябрь ‘2012 – сентябрь ‘2013
TOP-3 the most popular search queries are for dresses, costumes and jackets which make up more than 50%.
(based on statistics for the last 12 months)
25%
15%
12% 6%
5%
5%
4%
4%
3%
3%
18% dress - 25,2% suits jackets - 12,2% coats - 6,4% t-shirts - 5% skirts - 4,4% down jackets - 4% jumpsuits - 3,5% shirts - 3,3% jeans - 3,1% other 18,1%
28
Interest distribution by types of clothing
Данные wordstat.yandex.ru, октябрь ‘2012 – сентябрь ‘2013
Women’s clothing Men’s clothing
Kid’s clothing
60%
9%
5% 3% 3% 3%
6%
dresses - 60,1%
skirts - 8,8%
womens jackets - 4,8%
sarafans - 3,3%
blouses - 2,8%
women's coats - 2,8%
women's suits - 2,7%
women's down jackets - 2,6%
tunics - 1,9%
women's pants - 1,4%
women's jeans - 1,3%
women's sports suits - 0,9%
other - 6,6%
23%
20%
10% 7% 6%
6%
5%
5%
4%
6%
men's jackets - 22,7% men's suits - 19,8% men's shirts - 9,8% men's jeans - 7,4% men's coat - 6,4% men's trousers - 5,8% men's down jackets - 5,3% men's jackets - 4,8% men's t-shirts - 4% sports suits - 3% men's shorts - 2,8% men's sweaters - 1,9% other - 6,4%
45%
20%
14%
6%
rompers - 45,5% children's suits - 19,8%
girl's dresses - 14,1% children's jackets - 6,3%
children's down jackets - 2,5% children's coats - 2,4%
children's skirts - 1,7% children's t-shirts - 1,3%
children's pants - 1,2% children's jeans - 1%
children's summer dresses - 1% children's sweaters - 0,7%
other - 2,5%
29
0
500000
1000000
1500000
2000000
2500000
jackets coats
0
200000
400000
600000
800000
1000000
1200000
1400000
down jackets jumpsuits
Outerwear query dynamics
Wordstat.yandex.ru statistics, Oct ‘2011 – Sep ‘2013
Query associated with outerwear, characterized by a pronounced seasonality. The demi-season clothes reach interest peaks at October and March, winter clothes at October-November.
Demi-season clothes Winter clothes
30
0
100000
200000
300000
400000
500000
suits jeans
Types of clothing query dynamics
Wordstat.yandex.ru statistics, Oct ‘2011 – Sep ‘2013
There are several models of seasonality: • Types of clothes, popular in spring and
autumn (peaks in October, March); • Types of clothes, popular in winter (October-
November); • Clothes with growing interest in the spring-
summer; • Clothes with growing interest in the spring
only (the peak in March-April); • Queries with clear «festive» seasonality
(growth before the New year and the February 23d holidays);
Spring-summer seasonality Spring seasonality
Holiday seasonality
0 20000 40000 60000 80000
100000 120000
men's shirts
0 100000 200000 300000 400000 500000 600000 700000 800000
t-shirts skirts
31
Dresses query dynamics
Wordstat.yandex.ru statistics, Oct ‘2011 – Sep ‘2013
Queries on dresses can be divided into two groups: for the New Year celebration and dresses of new spring-summer collection. Queries from the first group match with the trend of selling queries (a significant share of queries includes a clear shopping intent). Queries from the second group are more informative because include inlaid queries on photos.
Holiday seasonality Spring-summer seasonality
0 100000 200000 300000 400000 500000 600000 700000
evening dresses beautiful dresses black dresses buy dress
0 20000 40000 60000 80000
100000 120000 140000 160000 180000 200000
long dresses white dresses
32
Popular queries of kinds of dresses
*
* interest to wedding dresses was not taken into account (in the earlier slides on trends in clothing)
0 100000 200000 300000 400000 500000 600000 700000 800000 900000
Pencil dresses
Lace dresses
Greek dresses
Blue dress
Large size dresses
Cocktail dresses
Knitted dress
Party dresses
Fancy dresses
Floor-length dress
Red dresses
Dresses with sleeves
Short dresses
Dresses for thick
Dresses for prom
Black dresses
Long dresses
White dresses
Evening dresses
Wedding dresses
The number of impressions per month
Shoes
Ø User interest dynamics in shoes for men, women and kids
Ø Interest distribution by types of shoes
Ø Interest seasonality
34
Generic query dynamics of shoes The biggest interest to the shoes is observed in spring and autumn. Number of search queries on children's and women's shoes is two times higher than on the men's.
Wordstat.yandex.ru statistics, Oct ‘2011 – Sep ‘2013
0
100000
200000
300000
400000
500000
600000
700000
women's shoes men's shoes kid's shoes
35
Interest distribution by kinds of shoes
Данные wordstat.yandex.ru, октябрь ‘2012 – сентябрь ‘2013
TOP-3 the most popular search queries are for boots, sneakers and shoes, which make up more than 55%.
(based on statistics for the last 12 months)
26%
19%
17%
11%
7%
5%
4%
3% 2% 2% 4%
boots - 26,1%
sneakers - 19,4%
shoes - 16,6%
high shoes - 11,1%
plimsolls - 6,7%
felt boots - 4,6%
uggs - 3,8%
sandals - 3,4%
shoe boots - 2,3%
pumps - 2%
other - 3,9%
36
0
200000
400000
600000
800000
1000000
sneakers shoes plimsolls
0
100000
200000
300000
400000
500000
600000
high shoes felt boots uggs
0
50000
100000
150000
200000
250000
300000
sandals pumps loafers
0
200000
400000
600000
800000
1000000
boots shoe boots
Types of shoes query dynamics Demi-season seasonality Summer seasonality
Winter seasonality Spring seasonality
Wordstat.yandex.ru statistics, Oct ‘2011 – Sep ‘2013
Accessories
Ø Interest distribution by types of accessories
Ø Interest seasonality
38
Distribution of queries by kinds of accessories
TOP-3 the most popular queries are for bags, hats and scarves, which make up more than 85%.
Данные wordstat.yandex.ru, октябрь ‘2012 – сентябрь ‘2013
(based on statistics for the last 12 months)
63%
18%
6%
6% 3%
2% bags - 63,1%
caps - 17,6%
scarves - 6,2%
peaked caps - 5,8%
purses - 2,6%
gloves - 1,6%
belts - 1,3%
hats - 1%
shawls - 0,5%
berets - 0,3%
snoods - 0,1%
39
Popular search queries of kinds of bags
0 20000 40000 60000 80000 100000 120000 140000 160000
Bags for documents
Beach bags
Small bags
Bags suitcases
Camera bags
Suede bags
Big bags
Bags for girls
Bags backpacks
Brand bags
Copies of bags
Bags on wheels
Shoulder bags
Sports bags
Laptop bags
Travel bags
Leather bags
Men's bags
Women's bags
The number of impressions per month
40
Types of accessories query dynamics
Wordstat.yandex.ru statistics, Oct ‘2011 – Sep ‘2013
The query data on bags and hats are displayed on the right (additional) axis.
Winter seasonality Demi-season seasonality
0
500000
1000000
1500000
2000000
2500000
3000000
0
50000
100000
150000
200000
250000
300000
peaked caps hats bags
0
4000
8000
12000
16000 berets snoods
0
200000
400000
600000
800000
1000000
1200000
1400000
0 50000
100000 150000 200000 250000 300000 350000 400000 450000
scarves gloves caps
41
Holiday seasonality of accessories
User interest in category in strongly connected to public holidays. That these accessories become most popular before the New Year holidays, February 23 (Defender of the Fatherland Day) and March 8 (International Women's Day) (the main growth is 30 days before the holidays).
Wordstat.yandex.ru statistics, Oct ‘2011 – Sep ‘2013
User interest dynamics are similar for most popular types of accessories with peaks in the pre-New Year period and February - March.
0
20000
40000
60000
80000
100000
120000
140000
purses belts shawls
Underwear
Ø Interest seasonality
Ø Interest distribution by types of underwear
43
Underwear query dynamics
Wordstat.yandex.ru statistics, Oct ‘2011 – Sep ‘2013
Swimsuits define almost all seasonal changes in user interest in category. Nevertheless, the seasonality of interest to the lingerie is almost the reverse (the main growth occurs in winter and the beginning of spring).
0
500000
1000000
1500000
2000000
2500000
Generic queries Underwear Swimsuits
44
Interest distribution by types of underwear
TOP-3 the most popular search queries are for swimwear, lingerie, tights and socks which make up more than 78%.
Данные wordstat.yandex.ru, октябрь ‘2012 – сентябрь ‘2013
(based on statistics for the last 12 months)
41%
20%
17%
11%
8% swimsuits - 41,4%
underwear - 19,5%
tights and socks - 17,1%
bras - 10,7%
briefs - 7,6%
bodysuits - 1,5%
swim briefs - 1,3%
corsets - 0,5%
corsages - 0,3%
modeling lingerie - 0,1%
negligee - 0,04%
45
Types of underwear query dynamics Interest on the underwear reaches its maximum in February-March, on the swimsuits – right before the summer months.
Данные wordstat.yandex.ru, октябрь ‘2012 – сентябрь ‘2013
Query data by sw
im briefs
Que
ry d
ata
by s
wim
suits
0
50000
100000
150000
200000
250000
300000
350000
400000
450000
underwear tights and socks bras briefs bodysuits
0
10000
20000
30000
40000
50000
60000
0
200000
400000
600000
800000
1000000
1200000
1400000
swimsuits swim briefs
Brand analytics
Ø Dynamics and distribution of brand queries:
Ø in luxury-segment
Ø in mass-segment
Ø Geography of brand interest
Ø TOP popular brands: dynamics and change of interest
47
0
10000000
20000000
30000000
40000000
50000000
0
1000000
2000000
3000000
4000000
5000000
6000000
7000000
2011-10 2011-12 2012-02 2012-04 2012-06 2012-08 2012-10 2012-12 2013-02 2013-04 2013-06 2013-08
TOP-40 mass brands TOP-40 luxury brands Generic category queries
Dynamics of brand query corresponds the generic queries in the category. However, the interest towards luxury brands is higher in pre-new year period.
Данные wordstat.yandex.ru, октябрь ‘2012 – сентябрь ‘2013, ТОП-40 премиум и массовых брендов
+15,0%
+13,9%
Brand dynamics
The generic queries are displayed on the right (additional) axis.
48
Brand interest distribution
Данные wordstat.yandex.ru, октябрь ‘2012 – сентябрь ‘2013
Luxury vs. mass brands TOP-5 brands
Interest in mass brands is 2 times higher than the interest towards luxury brands, according to the TOP-40 of both groups. More than a quarter of requests are sports brand Adidas and Nike.
67%
33%
TOP-40 mass brands TOP-40 luxury brands
15%
12%
3% 3%
3%
64%
Adidas Nike Incity Reebok Ecco Other
49
0%
50%
100%
150%
200%
0%
10%
20%
30%
40%
0%
50%
100%
150%
200%
0%
10%
20%
30%
40%
Geography of brand interest Lu
xury
bra
nds
Mas
s br
ands
Данные wordstat.yandex.ru, октябрь ‘2013
Regional A
ffinity
Shar
e of
que
ries
Regional A
ffinity
Shar
e of
que
ries
Luxury brands
51
TOP-20 popular luxury brands
Данные wordstat.yandex.ru, октябрь ‘2012 – сентябрь ‘2013
Impressions
0
500000
1000000
1500000
2000000
2500000
(based on statistics for the last 12 months)
52
Query dynamics of TOP-10 luxury brands
0
50000
100000
150000
200000
250000
Lacoste Gucci Armani Givenchy Calvin Klein D&G Hermes Burberry Diesel Louis Vuitton
Wordstat.yandex.ru statistics, Oct ‘2011 – Sep ‘2013
The interest to the brand Lacoste is kept at a high level throughout the year. In some months the interest to brands Gucci and Armani exceeds Lacoste.
53
Change of interest to luxury brands
Wordstat.yandex.ru statistics, Oct ‘2011 – Sep ‘2013
12%
14% 14% 21% -3% 42%
9% 2% 20% -8%
-20%
-10%
0%
10%
20%
30%
40%
50%
0
500000
1000000
1500000
2000000
2500000
Lacoste Gucci Armani Givenchy Calvin Klein
D&G Hermes Burberry Diesel Louis Vuitton
окт 2011 - сен 2012 окт 2012 - сен 2013
Mass-segment
55
TOP-20 popular mass brands (based on statistics for the last 12 months)
Данные wordstat.yandex.ru, октябрь ‘2012 – сентябрь ‘2013
0
2000000
4000000
6000000
8000000
10000000
12000000
14000000
16000000
56
Query dynamics of TOP-10 mass brands
Wordstat.yandex.ru statistics, Oct ‘2011 – Sep ‘2013
Undisputed leaders over the last 2 years are Adidas and Nike. 3rd place, depending on the month, divided between brands Incity, Adidas and Ecco.
0
200000
400000
600000
800000
1000000
1200000
1400000
1600000
1800000
Adidas Nike Incity Reebok Ecco Mango oodji Puma Bershka Columbia
57
Change of interest to mass brands
Wordstat.yandex.ru statistics, Oct ‘2011 – Sep ‘2013
25%
28% 19% 45% 18% 15% 13% 25% 36%
0
2000000
4000000
6000000
8000000
10000000
12000000
14000000
16000000
Oct 2011 - Sep 2012 Oct 2012 - Sep 2013
-1%
Interest seasonality in segment
59
Main growing segments (by seasons): clothing The greatest increase of interest to the clothing segment is in autumn: interest becomes 2.5 times higher than in winter and more than 5 times higher than in spring. In summer there is the decline of interest.
Growth of interest in autumn Growth of interest in winter
Growth of interest in spring
Данные wordstat.yandex.ru, июль ‘2012 – сентябрь ‘2013
0
1000000
2000000
3000000
4000000
5000000
0
500000
1000000
1500000
2000000
2500000
0 50000
100000 150000 200000 250000 300000 350000
60
The growth of interest in autumn and spring is about 4 times higher, than in winter. There is the decline of interest almost of all types of shoes in summer.
Growth of interest in autumn Growth of interest in winter
Growth of interest in spring
Данные wordstat.yandex.ru, июль ‘2012 – сентябрь ‘2013
Main growing segments (by seasons): shoes
0
200000
400000
600000
800000
1000000
0
50000
100000
150000
200000
250000
0
200000
400000
600000
800000
1000000
61
The growth of interest at autumn is 2 times higher than in winter and 3,8 times higher than in spring.
Growth of interest in autumn Growth of interest in winter
Growth of interest in spring
Данные wordstat.yandex.ru, июль ‘2012 – сентябрь ‘2013
Main growing segments (by seasons): accessories
0
400000
800000
1200000
1600000
2000000
0
200000
400000
600000
800000
1000000
0
100000
200000
300000
400000
500000
bags peaked caps hats
62
The increase in the segment falls in winter and spring, when interest is 4 times higher than in the autumn.
Growth of interest in autumn Growth of interest in winter
Growth of interest in spring
Данные wordstat.yandex.ru, июль ‘2012 – сентябрь ‘2013
Main growing segments (by seasons): underwear
0
20000
40000
60000
80000
100000
120000
0 50000
100000 150000 200000 250000 300000 350000 400000 450000
0
200000
400000
600000
800000
1000000
swimsuits bras swim briefs
63
Seasonal Popularity of Destinations
Данные wordstat.yandex.ru, июль ‘2012 – сентябрь ‘2013
Clothing Shoes Accessories Underwear
Autumn Winter Spring Summerjackets dresses swimsuits shirts
coats bags sneakers swim briefs
down jackets t-shirts boots shorts
caps swimsuits shoes sandals
jumpsuits shirts bags sandals
high shoes shoes plimsolls
boots underwear peeps
scarves skirts shorts
dresses suits jeans
felt boots felt boots sundresses
uggs high shoes peaked caps
sweaters shorts t-shirts
sweatshirts sundresses wind jackets
sneakers bras pants
ankle boots briefs skirts
Regional user interest in segment
65
Regional popularity: clothes TOP 20 cities with the biggest number of queries for buying clothes
Regional affinity
The
num
ber
of q
uery
(pe
r m
onth
)
Данные wordstat.yandex.ru, октябрь ‘2013
The most regional popularity is observed in the capital cities of Russia and CIS and also in a part of the cities of Ukraine.
0%
20%
40%
60%
80%
100%
120%
140%
160%
180%
0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
30.0%
35.0%
66
Regional popularity: shoes TOP 20 cities with the biggest number of queries for shoes
Regional affinity
The
num
ber
of q
uery
(pe
r m
onth
)
Данные wordstat.yandex.ru, октябрь ‘2013
High regional popularity is observed in the cities of the CIS, especially in Ukraine.
0%
20%
40%
60%
80%
100%
120%
140%
160%
180%
0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
30.0%
67
Regional popularity: accessories TOP 20 cities with the biggest number of queries for accessories of online retailers of clothing and shoes
Данные wordstat.yandex.ru, октябрь ‘2013
The
num
ber
of q
uery
(pe
r m
onth
) R
egional affinity
0%
20%
40%
60%
80%
100%
120%
140%
160%
180%
0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
30.0%
35.0%
68
Regional popularity: underwear
Данные wordstat.yandex.ru, октябрь ‘2013
In the segment of underwear the greatest interest and regional popularity falls on Moscow.
TOP 20 cities with the biggest number of queries for underwear
The
num
ber
of q
uery
(pe
r m
onth
) R
egional affinity
0%
20%
40%
60%
80%
100%
120%
140%
160%
0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
30.0%
35.0%
69
Regions vs. Capitals: Clothing Share by type of clothing Moscow, Saint Petersburg
and region Russ.Fed.: regions
Данные wordstat.yandex.ru, октябрь ‘2012 – сентябрь ‘2013
19%
16%
13%
10%
8%
7% 6% 4%
17%
dresses jackets suits coats down jackets jeans t-shirts skirts other
26% 15%
11%
7%
7%
7% 6% 5%
18%
dresses suits jackets coats skirts jeans t-shirts down jackets other
57% 52% 51% 48% 47% 44% 43% 43% 43% 43% 42% 41% 40% 39% 34% 32% 31% 29% 41%
43% 48% 49% 52% 53% 56% 57% 57% 57% 57% 58% 59% 60% 61% 66% 68% 69% 71% 59%
0%
20%
40%
60%
80%
100%
Moscow, Saint Petersburg and region Russ.Fed.: regions
70
84% 91% 87% 87% 87% 87% 85% 85% 85% 84% 84% 84% 83% 83% 83% 82% 82% 79% 79%
16% 9% 13% 13% 13% 13% 15% 15% 15% 16% 16% 16% 17% 17% 17% 18% 18% 21% 21%
0%
20%
40%
60%
80%
100%
Russia CIS
Russia vs. CIS: Clothing Share by type of clothing Russia CIS
Данные wordstat.yandex.ru, октябрь ‘2012 – сентябрь ‘2013
23%
14%
13%
8%
7% 6% 6% 6%
17%
dresses suits jackets coats jeans down jackets t-shirts skirts other
25% 14%
12%
7%
7% 6%
6% 5%
17%
dresses
suits
jackets
jeans
skirts
coats
71
46% 66% 63% 62% 57% 56% 53% 52% 52% 49% 48% 46% 45% 45% 44% 42% 41%
54% 34% 37% 38% 43% 44% 47% 48% 48% 51% 52% 54% 55% 55% 56% 58% 59%
0%
20%
40%
60%
80%
100%
Moscow, Saint Petersburg and region Russ.Fed.: regions
Regions vs. Capitals: Shoes Share by type of shoes Moscow, Saint Petersburg
and region Russ.Fed.: regions
26%
18%
15%
13%
7%
5% 4% 3%
9% boots sneakers shoes high shoes plimsolls felt boots uggs peeps
27%
20% 18%
10%
6%
5% 3%
8% boots sneakers shoes high shoes plimsolls felt boots peeps
72
83% 91% 91% 90% 87% 86% 85% 84% 84% 84% 84% 84% 81% 81% 81% 80% 75%
17% 9% 9% 10% 13% 14% 15% 16% 16% 16% 16% 16% 19% 19% 19% 20% 25%
0%
20%
40%
60%
80%
100%
Russia CIS
Russia vs. CIS: Shoes Share by type of shoes Russia CIS
26%
19%
17%
11%
7%
5% 4% 8%
boots sneakers shoes high shoes plimsolls felt boots uggs
24.10%
21.61%
19.51% 10.04%
5.88%
5.59%
7.95% boots sneakers shoes high shoes plimsolls peeps uggs pumps
73
48% 65% 65% 62% 61% 56% 56% 53% 50%
37% 35% 33%
52% 35% 35% 38% 39% 44% 44% 47% 50%
63% 65% 67%
0%
20%
40%
60%
80%
100%
Moscow, Saint Petersburg and region Russ.Fed.: regions
Regions vs. Capitals: Accessories Share by type of accessories Moscow, Saint Petersburg
and region Russia: regions
70%
13%
4% 4%
3% bags caps peaked caps scarves purses gloves belts hats other
57% 22%
8%
7% 2% 1%
bags caps scarves peaked caps purses gloves belts hats
74
84% 90% 87% 86% 86% 85% 85% 83% 83% 81% 81% 81%
16% 10% 13% 14% 14% 15% 15% 17% 17% 19% 19% 19%
0%
20%
40%
60%
80%
100%
Russia CIS
Russia vs. CIS: Accessories Share by type of accessories Russia CIS
64% 17%
6% 6% 2% 2%
bags caps scarves peaked caps purses gloves belts hats
60% 19%
7% 7%
3% 1% bags caps scarves peaked caps purses gloves belts hats