This year’s online fashion trends have been thoroughly analysed, unveiling the most frequented eCommerce sites and consumer preferences.
Digital marketing analysis revealed that the fashion sector received 27 per cent more online traffic this year compared to the previous year. In the United Kingdom, the busiest eCommerce sites were identified as ASOS, followed by Next and Adidas. However, in February 2018, H&M became the frontrunner. As of September 2018, research indicates that the American brand Macy’s has surpassed both ASOS and H&M globally.
Over the past 12 months, the most searched brand on Google worldwide was H&M, followed by ZARA, Adidas, and Nike. Specifically, in the UK, online shoppers favoured brands such as New Look, TopShop, Boohoo, and River Island. The most sought-after item in the UK was a black dress, whereas, in the US, consumers predominantly searched for a white dress.
Interestingly, shopping preferences significantly varied across different regions. In Australia, the dominant search was for ‘ruby shoes’. Shoppers in India and New Zealand frequently looked for ‘black caps’, and in Canada, ‘yellow shoes’ were the most searched attire. Shoppers inclined toward in-store visits still utilised Google to locate their nearest store. Both globally and in the US, the top ‘near me’ fashion store searches were for Kohl’s, TJ Maxx, and Macy’s. In the UK, consumers showed a preference for nearby Primark, Hermes, and H&M outlets.
The analysis of online search behaviour highlights the dynamic nature of consumer preferences in the fashion sector, showcasing significant variations across different regions.