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Yandex- Fashion and Clothing Industry Update

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Latest update from Yandex on Russian and CIS consumers and their preferences and habits while shopping for clothing and fashion online.

Latest update from Yandex on Russian and CIS consumers and their preferences and habits while shopping for clothing and fashion online.

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  • 1. Online Fashion Retailers Category Overview
  • 2. 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
  • 3. 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
  • 4. 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
  • 5. 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 Nov Dec 2012 Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec 2013 Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec 2014 Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec 2015 Feb Mar 2013
  • 6. 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
  • 7. 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
  • 8. 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 Nov Dec 2012 Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec 2013 Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec 2014 Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec 2015 Feb Mar
  • 9. 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% Impressionsbyquarters
  • 10. 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)
  • 11. 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)
  • 12. 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
  • 13. 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
  • 14. 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%
  • 15. 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
  • 16. 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
  • 17. 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
  • 18. 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
  • 19. 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
  • 20. 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
  • 21. 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
  • 22. 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
  • 23. Assortment analytics (by segments) Ø  Clothing Ø  Shoes Ø  Accessories Ø  Underwear
  • 24. Clothing Ø  User interest dynamics in clothing for men, women and kids Ø  Interest distribution by types of clothing Ø  Interest seasonality
  • 25. 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
  • 26. 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%
  • 27. 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%
  • 28. 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
  • 29. 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
  • 30. 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
  • 31. 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
  • 32. Shoes Ø  User interest dynamics in shoes for men, women and kids Ø  Interest distribution by types of shoes Ø  Interest seasonality
  • 33. 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
  • 34. 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%
  • 35. 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
  • 36. Accessories Ø  Interest distribution by types of accessories Ø  Interest seasonality
  • 37. 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%
  • 38. 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
  • 39. 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
  • 40. 41 Holiday seasonality of accessories User interest in category in strongly connected to public holidays. That these accessories become most popular before the NewYear 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
  • 41. Underwear Ø  Interest seasonality Ø  Interest distribution by types of underwear
  • 42. 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
  • 43. 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%
  • 44. 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 Querydatabyswimbriefs Querydatabyswimsuits 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
  • 45. 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
  • 46. 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.
  • 47. 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
  • 48. 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 LuxurybrandsMassbrands Данные wordstat.yandex.ru, октябрь ‘2013 RegionalAffinity Shareofqueries RegionalAffinity Shareofqueries
  • 49. Luxury brands
  • 50. 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)
  • 51. 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.
  • 52. 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
  • 53. Mass-segment
  • 54. 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
  • 55. 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
  • 56. 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%
  • 57. Interest seasonality in segment
  • 58. 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
  • 59. 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
  • 60. 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
  • 61. 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
  • 62. 63 Seasonal Popularity of Destinations Данные wordstat.yandex.ru, июль ‘2012 – сентябрь ‘2013 Clothing Shoes Accessories Underwear Autumn Winter Spring Summer jackets 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
  • 63. Regional user interest in segment
  • 64. 65 Regional popularity: clothes TOP 20 cities with the biggest number of queries for buying clothes Regionalaffinity Thenumberofquery(permonth) 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%
  • 65. 66 Regional popularity: shoes TOP 20 cities with the biggest number of queries for shoes Regionalaffinity Thenumberofquery(permonth) 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%
  • 66. 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 Thenumberofquery(permonth) Regionalaffinity 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%
  • 67. 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 Thenumberofquery(permonth) Regionalaffinity 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%
  • 68. 69 Regions vs. Capitals: Clothing Share by type of clothingMoscow, 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
  • 69. 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
  • 70. 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 shoesMoscow, 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
  • 71. 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
  • 72. 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 accessoriesMoscow, 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
  • 73. 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
  • 74. Thank you! Preston Carey Business Development Director preston.carey@yandex.ru