(Full Report) Interest in Fashion in Russia: UK, Italy, Germany.

Interest in Fashion in
Russia
Constantin
Starchikov
Business Solutions
Manager.
Yandex (Russia and CIS).
Webcertain Group LtdJuly, 2018

User interest in industry
60%21%
14%
5%
Clothing Accessories Shoes Underwear
0.0%
0.2%
0.4%
0.6%
0.8%
1.0%
1.2%
0
10
20
30
40
50
60
70
80
May Jul Sep Nov 2017 Mar May Jul Sep Nov 2018 Mar
mln
Fashion Queries' share related to Fashion in total amount of Yandex queries
2
In June 2016 new mobile platforms were added
wordstat.yandex.ru. Russia
Q1 2018

User interest in Fashion
3
Query dynamicsQueries year-on-year
173,431,93
7
179,816,78
6
+4%
0
10
20
30
40
50
60
70
80
mln
Q1 2017 Q1 2018

Dynamics of the category Fashion Luxury
4
Q1 2017 Q1 2018
7,539,087
8,648,686
+15%
0
500,000
1,000,000
1,500,000
2,000,000
2,500,000
3,000,000
3,500,000

User interest in Online Fashion Shopping
5
Q1 2017 Q1 2018
31,788,725 30,600,039
-4%
0
2
4
6
8
10
12
14
mln

User interest in discounts
6
5,987,221
3,888,701
-35%
0
500,000
1,000,000
1,500,000
2,000,000
2,500,000
Feb Apr Jun Aug Oct Dec Feb Apr Jun Aug Oct Dec
Sale&Discounts
2,537,043 2,630,110
+4%
0
100,000
200,000
300,000
400,000
500,000
600,000
700,000
800,000
900,000
1,000,000
Feb Apr Jun Aug Oct Dec Feb Apr Jun Aug Oct Dec
The calculation of mobile queries was changed in March 2016. Moreover, in June 2016 new mobile platforms were added
wordstat.yandex.ru. Worldwide
Q4 2016 Q4 2017
Desktop
Mobile

User interest by categories
0
10
20
30
40
50
May Jun Jul Aug Sep Oct Nov Dec 2017 Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec 2018 Feb Mar Apr
mln
+5%
+8%
-3%
+8%
0
20
40
60
80
100
120
mln
Q1 2017 Q1 2018
wordstat.yandex.ru. Russia 7

Change of interest in category Fashion by quarters
+12%
+6%
-47%
+8%
0
50
100
150
200
Moscow & St.
Petersburg
Russia (except
Moscow & St.
Petersburg)
CIS (except Russia) Russia
mln
Q3
+6%
+5%
-51%
+6%
0
50
100
150
200
250
Moscow & St.
Petersburg
Russia (except
Moscow & St.
Petersburg)
mln
Q4
8
Interest in CIS is dropped down because of block Yandex in Ukraine since Мay 2017
2016 2017 2018
0%
+6%
-52%
+4%
0
50
100
150
200
Moscow & St.
Petersburg
Russia (except
Moscow & St.
Petersburg)
mln
Q1
+33%
+26%
-10%
+28%
0
50
100
150
200
Moscow & St.
Petersburg
Russia (except
Moscow & St.
Petersburg)
mln
Q2

The share of interest in Russian regions
9wordstat.yandex.ru. Russia
43%
8%
16%
8%
2%
12%
10%
2%
Q1 2018
Desktop & Mobile queries
Central Federal District
Northwestern Federal District
Southern Federal District
and Republic of Crimea
North Caucasian Federal District
Volga Federal District
Ural Federal District
Siberian Federal District
Far Eastern Federal
District

10
Interest inwards Fashion in Russian Regions
Moscow & St. Petersburg Russia (except Moscow & St. Petersburg)
The calculation of mobile queries was changed in March 2016. Moreover, in June 2016 new mobile platforms were added
61% 62% 61% 59% 60% 58% 59% 61%
39% 38% 39% 41% 40% 42% 41% 39%
Spring 2016 Summer 2016 Autumn 2016 Winter 2016 - 2017 Spring 2017 Summer 2017 Autumn 2017 Winter 2017 - 2018
50% 56% 54% 55% 56% 56% 56% 57%
50% 44% 46% 45% 44% 44% 44% 43%
Spring 2016 Summer 2016 Autumn 2016 Winter 2016 - 2017 Spring 2017 Summer 2017 Autumn 2017 Winter 2017 - 2018

User interest by Clothing categories
wordstat.yandex.ru. Russia 11
0
2
4
6
8
10
12
mln
Women's clothing Children's clothing Men's clothing Sport clothing Pregnant women's clothing Newborn clothing
+1%
-4%
+14%
+9%
-16% -13%
0
5
10
15
20
25
30
Women's clothing Children's clothing Men's clothing Sport clothing Newborn clothing Pregnant women's clothing
mln
Q1 2017 Q1 2018

Change of interest in high street brands
12wordstat.yandex.ru. Russia
+7% +35%
+11%
+12% +20% -2%
+6%
+23%
-9%
+12% +7%
-2% +34% +5% -8% 0% +24% +6% -14% +2% -4% -3% -5%
0
100,000
200,000
300,000
400,000
500,000
600,000
700,000
Q1 2017 Q1 2018

British Fashion › The highest number of queries for British clothing and
shoes is reached in March
› Next, Topshop, Burberry, and Chester get the most queries
› Queries for British clothing and shoes are highest among men
and women aged 25-44 with high incomes
› There are very few queries for British outlets
Yandex data. April, 2018. Russia

01
Russia
British accessories, underwear, shoes, clothing

0
2,000
4,000
6,000
8,000
10,000
12,000
14,000
16,000
18,000
Clothing
Shoes
Accessories
Underwear
15
WordStat data. All devices. April, 2018
Russia
Underwear showed strongest YoY growth
British clothing and shoes characterized by identical dynamics
+4%
+76%
+35%
0%
Queries

16
Russia
Based on 2017, we can say that spring and autumn are peak times for queries about British fashion.
Query dynamicsQueries YoY
Number of queries in “British fashion” category
0
5,000
10,000
15,000
20,000
25,000
30,000
35,000
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
2017 2018
80,763 85,093
+5%
Jan'2017 – Mar'2017 Jan'2018 – Mar'2018

17
Russia
The seasonality for queries about British outlets is comparable to that of the overall category, with peaks in spring and autumn. Growth in the number of queries for outlets
surpassed that of the overall category in Q1 2018.
Queries in “British outlets” category
0
100
200
300
400
500
600
700
2017 2018
1,231
1,455
+18%
Jan'2017 – Mar'2017 Jan'2018 – Mar'2018

19
Russia
Next is the leader among British brands based on the number of search queries, followed by Topshop, which surpasses Next during high seasons.
Rank Brand Queries
1 NEXT 594 421
2 Topshop 475 783
3 Burberry 356 587
4 Chester 244 790
5 Dr. Martens 120 053
6 Fred Perry 83 055
7 AgentProvocateur 82 048
8 Jimmy Choo 69 943
9 Karen Millen 67 145
10 Clarks 50 080
Query dynamicsJan'2018 – Mar'2018
Top British brands. 1-10
0
50,000
100,000
150,000
200,000
250,000
NEXT
Topshop
Burberry
Chester
Fred Perry
Dr. Martens
Karen Millen
AgentProvocateur
Clarks
Jimmy Choo

20
Russia
Dr. Martens was the fastest growing British brand based on the number of search queries for Q1 2018.
Jan'2018 – Mar'2018Jan'2017 – Mar'2017
Branded queries YoY. Top British brands. 1-10
+7%
+0%
+11%
+0%
+48%
-18% -13% +3% -2% -14%
0
100,000
200,000
300,000
400,000
500,000
600,000
700,000

21
Russia
Among the top 11-20 British brands, Umbro and Keddo stand out as the most popular among users.
In 2018, Alexander McQueen and Stella McCartney reached similar query numbers.
Rank Brand Queries
11 Umbro 48 813
12 Alexander McQueen 41 277
13 Stella McCartney 39 767
14 Keddo 39 157
15 Ted Baker 24 025
16 River Island 23 700
17 Paul Smith 22 809
18 Manolo Blahnik 22 281
19 Oasis 21 503
20 Victoria Bekham 20 562
Top British brands. 11-20
0
5,000
10,000
15,000
20,000
25,000
Keddo
Umbro
Alexander McQueen
Stella McCartney
River Island
Ted Baker
Oasis
Paul Smith
Manolo Blahnik
Victoria Bekham

22
Russia
In Q1 2018, the fastest growing brands in this group were Manolo Blahnik, Alexander McQueen, and Stella McCartney
Jan'2018 – Mar'2018Jan'2017 – Mar'2017
Branded queries YoY. Top British brands. 11-20
-1%
+27% +15% -4%
+7% -28% -7% +28% -5% -19%
0
10,000
20,000
30,000
40,000
50,000
60,000

03
Russia
British Fashion: Top queries and Audience portrait

Top queries about British Fashion
Yandex data. All devices. April, 2018
Queries
Number of
queries
(Russia)
CPC Moscow,
units
CPC St. Petersburg,
units
CPC
Russia
exс. Moscow & St. Petersburg,
units
английский размер обуви на русский 350 0,07 - 0,10
английские размеры обуви 333 0,25 0,13 0,46
английская обувь 316 0,26 0,30 0,28
таблица размеров обуви uk 316 0,26 - 0,12
uk размеры обуви 283 0,21 0,07 0,22
uk 7 размер обуви на русский 266 - - 0,02
uk 9 размер обуви на русский 266 - 0,02 0,04
размер обуви uk на русский 266 0,09 0,09 0,15
английский интернет магазин одежды с доставкой в россию 250 0,23 0,08 0,17
uk 8 размер одежды на русский 233 0,14 - -
uk 6 размер обуви на русский 216 0,03 - -
8 uk какой размер обуви 183 - - 0,03
uk 9 5 размер обуви на русский 183 - - 0,02
английская кепка 150 0,22 0,12 0,24
английская обувь бренды 150 0,24 0,17 0,31
одежда из англии 150 0,39 0,32 0,30
секонд хенд интернет магазин брендовой одежды из англии 133 0,13 0,20 0,52
размер обуви uk 133 0,29 0,07 0,25

Audience portrait: British Fashion
25
36% 64%
Yandex data. March, 2018. Russia
10%
12%
12%
12%
37%
31%
28%
27%
6%
10%
6%
7%
Men
Women
Gender and Age
0-17 18-24 25-34 35-44 45-54 55+
24% 18% 3% 3% 8% 2%
20% 39%
29% 19% 17% 23%
56%
43%
68% 79% 75% 75%
0-17 18-24 25-34 35-44 45-54 55+
Revenue and age
Below average Average Above average
0-17
18-24
25-34
35-44
45-54
55+
Men/Women
Men with below average income Men with average income Men with beyond average income
Women with below average income Women with average income Women with beyond average income

Popular interests and sites among the audience. British Fashion
26
Rank Domain
1 yandex.ru
2 fb.ru
3 avito.ru
4 mail.ru
5 irecommend.ru
6 gismeteo.ru
7 vk.ru
8 otzovik.com
9 aliexpress.com
10 youtube.com
House
Business
Culture
Mass Media
Sport
Society
Recreation
Entertainment
Hi-tech
Study
Other

Italian Fashion
› Russian users’ queries for Italian clothing and shoes show a
seasonality similar to the overall clothing and shoes categories.
Interest peaks in October and March
› The most popular Italian brands among Russians are
Gucci, Calzedonia Group (Intimissimi, Calzedonia, Tezenis),
Armani, D&G, Versace
› Interest in Italian clothing and shoes is strongest among women
aged 25-34 with above average incomes, as well as
women aged 35-44 with average incomes
› Demand for Italian outlets is quite high. The audience for
Italian outlets also show interest in hotel reservations,
meaning their interests also include travelling

01
Russia
Italian accessories, underwear, shoes, clothing

User interest in fashion from Italy
29
Category Queries’ share among all in particular category
Clothing Shoes
AccessoriesUnderwear
0.0%
0.1%
0.1%
0.2%
0.2%
0.3%
0.3%
0.4%
0.4%
0.5%
0
20,000
40,000
60,000
80,000
100,000
120,000
140,000
160,000
180,000
May Sep 2017 May Sep 2018
0.0%
0.2%
0.4%
0.6%
0.8%
1.0%
0
10,000
20,000
30,000
40,000
50,000
60,000
70,000
80,000
90,000
0.0%
0.1%
0.2%
0.3%
0.4%
0
2,000
4,000
6,000
8,000
10,000
12,000
0.0%
0.1%
0.2%
0.3%
0.4%
0.5%
0.6%
0.7%
0
10,000
20,000
30,000
40,000
50,000
60,000
70,000
80,000

0
20,000
40,000
60,000
80,000
100,000
120,000
140,000
160,000
180,000
Clothing
Shoes
Accessories
Underwear
30
Russia
In Q1 2018, there was a considerable decrease in the number of queries in Clothing and shoes in comparison to the same period one year before.
Interest in Italian accessories, clothing and shoes peaks in
October
-7%
-18%
0%
+2%
Queries

31
Russia
Query numbers decreased mainly due to the “Clothes” and “Shoes” categories, with 7% and 18% drops respectively.
Queries in “Italian fashion” category
803,606
739,425
-8%
Jan'2017 – Mar'2017 Jan'2018 – Mar'2018
0
50,000
100,000
150,000
200,000
250,000
300,000
350,000
2017 2018

33
Russia
Queries for Italian outlets have grown. Users want to know working hours, dates of promotions, locations, and directions for different outlets.
Queries for Italian outlets
70,763
83,493
+18%
Jan'2017 – Mar'2017 Jan'2018 – Mar'2018
0
5,000
10,000
15,000
20,000
25,000
30,000
35,000
2017 2018

34
Russia
Outlet-related queries peaked in January. Two brands currently have roughly the same number of queries, but Serravalle has faster growth. Serravalle’s queries increased by
27% from Q1 2017 to Q1 2018.
The most popular Italian outlets
+27%
+6%
0
1,000
2,000
3,000
4,000
5,000
6,000
Diffusione Tessile Serravalle
Query dynamics

0
100,000
200,000
300,000
400,000
500,000
600,000
Gucci
Armani
D&G
Versace
Intimissimi
Calzedonia
United Colors of Benetton
Furla
Incanto
Tezenis
Trussardi
Moschino
Valentino
MaxMara
Baldinini
36
Russia
Gucci is the most popular and the fastest growing Italian brand, with a significant lead over all other Italian brands.
Rank Brand Queries
1 Gucci 1 383 758
2 Armani 827 345
3 D&G 585 614
4 Versace 473 588
5 Intimissimi 410 205
6 Calzedonia 391 208
7 United Colors of Benetton 289 331
8 Furla 285 599
9 Incanto 244 643
10 Tezenis 240 497
11 Trussardi 233 445
12 Moschino 199 859
13 Valentino 195 364
14 MaxMara 191 816
15 Baldinini 190 865
Top Italian brands. 1-15

37
Russia
Queries from Q1 2017 to Q1 2018 increased for nearly all top 15 brands.
Jan'2018 – Mar'2018Jan'2017 – Mar'2017
Branded queries YoY. Top Italian brands. 1-15
+213%
+15%
+15%
+33%
+17% +12%
-7% +23% +12% +41% +28% +12% +6% +25% +39%
0
200,000
400,000
600,000
800,000
1,000,000
1,200,000
1,400,000
1,600,000
Queries

0
20,000
40,000
60,000
80,000
100,000
120,000
140,000
Moncler
Pierre Cardin
Prada
Fendi
Salvatore Ferragamo
Cerruti
Coccinelle
Motivi
Pinko
Roberto Cavalli
Diesel
Dsquared2
Piquadro
Glenfield
Tom Farr
38
Russia
Moncler leads the top 16-30 group, with significant seasonality that perfectly reflects that of the “Clothing” category.
Rank Brand Queries
16 Moncler 120 565
17 Pierre Cardin 117 877
18 Prada 112 427
19 Fendi 112 166
20 Salvatore Ferragamo 109 252
21 Cerruti 82 028
22 Coccinelle 76 262
23 Motivi 71 794
24 Pinko 63 295
25 Roberto Cavalli 58 680
26 Diesel 56 979
27 Dsquared2 56 521
28 Piquadro 52 180
29 Glenfield 48 749
30 Tom Farr 48 668

39
Russia
Salvatore Ferragamo and Pinko show the strongest YoY growth — over 30%.
Jan'2018 – Mar'2018Jan'2017 – Mar'2017
+10% -4% -18% +11% +34%
+5%
+11% -16%
+33% +2% +9% +6% +3% +11% -9%
0
20,000
40,000
60,000
80,000
100,000
120,000
140,000
160,000

0
2,000
4,000
6,000
8,000
10,000
12,000
14,000
16,000
18,000
20,000
FABI
Bottega Veneta
Etro
Gianfranco Ferré
Miu Miu
Loriblu
Ermenegildo Zegna
Casadei
Braccialini
Giuseppe Zanotti
Iceberg
Loro Piana
Blumarine
Lormar
Missoni
40
Russia
Quite a few Italian brands are popular among Russians. Of course, the brands occupying 31st-45th are less popular than those in the top 15.
Rank Brand Queries
31 FABI 46 246
32 Bottega Veneta 45 878
33 Etro 44 189
34 Gianfranco Ferré 43 143
35 Miu Miu 40 823
36 Loriblu 35 389
37 Ermenegildo Zegna 29 215
38 Casadei 29 143
39 Braccialini 28 013
40 Giuseppe Zanotti 27 164
41 Iceberg 25 147
42 Loro Piana 23 977
43 Blumarine 22 291
44 Lormar 17 579
45 Missoni 17 387

41
Russia
The strongest growth in this group was with Loro Piana at 60%.
Jan'2018 – Mar'2018Jan'2017 – Mar'2017
-7% +11% -11% +24%
+8%
-14%
+10% -24% -14% -22% -1% +60% +5%
-5% +13%
0
10,000
20,000
30,000
40,000
50,000
60,000

04
Russia
Italian Fashion: Top queries and Audience portrait

Top queries about Italian Fashion
Queries
Number of queries
(Russia)
CPC Moscow,
units
CPC St. Petersburg,
units
CPC
Russia
units
сумки женские кожаные италия бренды распродажа 11696 0,54 0,52 0,30
итальянская обувь 4256 0,41 0,34 0,24
итальянская обувь интернет магазин 3584 0,45 0,36 0,29
обувь италия 2992 0,38 0,29 0,28
купить сумку в интернет магазине распродажа италия 2688 0,46 0,34 0,23
туфли женские кожаные италия бренды распродажа 1952 0,38 0,27 0,20
обувь италии на красносельской 1456 0,29 0,02 0,13
купить итальянскую обувь 1392 0,51 0,37 0,28
одежда из италии 1216 0,37 0,37 0,29
одежда из италии интернет магазин 1008 0,40 0,38 0,26
сумки из италии 992 0,42 0,36 0,22
итальянская одежда 896 0,55 0,34 0,30
итальянские сумки 832 0,45 0,38 0,26
итальянская мужская обувь купить в москве дешево 816 0,29 - -
купить сапоги женские демисезонные кожаные италия 800 0,38 0,22 0,20
итальянская обувь на красносельской 784 0,38 0,02 0,23
итальянская одежда интернет магазин 752 0,49 0,42 0,33
итальянские сумки из натуральной кожи распродажа 752 0,44 0,37 0,23
купить пальто женское стеганное германия интернет магазин 656 0,53 0,32 0,32
скарпе итальянская обувь интернет магазин 656 0,44 0,50 0,37

Audience portrait. Italian Fashion
44
24% 76%
3%
5%
5%
9%
32%
33%
29%
27%
21%
19%
10%
7%
Men
Women
Gender and Age
0-17 18-24 25-34 35-44 45-54 55+
60% 56%
5% 6% 3% 8%
26% 23%
8%
88%
66% 57%
14% 22%
87%
6%
31% 34%
0-17 18-24 25-34 35-44 45-54 55+
Revenue and age
0-17
18-24
25-34
35-44
45-54
55+
Men/Women

Popular interests and sites among “Italian fashion” audience
45
Rank Domain
1 yandex.ru
2 fb.ru
3 avito.ru
4 mail.ru
5 irecommend.ru
6 ria.ru
7 otzovik.com
8 kupivip.ru
9 teleprogramma.pro
10 mk.ru
Mass Media
House
Business
Culture
Sport
Society
Recreation
Entertainment
References
Hi-tech
Other

Audience portrait. Italian Outlets
46
29% 71%
3%
2%
6%
6%
39%
33%
35%
37%
11%
17%
6%
5%
Men
Women
Gender and Age
0-17 18-24 25-34 35-44 45-54 55+
9% 2%
5% 24% 11% 8% 10% 21%
86%
74%
89% 92% 90% 79%
0-17 18-24 25-34 35-44 45-54 55+
Revenue and age
0-17
18-24
25-34
35-44
45-54
55+
Men/Women

Popular interests and sites among “Italian Outlets” audience
47
Rank Domain
1 yandex.ru
2 booking.com
3 fb.ru
4 tripadvisor.ru
5 mail.ru
6 avito.ru
7 otzovik.com
8 irecommend.ru
9 rbc.ru
10 ria.ru
Mass Media
House
Business
Sport
Culture
Recreation
Society
References
Hi-tech
Entertainment
Other

German Fashion
› Interest in German clothing and shoes among Russian users
peaks in October and March
› Adidas tops the list of most popular German brands,
with 4X more queries than their next competitor: Puma
› German stores with the most queries: Bonprix, Witt
International, Shopping Live
› German clothing and shoes are most interesting for women aged
25+ with average or above average incomes. German outlets
interest men as well as women, mainly with higher incomes from
25 to 40 years of age

01
Russia
German accessories, underwear, shoes, clothing

0
10,000
20,000
30,000
40,000
50,000
60,000
70,000
80,000
Shoes
Clothing
Accessories
Underwear
50
Russia
Q1 of 2018 saw YoY increases in all categories except Shoes
German fashion peaks in popularity in October and March
-8%
+12%
+4%
+4%
Queries

51
Russia
Q1 of 2018 brought a slight decline in the number of queries (due to a drop in the “Shoes” category) in comparison to the same period a year before. In April, the number of
queries had increase by 11% from the year before.
Queries in “German Fashion” category
386,598 381,811
-1%
Jan'2017 – Mar'2017 Jan'2018 – Mar'2018
0
20,000
40,000
60,000
80,000
100,000
120,000
140,000
160,000
180,000
2017 2018

52
Russia
There is little YoY change for queries about German outlets. Peaks occur in January in October.
Queries for German outlets
13,576 13,578
0%
Jan'2017 – Mar'2017 Jan'2018 – Mar'2018
0
1,000
2,000
3,000
4,000
5,000
6,000
7,000
2017 2018

54
Russia
Adidas has a strong lead over all other brands.
Rank Brand Queries
1 adidas 4 477 310
2 Puma 1 126 665
3 Rieker 392 019
4 Hugo Boss 333 696
5 New Yorker 271 021
6 Tom Tailor 161 381
7 Philipp Plein 158 073
8 Escada 149 746
9 PlayToday 114 417
10 Bogner 108 181
Top German brands. 1-10
0
500,000
1,000,000
1,500,000
2,000,000
2,500,000
adidas
Puma
Rieker
New Yorker
Hugo Boss
Tom Tailor
Philipp Plein
PlayToday
Escada
Bogner

55
Russia
Second place goes to Puma. In March and April queries for Puma usually increase, giving Puma a lead over less popular brands.
Rank Brand Queries
1 adidas 4 477 310
2 Puma 1 126 665
3 Rieker 392 019
4 Hugo Boss 333 696
5 New Yorker 271 021
6 Tom Tailor 161 381
7 Philipp Plein 158 073
8 Escada 149 746
9 PlayToday 114 417
10 Bogner 108 181
0
50,000
100,000
150,000
200,000
250,000
300,000
350,000
400,000
450,000
500,000
Puma
Rieker
New Yorker
Hugo Boss
Tom Tailor
Philipp Plein
PlayToday
Escada
Bogner

56
Russia
The strongest YoY growth for Q1 2018 among German brands was observed for Puma.
Jan'2018 – Mar'2018Jan'2017 – Mar'2017
Branded queries YoY. Top German brands. 1-10
+2%
+25%
-8% +7% +2% +8% +8% +19% -19% +1%
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
5,000,000

0
5,000
10,000
15,000
20,000
25,000
30,000
Heine
Triumph
Gerry Weber
s.Oliver
Felina
Mustang Jeans
Deichmann
Betty Barclay
JOOP!
Jil Sander
57
Russia
Heine leads the top 11-20 brands for queries in Q1 2018.
Rank Brand Queries
11 Heine 74 684
12 Triumph 55 630
13 Gerry Weber 40 095
14 s.Oliver 32 406
15 Felina 31 019
16 Mustang Jeans 29 467
17 Deichmann 29 319
18 Betty Barclay 24 967
19 JOOP! 14 283
20 Jil Sander 13 432

+327%
+13%
+7%
-19% 0% -6% +2%
-3%
+20% +2%
0
10,000
20,000
30,000
40,000
50,000
60,000
70,000
80,000
58
Russia
Heine showed the strongest YoY growth among the top 20 German brands.
Jan'2018 – Mar'2018Jan'2017 – Mar'2017
Branded queries YoY. Top German brands. 11-20

0
100,000
200,000
300,000
400,000
500,000
600,000
700,000
800,000
900,000
1,000,000
Bonprix
Shopping Live
WITT International
59
Russia
It is worth highlighting the popularity of stores like Bonprix, Witt and Shopping Live, whose queries showed the strongest YoY growth.
Query dynamics
German eCommerce brands
+2%
+36%
-26%

03
Russia
German Fashion: Top queries and Audience portrait

Top queries about German Fashion
Queries
Number of
queries
(Russia)
CPC Moscow,
units
CPC St. Petersburg,
units
CPC
Russia
units
немецкая обувь 9066 0,25 0,21 0,22
шопинглайф немецкий телеканал онлайн распродажа женская обувь 3250 0,28 0,22 0,20
каталоги одежды из германии весна лето 2018 смотреть онлайн 2933 0,35 0,21 0,20
немецкая обувь интернет магазин 2366 0,22 0,24 0,20
кс немецкая обувь в омске сайт 2000 - - 0,14
немецкая обувь официальный сайт воронеж каталог 1916 0,02 0,02 0,12
немецкие размеры одежды на русские таблица 1233 0,23 0,26 0,16
салон немецкой обуви уфа официальный сайт уфа 1083 - - 0,35
немецкая обувь в спб каталог официальный сайт 1050 0,02 0,10 -
немецкая одежда для женщин интернет магазин 950 0,41 0,27 0,34
кс немецкая обувь интернет магазин 816 0,18 0,06 0,31
центр немецкой обуви киров официальный сайт 816 0,03 - 0,24
немецкая обувь rieker интернет магазин 783 0,36 0,11 0,18
немецкая обувь уфа каталог товаров цены 783 0,03 - 0,15
одежда из германии интернет магазин с бесплатной доставкой 766 0,30 0,23 0,19
немецкая обувь тамбов каталог обуви официальный сайт 750 0,04 - 0,10
немецкая обувь к с официальный сайт омск каталог 733 0,03 - 0,11
сно уфа салон немецкой обуви 733 0,08 0,02 0,21
немецкий размер одежды на русский таблица bonprix женская 700 0,51 0,59 0,79
одежда из германии 700 0,32 0,29 0,26

Audience portrait. German Fashion
62
27% 73%
4%
7%
6%
8%
27%
31%
26%
22%
21%
20%
15%
12%
Men
Women
Gender and Age
0-17 18-24 25-34 35-44 45-54 55+
17% 8% 2% 1% 2% 1%
34% 48%
41% 37% 43%
58%
48% 44%
57% 61% 55%
40%
0-17 18-24 25-34 35-44 45-54 55+
Revenue and age
0-17
18-24
25-34
35-44
45-54
55+
Men/Women

Popular interests and sites among the audience. German Fashion
63
Rank Domain
1 yandex.ru
2 avito.ru
3 fb.ru
4 mail.ru
5 ria.ru
6 ok.ru
7 sberbank.ru
8 aliexpress.com
9 otzovik.com
10 mk.ru
Mass Media
House
Business
Culture
Sport
Society
Recreation
References
Hi-tech
Entertainment
Other

Audience portrait. German Outlets
64
38% 62%
14%
1%
40%
37%
24%
29%
20%
28%
3%
4%
Men
Women
Gender and Age
0-17 18-24 25-34 35-44 45-54 55+
8%
4% 2%
14% 17%
83%
96% 98%
86% 83%
18-24 25-34 35-44 45-54 55+
Revenue and age
0-17
18-24
25-34
35-44
45-54
55+
Men/Women

Popular interests and sites among the audience. German Outlets
65
Rank Domain
1 yandex.ru
2 rbc.ru
3 booking.com
4 tripadvisor.ru
5 irecommend.ru
6 fb.ru
7 ria.ru
8 avito.ru
9 otzovik.com
10 kinopoisk.ru
Mass Media
Business
House
Culture
Society
Recreation
Sport
References
Entertainment
Hi-tech
Other

16, Leo Tolstoy St., Moscow 119021, Russia tel. +7 495 739-70-00, fax +7 495 739-70-70
Thank
you!
Constantin Starchikov
Business Solutions Manager. Yandex (Russia and CIS).
Webcertain Group Ltd
Direct: +44 (0) 203 239 5383
E-mail: constantin.starchikov@webcertain.com

(Full Report) Interest in Fashion in Russia: UK, Italy, Germany.

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