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поиск Online Fashion: Retailers Category Overview Q4 214 2
User Interest in Category Query dynamics User interest growth in category User interest growth forecast User interest on online shopping in regions User interest in Moscow, Saint-Petersburg vs. regions User interest in Russia vs. CIS 3
User Interest in Category Queries related to the scope of clothing and shoe shopping make about.5% of the total Yandex queries. Category queries share of total amount of Yandex queries Query distribution by segments within the category.6%.5%.4%.3%.2%.1% 4% Clothes 11% 62% 23% Shoes Accessories Underwear.% 212 213 Oct 214 Queries on clothes are the most popular in the category. They made up more than 6% of all category queries for the last 12 months. Wordstat.yandex.ru statistics, Oct 212 214 4
Category Dynamics Impressions 4,, 35,, 3,, 25,, 2,, Oct 212 213 Oct 213 214-4% 15,, 1,, 5,, 38,55,344 365,617,26 212 213 Oct 214 In the last 12 months, user interest in clothing and shoe shopping went down by 4% Wordstat.yandex.ru statistics, Oct 212 214 5
Category Dynamics Forecast Impressions 4,, 35,, 3,, 25,, Oct 213 214 Oct 214 215 2,, 15,, 1,, 5,, 365,617,26-3% 354,582,122 212 213 Oct 214 1 2 Oct 215 Interest in the entire category (clothing, shoes, accessories) is expected to fall by 3% in 214-215. Wordstat.yandex.ru statistics, Oct 212 214 6
Category Dynamics Forecast (Clothing) Impressions 3,, 25,, 2,, Oct 213 214 Oct 214 215-3% 15,, 1,, 5,, 224,454,225 218,495,113 212 213 Oct 214 1 2 Oct 215 Queries on clothing made up more than 6% of all category queries. That is the main reason there are similar user interest trends in the clothing category and the whole category Clothing, shoes, accessories. From October 214 tember 215 growth rate is expected to be -3%. Wordstat.yandex.ru statistics, Oct 212 214 7
User Interest Growth in Online Shopping Impressions 5,, 4,, Oct 212 213 Oct 213 214 +16% 3,, 2,, 1,, 36,523,28 42,29,739 212 213 1 2 Oct 214 Growth of queries with intent to shop online exceeds user interest growth rate in the overall category: +16% vs. -3% (in total). Wordstat.yandex.ru statistics, Oct 212 214 8
Query Dynamics within Category Thousand Impressions 3, 25, 2, 15, Clothes 1, 5, Shoes Accessories Underwear 212 213 Oct 214 User interest in the Clothes and Shoes categories experience more significant seasonal changes than Accessories or Underwear. Wordstat.yandex.ru statistics, Oct 212 214 9
User Interest Growth Dynamics There was a significant decline of user interest in the category during the 2nd quarter of 214. The decline of category in Q2 213 in Russia is -15% vs. -22% in Q2 214. CIS: -19% (Q2 213) vs -21% (Q2 214). The growth rate of the amount of queries in category (Impressions by quarters) Millions 1 8 6 4 2 +2% -6% -22% -3% +34% -8% -21% -11% Millions 6 5 4 3 2 1-5% -11% -23% -1% -2% -2% -21% -4% Russia CIS Moscow and St.-Petersburg n Q4 213 n Q1 214 n Q2 214 n Q3 214 Russia (except Moscow and St.- Petersburg) Wordstat.yandex.ru statistics, Oct 212 214 1
Interest towards Category in Regions: CIS, Russia 13% 12% 11% 1% 9% 8% 7% CIS Russia (except Moscow and St. Petersburg) Moscow and St. Petersburg 6% 5% 4% 212 213 Oct 214 The fastest growth of user interest in clothes and shoes is in CIS region. The category growth is quite steady throughout Russia but especially rapid in the regions. Wordstat.yandex.ru statistics, Oct 212 214 11
Interest towards Category in Russian Regions 1% 9% 8% 7% 6% 5% 4% 3% 2% 1% 43% 41% 42% 44% 43% 41% 41% 43% 57% 59% 58% 56% 57% 59% 59% 57% Moscow and St. Petersburg Russia (except Moscow and St. Petersburg) % Winter 212-213 Spring 213 Summer 213 Autumn 213 Winter 213-214 Spring 214 Summer 214 tember 214 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 212 214 12
Regional Popularity North-West 1% of queries Saint-Petersburg 7% of queries Reg. popularity 14%, 115% Ural 6% of queries Reg. popularity 88% Siberia 7% of queries, Reg. popularity 82%; Far East 1% of queries Reg. popularity 76% South 5% of queries Reg. popularity 77% Volga reg. 12% of queries Reg. popularity 8% Central district 41% of queries Moscow 33% of queries, Reg. popularity 138%, 161% CIS 17% of queries, Reg. popularity 129% There is a fairly large margin of interest growth in Russian regions. The majority of traffic on clothing and shoe shopping comes from the Central region. The popularity rate is 161% in Moscow, whereas in most other Russian regions it is 8 1%. Wordstat.yandex.ru statistics, October 214 13
Online Fashion Retailers Brand Dynamics User interest in Russian online fashion retailers User interest in International online fashion retailers 14
Online Fashion Retailers Dynamics User interest Dynamics (based on retailers brands statistics) Online retailers share, tember 214 28,, Oct 212 213 Oct 213 214 24,, 2,, 16,, 12,, 36% -6% 44% Russian 56% International 8,, 4,, Russian online stores International online stores For the last 12 months, interest in local online retailers has increased by more than 1,2 times. As a result, in tember, 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 Wildberries, Lamoda and an interest drop to Bonprix. Wordstat.yandex.ru statistics, Oct 212 214 15
Online Fashion Retailers Brand Dynamics Thousand Impressions 1,2 1, 8 6 4 2 212 213 Oct 214 Wildberries Lamoda Bonprix Asos Otto Quelle Witt Sapato Kupivip La Redoute Butik.ru Wordstat.yandex.ru statistics, Oct 212 214 16
Online Fashion Retailers Popularity (Top-15 brands) Thousand Impressions 4,5 4, 3,5 3, 2,5 2, 1,5 1, 5 Russian online retailers International online retailers (based on data for the last 12 months) Wordstat.yandex.ru statistics, Oct 212 214 17
Online Fashion Retailers Popularity (Positions 15 28) 14, 12, Russian online retailers International online retailers 1, 8, 6, 4, 2, (based on data for the last 12 months) Wordstat.yandex.ru statistics, Oct 212 214 18
Brand Dynamics of Russian Online Retailers Thousand Impressions 1,2 1, 8 6 4 2 212 213 Oct 214 Wildberries Lamoda Sapato Kupivip Butik.ru Z95 Brand-in-trend Boutique.ru Trendsbrands Wordstat.yandex.ru statistics, Oct 212 214 19
Variation in User Interest in Russian Online Retailers Thousand Impressions 14, 12, 1, +58% +61% Oct 212 213 Oct 213 214 8, 6, 4, -52% 2, -34% +7% +27% +4% -32% -2% Wildberries Lamoda Sapato Kupivip Butik.ru Z95 Brand-in-trend Boutique.ru Trendsbrands Wordstat.yandex.ru statistics, Oct 212 214 2
Brand Dynamics of International Online Retailers (Top-9 brands) Thousand Impressions 1, 9 8 7 6 5 4 3 2 1 212 213 Oct 214 Bonprix Otto Quelle Asos Witt La Redoute Yoox Klingel NET-A-PORTER Wordstat.yandex.ru statistics, Oct 212 214 21
Brand Dynamics of International Online Retailers (Positions 9-19) Impressions 25, 2, 15, 1, 5, 212 213 Oct 214 NET-A-PORTER Shopbop Wenz 3suisses Zappos Luisaviaroma Saks Fifth Avenue Matches Fashion Revolveclothing Mytheresa Farfetch Wordstat.yandex.ru statistics, Oct 212 214 22
Variation in User Interest in International Online Retailers (Top-9 brands) Thousand Impressions 9, 8, 7, 6, 5, 4, -8% -26% Oct 212 213 Oct 213 214 3, 2, 1, -16% +47% +1% -11% +24% +21% +18% Bonprix Otto Quelle Asos Witt La Redoute Yoox Klingel NET-A-PORTER Wordstat.yandex.ru statistics, Oct 212 214 23
Variation in User Interest in International Online Retailers (Positions 9-19) Impressions 2, 15, +18% +51% -36% Oct 212 213 Oct 213 214 +26% 1, +26% 5, +13% +1% +13% +6% +143% +77% Wordstat.yandex.ru statistics, Oct 212 214 24
Assortment Analytics (by segments) Clothing Accessories Underwear 25
Clothing User interest dynamics in clothing for men, women and kids Interest distribution by types of clothing Interest seasonality 26
Clothing query dynamics Oct 212 213 Oct 213 214 6,, 5,, 4,, 3,, 2,, 1,, -4% 2% -5% Women s Kid s Men s 212 213 Oct 214 The number of queries on clothing for women is 3-4 times more than for kids and men. However, interest growth in kids is higher than in women s and men s clothing (+2% compared to -4% and -5% respectively). Wordstat.yandex.ru statistics, Oct 212 214 27
Clothing query dynamics (intent queries) 4,5, 4,, Oct 212 213 Oct 213 214 +7% 3,5, 3,, 2,5, 2,, 1,5, 35,734,862 38,398,536 1,, 5, 212 213 1 Oct 214 2 Wordstat.yandex.ru statistics, Oct 212 214 28
Interest distribution by type of clothing (based on statistics for the last 12 months) 4% 15% 24% Dresses* - 24% Suits - 13% Jackets - 11,1% Coats - 6,6% 5% Skirts - 6,4% 5% 5% 13% Knitwear - 5% Tops - 4,9% Shirts & Blouses - 4,8% 5% 6% 7% 11% Down coats - 4,7% Jeans - 4,1% Other - 15,4% The top-3 most popular search queries are for dresses, suits and jackets, which make up almost half of all queries Wordstat.yandex.ru statistics, Oct 213 214 29
Interest distribution by types of clothing Women s Clothing Men s Clothing Kid s Clothing 2% 3% 4% 5% 1% 8% 2% 2% 16% 55% 5% 5% 5% 5% 5% 13% 6% 8% 9% 23% 16% 2% 2% 3% 3% 4% 4% 9% 14% 17% 25% 17% Dresses* - 55,4% Skirts - 15,5% Jackets - 4,6% Shirts & Blouses - 3,8% Sundresses - 2,9% Coats - 2,7% Suits - 2,4% Down coats - 2,1% Knitwear - 1,7% Tunics - 1,4% Other - 7,4% Jackets - 22,9% Suits - 16,3% Shirts - 8,7% Pants - 8,1% Jeans - 6,1% Coats - 5,3% Tops - 5% Down coats - 4,9% Knitwear - 4,7% Blazers - 4,6% Other - 13,4% Dresses - 24,7% Suits (evening gown) - 16,9% Rompers & Jumpsuits - 16,6% Jackets - 9,4% Pants - 4% Coats - 3,9% Knitwear - 2,9% Down coats - 2,6% Skirts - 2,5% Vests - 2,5% Other - 14% Wordstat.yandex.ru statistics, Oct 213 214 3
Outerwear query dynamics Demi-season Clothes Winter Clothes 2,5, 2,5, 2,, Jackets 2,, 1,5, Coats 1,5, 1,, 1,, 5, Raincoats 5, Down Coats Winter Jackets Parkas Winter Jumpsuits (Kids) 212 Oct 212 Oct Queries associated with outerwear are characterized by a pronounced seasonality. The demi-season clothes reach interest peaks in October and ch. The winter clothes peak from October ember. Wordstat.yandex.ru statistics, Oct 212 214 31
Types of clothing query dynamics Spring Seasonality Fall Winter Seasonality 1,2, 1,2, 1,, 1,, 8, 8, Knitwear 6, 4, Skirts Tops 6, 4, Rompers & Jumpsuits Vests 2, Shorts 2, Hoodies & Sweatshirts 212 213 Oct 214 212 213 Oct 214 There are several models of seasonality: Types of clothes, popular in spring and autumn (peaks in October, ch) jackets, coats; Clothes with growing interest in the spring only (the peak in ch-il) - tops, skirts, shorts; Types of clothes with growing interest in the autumn-winter knitwear, vests, hoodies and winter outerwear; Queries with clear «festive» seasonality (growth before the New year and the ruary 23rd holidays) men s shirts. Wordstat.yandex.ru statistics, Oct 212 214 32
Types of clothing query dynamics 12, Holiday Seasonality Men s Shirts 1, 8, 6, 4, 2, 212 213 Oct 214 There are several models of seasonality: Types of clothes, popular in spring and autumn (peaks in October, ch) jackets, coats; Clothes with growing interest in the spring only (the peak in ch-il) - tops, skirts, shorts; Types of clothes with growing interest in the autumn-winter knitwear, vests, hoodies and winter outerwear; Queries with clear «festive» seasonality (growth before the New year and the ruary 23rd holidays) men s shirts. Wordstat.yandex.ru statistics, Oct 212 214 33
Dresses query dynamics Holiday Seasonality Spring Summer Seasonality 7, 6, 5, 4, 3, 2, 1, 212 213 Oct 214 Evening Dresses Buy Dress Beautiful Dress Black Dresses 2, 18, 16, 14, 12, 1, 8, 6, 4, 2, 212 213 Oct 214 Long Dresses White Dresses Queries on dresses can be divided into three groups : Dresses for the New Year celebration Dresses of new spring-summer collection Prom Dresses Wordstat.yandex.ru statistics, Oct 212 214 34
Dresses query dynamics 6, Seasonality Prom Dresses 5, 4, 3, 2, 1, 212 213 Oct 214 Queries on dresses can be divided into three groups: Dresses for the New Year celebration Dresses from new spring-summer collection Prom Dresses Wordstat.yandex.ru statistics, Oct 212 214 35
Popular queries for types of dresses Wedding dresses* Evening dresses Plus-size dresses Sundresses Maxi dresses White dresses Floor-length dresses Black dresses Beautiful dresses Prom dresses Red dresses Elegant dresses Fancy dresses Short dresses Dresses with sleeves Blue dresses Ball gowns Knitted dresses Coctail dresses Sheath dresses Bouffant dresses Lace dresses Chiffon dresses Greek dresses 12,999 1,126 9,66 7,481 65,872 6,638 57,82 5,76 43,362 39,66 38,194 35,38 34,698 31,176 28,46 28,72 22,49 17,866 16,98 15,85 12,435 7,933 28,25 596,412 * Interest in wedding dresses was not taken into account in the earlier slides on trends in clothing. Wordstat.yandex.ru statistics, October 214 36
Accessories Interest distribution by types of accessories Interest seasonality 37
Accessories query dynamics (intent queries) 1,2, Oct 212 213 Oct 213 214 1,, +14% 8, 6, 4, 9,989,71 11,341,418 2, 212 213 1 Oct 2 214 Wordstat.yandex.ru statistics, Oct 212 214 38
Distribution of queries by type of accessory (based on statistics for the last 12 months).2% 11% 2% 2% 3% 3% 5% 14% 2% 1% 1% 56% Bags - 55,8% Hats - 14,3% Backpacks - 11,3% Peaked caps - 4,5% Scarves - 3,4% Shawls - 3,1% Gloves - 2% Clutches - 1,5% Baseball caps - 1,5% Wallets - 1,4% Belts - 1% Berets -,2% The Top -3 most popular queries are for bags, hats and backpacks, which make up almost 8%. Wordstat.yandex.ru statistics, Oct 213 214 39
Popular search queries of kinds of bags Leather bags Women's bags Men's bags Bags on wheels Travel bags Sport bags Italian bags Cross body bags Laptop bags Brand bags Bags' copies Bags backpacks Suede bags School bags Original bags Big bags Fabric bags Bags for documents Bags suitcases Camera bags White bags Mini bags Beach bags Bags clutches Tablet bags Summer bags 31,512 28,331 23,881 22,972 22,93 21,84 19,856 17,39 11,468 1,428 9,77 8,748 8,232 6,856 6,312 5,771 4,737 4,48 3,224 3,222 2,786 2,259 1,253 73,841 18,543 15,118 Wordstat.yandex.ru statistics, October 214 4
Types of Accessories query dynamics Autumn Winter Seasonality Spring Summer Seasonality Holiday Seasonality 1,4, Hats Scarves Gloves 4, Caps Clutches Bags* 3,2, 1, Wallets Belts 1,2, 35, 2,8, 9, 1,, 3, 2,4, 8, 8, 25, 2,, 7, 2, 1,6, 6, 6, 15, 1,2, 5, 4, 1, 8, 4, 2, 5, 4, 3, 2, 212 213 Oct 214 212 213 Oct 214 212 213 Oct 214 * The query data on bags are displayed on the right (additional) axis. Bags reach interest peaks in ch and ust. The ust peak is mainly related to interest to the travel bags. User interest dynamics are similar for most popular types of accessories with peaks in the pre-new Year period and ruary ch (ruary 23 and ch 8 holidays) Wordstat.yandex.ru statistics, Oct 212 214 41
Types of bags query dynamics Summer Seasonality 25, 9, 6, 8, 55, 2, 7, 6, Travel Bags 5, 45, 15, 5, 4, 1, 5, 212 213 Oct 214 Beach Bags Summer Bags 4, 3, 2, 1, Backpacks 212 213 Oct 214 35, 3, 25, 2, 15, Wordstat.yandex.ru statistics, Oct 212 214 42
Underwear Interest seasonality Interest distribution by types of underwear 43
Underwear query dynamics 2,5, 2,, Generic 1,5, queries 1,, Underwear 5, Swimsuits 212 213 Oct 214 The seasonality of interest in Lingerie is almost the reverse of interest in Swimsuits Wordstat.yandex.ru statistics, Oct 212 214 44
Underwear query dynamics (intent queries) Oct 212 213 Oct 213 214 Impressions 5, 45, 4, 35, 3, 25, +1% 2, 15, 1, 5, 4,239,58 4,645,393 212 213 1 Oct 214 2 Wordstat.yandex.ru statistics, Oct 212 214 45
Interest distribution by types of underwear (based on statistics for the last 12 months) 8% 7% 11% 1% 1% 2% 1% 1% 5% 2% 27% 34% Swimsuits - 34,3% Hosiery - 26,9% Bras - 11,3% Robes - 8,1% Briefs - 7,1% Pajamas - 5,1% Shapewear - 1,9% Bodysuits - 1,8% Camisoles & chemises - 1,3% Swimming trunks - 1% Corsetry -,6% Sleepwear -,6% The Top 3 most popular search queries are for swimsuits, hosiery and bras, making up more than 7%. Wordstat.yandex.ru statistics, Oct 213 214 46
Types of Underwear query dynamics Spring Seasonality Autumn Winter Seasonality 3, Bras Briefs Camisoles & chemises 3, Robes Shapewear Pajamas Hosiery* 7, 25, 25, 6, 2, 2, 5, 15, 15, 4, 1, 1, 3, 5, 5, 2, 212 213 Oct 214 212 213 Oct 214 * The query data on Hosiery are displayed on the right (additional) axis. 1, There are several models of seasonality: Lingerie is popular in spring (ruary ch) Underwear and Hosiery: with 2 3 peaks during the autumn winter season Wordstat.yandex.ru statistics, Oct 212 214 47
Types of Underwear query dynamics Summer Seasonality 35, 3, 25, 2, 15, 1, 5, Swimming Trunks Swimsuits* 1,4, 1,2, 1,, 8, 6, 4, 2, 212 213 Oct 214 There are several models of seasonality: Swimsuits interest grows right before the summer months Wordstat.yandex.ru statistics, Oct 212 214 48
Interest Seasonality in Segment 49
Main growing Clothing segments (by seasons) Growth of interest in autumn Growth of interest in winter Growth of interest in spring Thousands 6, 5, 4, Thousands 2,5 2, 1,5 Thousands 5 4 3 3, 2, 1, 2 1, 5 1 Jackets Down coats Coats Suits Knitwear Jumpsuits Vests Parkas Dresses Jeans Dresses Suits Tops Skirts Shirts Shorts Blazers Bolero Raincoats Jeans Shorts Skirts Tops Pants Blazers Shirts The greatest increase of interest to the clothing segment is in autumn: interest becomes 4.5 times higher than in winter and more than 9 times higher than in spring. There is the decline of interest almost of all types of clothes in summer. Wordstat.yandex.ru statistics, 212 214 5
Main growing Accessories segments (by seasons) Growth of interest in autumn Growth of interest in winter Growth of interest in spring Growth of interest in summer Thousands 2,5 2, 1,5 Thousands 7 6 5 4 Thousands 25 2 15 7, 6, 5, 4, 1, 3 1 3, 5 2 1 5 2, 1, Hats Scarves Gloves Shawls Bags Backpacks Wallets Belts Clutches Shawls Peaked caps Backpacks Baseball caps Clutches Bags Backpacks The growth of interest in autumn is 3.4 times higher than in winter, 5.9 times higher than in spring and 5.3 times higher than in summer. There is a decline in interest for all types of accessories in summer, except backpacks. Wordstat.yandex.ru statistics, 212 214 51
Main growing Underwear segments (by seasons) Growth of interest in autumn Growth of interest in winter Growth of interest in spring Growth of interest in summer Thousands 6 5 4 Thousands 4 3 Thousands 9 8 7 6 Thousands 18 16 14 12 3 2 5 4 1 8 2 1 1 3 2 1 6 4 2 Hosiery Robes Pajamas Bodysuits Shapewear Chemises Swimsuits Robes Briefs Hosiery Pajamas Bras Chemises Shapewear Bodysuits Swimming Swimming trunks Sleepwear Swimsuits Bras Swimming trunks Swimming trunks The growth The growth of interest at spring is 1.3 times higher than in autumn and 1.1 times higher than in winter. There is insignificant growth of interest in spring summer, based on interest to swimming trunks and swimsuits. Wordstat.yandex.ru statistics, 212 214 52
Season Popularity of Fashion Goods Autumn Winter Spring Summer Jackets Dresses Sneakers Backpacks Down coats Suits Swimsuits Rompers & Jumpsuits Coats Tops Sandals Down coats Suits Bags Pumps High boots Skirts Raincoats Hats Swimsuits Bags Knitwear Shirts Tops Rompers & Jumpsuits Boots Scarves Vests Jeans Shorts Skirts Flats Hosiery Uggs Parkas Dresses Clothing Shoes Accessories Underwear Wordstat.yandex.ru statistics, 212 214 53
Brand Analytics Dynamics and distribution of brand queries: } in luxury-segment } in mainstream-segment Geography of brand interest Top popular brands: dynamics and change of interest 54
Brands dynamics 7,, TOP-4 mass brands TOP-4 luxury brands Generic category queries 5,, 6,, 4,5, 5,, 4,, 4,, 3,5, 3,, 2,, 1,, -6,7% -9,4% 3,, 2,5, 2,, 212 213 Oct 214 1,5, Dynamics of a brand query corresponds to the generic queries in the category. However, the interest towards luxury brands is higher in pre-new year period. The generic queries are displayed on the right (additional) axis. Wordstat.yandex.ru statistics, Oct 212 214 55
Brand interest distribution Luxury vs Mainstream Brands Top-5 Brands 24% 35% 65% Top 4 mass brands Top 4 luxury brands 37% Nike Adidas 5% 5% 6% 24% Incity Ecco Reebok Other Interest in mainstream brands is almost 2 times higher than the interest towards luxury brands, according to the Top-4 of both groups. First and second places divided between sports brand Adidas and Nike, their total share making up almost 5% of Mass Brands interest. Wordstat.yandex.ru statistics, Oct 213 214 56
Geography of brand interest Mainstream brands Share of queries 3% 2% 1% % 2% 15% 1% 5% Regional Affinity 3% 2% 1% % 2% 15% 1% 5% Moscow Saint- Petersburg Ekaterinburg Kiev Rostov-on- Don Nizhny gorod osibirsk Minsk Krasnodar Samara Chelyabinsk Voronezh Krasnoyarsk Perm Saratov Ufa Kazan Kharkov Volgograd Stambul Moscow Saint- Petersburg Ekaterinburg Kiev Nizhny gorod Rostov-on- Don osibirsk Chelyabinsk Perm Samara Krasnodar Voronezh Minsk Ufa Kazan Kharkov Krasnoyarsk Stambul Volgograd Saratov Luxury brands Share of queries Regional Affinity Wordstat.yandex.ru statistics, Oct 214 57
Top-3 popular luxury brands Chanel Dior Dolce & Gabbana 4% 3% 19% 8% 13% "Pure brand" Clothing queries 22% Other queries 77% 89% 65% Interest in luxury brands related mainly to interest towards perfumery and cosmetics, produced by these brands. Further, there is interest in luxury brands in general and interest in luxury brands Clothing, Shoes, Accessories and Underwear products for comparison. Wordstat.yandex.ru statistics, October 214 58
Brand query dynamics 1,, 9, 8, 7, 6, 5, 4, 3, 2, 1, 212 213 Oct 214 Mango Zara H&M Wildberries Kupivip Lamoda Sapato Butik.Ru Benetton Wordstat.yandex.ru statistics, Oct 212 214 59
Change of Interest in brands Thousand Impressions 9, 8, 7, 6, +51% Oct 212 213 Oct 213 214 +75% 5, 4, 3, +5% % 2, -34% -33% 1, +7% +3% -21% Lamoda Wildberries Zara Mango Kupivip Sapato Butik.Ru H&M Benetton Wordstat.yandex.ru statistics, Oct 212 214 6
Luxury Brands Interest towards luxury-brands in general 61
Top-2 popular luxury brands (based on statistics for the last 12 months) 5, 4,5 4, 3,5 3, 2,5 2, 1,5 1, 5 Chanel Dior D&G Armani Lacoste Thousand Impressions Givenchy Gucci Calvin Klein Versace Louis Vuitton Michael Kors Kenzo Guess Burberry Tommy Hilfiger Bvlgari Hermes Hugo Boss Valentino Christian Louboutin Wordstat.yandex.ru statistics, Oct 213 214 62
Query dynamics of Top-1 luxury brands Thousand Impressions 6 5 4 3 2 1 Chanel Dior Armani D&G Lacoste Givenchy Michael Kors Gucci Calvin Klein Versace 212 213 Oct 214 The interest to the brand Chanel is kept at a high level throughout the year. The brand Dior ranked second and Dolce&Gabbana ranked third. Wordstat.yandex.ru statistics, Oct 212 214 63
Change of interest to luxury brands Thousand Impressions 6, 5, 4, 3, -6% -9% Oct 212 213 Oct 213 214 2, -13% % -12% -16% -2% -22% 1, -2% +6% Chanel Dior D&G Armani Lacoste Givenchy Gucci Calvin Klein Versace Michael Kors Wordstat.yandex.ru statistics, Oct 212 214 64
Luxury Brands Interest towards luxury-brands products (Clothing, Shoes, Accessories and Underwear) 65
Top-2 popular luxury brands (Clothing) (based on statistics for the last 12 months) Thousand Impressions 9 8 7 6 5 4 3 2 1 Wordstat.yandex.ru statistics, Oct 213 214 66
Query dynamics of Top-1 luxury brands (Clothing) Thousand Impressions 1 9 8 7 6 5 4 3 2 1 212 213 Oct 214 Chanel Michael Kors Armani Diesel Calvin Klein Louis Vuitton D&G Guess Lacoste Baldinini The interest in Chanel s clothes and shoes is kept at a high level throughout the year. In 214, 3rd place was divided between the brands Armani and Michael Kors. Wordstat.yandex.ru statistics, Oct 212 214 67
Change of interest to luxury brands (Clothing) Thousand Impressions 1, 9 8 7 6 5-5% +1% -24% -16% -7% -23% +14% -9% Oct 212 213 Oct 213 214 4 3 +1% +12% 2 1 Chanel Armani Calvin Klein Lacoste D&G Louis Vuitton Michael Kors Guess Diesel Prada Wordstat.yandex.ru statistics, Oct 212 214 68
Regional User Interest by Segment 69
Regional popularity: Clothes Top-2 cities with the biggest number of queries for buying clothes Number of Queries per Month 3% 25% 2% 15% 1% 5% 24% 2% 16% 12% 8% 4% Regional Affinity % % The most regional popularity is observed in the capital cities of Russia and CIS and also in Ukraineian cities. Wordstat.yandex.ru statistics, October 214 7
Regional popularity: Accessories Top-2 cities with the biggest number of queries for bags, hats and other accessories Number of Queries per Month 3% 25% 2% 15% 1% 5% 24% 2% 16% 12% 8% 4% Regional Affinity % % In the Accessories segment, the greatest interest is in Moscow. Wordstat.yandex.ru statistics, October 214 71
Regional popularity: Underwear Top-2 cities with the biggest number of queries for underwear Number of Queries per Month 3% 25% 2% 15% 1% 5% 3% 25% 2% 15% 1% 5% Regional Affinity % % In the Underwear and Swimwear segment, the greatest interest (27%) is in Moscow. Wordstat.yandex.ru statistics, October 214 72
Russia vs. CIS: Clothing Russia Share by Type of Clothing CIS 4% 15% 24% Dresses Jackets Suits Coats 4% 15% 25% 5% 5% 5% 5% 6% 7% 11% 13% Skirts Tops Shirts & Blouses Other Down Coats Knitwear Jeans 4% 5% 5% 5% 6% 7% 11% 13% 1% 75% 5% 25% Russia CIS 18% 12% 13% 14% 15% 15% 16% 16% 18% 18% 18% 18% 18% 19% 19% 19% 19% 2% 21% 22% 25% 82% 88% 87% 86% 85% 85% 84% 84% 82% 82% 82% 82% 82% 81% 81% 81% 81% 8% 79% 78% 75% % Wordstat.yandex.ru statistics, Oct 213 214 73
Russia vs. Capitals: Clothing Moscow, St. Petersburg (with regions) Share by Type of Clothing Russian Federation: regions 4% 4% 5% 5% 17% 5% 6% 8% 21% 12% 13% Dresses Jackets Skirts Tops Shirts & Blouses Jeans Suits Coats Down Coats Knitwear Rompers & Jumpsuits Other 4% 5% 5% 4% 5% 6% 14% 7% 1% 26% 14% 1% Moscow & St.Petersburg Russian Federation: regions 75% 5% 25% % 58% 42% 4% 45% 49% 49% 51% 51% 51% 53% 55% 55% 56% 57% 57% 59% 59% 6% 62% 63% 64% 67% 6% 55% 51% 51% 49% 49% 49% 47% 45% 45% 44% 43% 43% 41% 41% 4% 38% 37% 36% 33% Wordstat.yandex.ru statistics, Oct 213 214 74
Russia vs. CIS: Accessories 12% 2% 4% 4% 5% 2% Russia 1% 2% 2% 52% Share by Type of Clothing Bags Hats Backpacks Peaked Caps Shawls Scarves Gloves Baseball Caps 14% 2% 2% 4% 6% 2% CIS 1% 1% 2% 48% 15% Clutches Other Wallets 18% 1% 75% 5% 25% Russia CIS 17% 11% 14% 15% 16% 17% 18% 19% 19% 19% 21% 22% 25% 83% 89% 86% 85% 84% 83% 82% 81% 81% 81% 79% 78% 75% % TOTAL Shawls Baseball caps Belts Bags Gloves Wallets Backpacks Berets Hats Scarves Peaked caps Clutches Wordstat.yandex.ru statistics, Oct 213 214 75
Russia vs. Capitals: Accessories Moscow, St. Petersburg (with regions) 3% 4% 11% 2% 3% 2% 2% 2% 2% 57% Share by Type of Clothing Bags Hats Backpacks Peaked Caps Shawls Scarves Gloves Baseball Caps Russian Federation: regions 4% 5% 6% 11% 2% 1% 1% 1% 2% 48% 14% Clutches Other Wallets 2% 1% Moscow & St.Petersburg Russian Federation: regions 75% 5% 25% 51% 49% 41% 41% 45% 46% 47% 48% 52% 57% 63% 65% 65% 66% 59% 59% 55% 54% 53% 52% 48% 43% 37% 35% 35% 34% % TOTAL Belts Wallets Backpacks Clutches Bags Gloves Baseball caps Shawls Peaked caps Hats Berets Scarves Wordstat.yandex.ru statistics, Oct 213 214 76
Russia vs. CIS: Underwear Russia Share by Type of Clothing CIS 2% 5% 7% 1% 1% 1% 2% 35% Swimsuits Bras Hosiery Robes 2% 6% 7% 1% 1% 1% 1% 8% Briefs Pajamas 8% 33% 12% Shapewear Camisoles Bodysuits Sleepwear 11% 26% Swimming Trunks Other 29% 1% 75% 5% 25% Russia CIS 17% 1% 13% 16% 16% 16% 16% 18% 19% 19% 19% 21% 83% 9% 87% 84% 84% 84% 84% 82% 81% 81% 81% 79% 3% 7% % TOTAL Camisoles Shapewear Robes Bras Corsetry Swimsuits Swimming trunks Hosiery Briefs Pajamas Bodysuits Sleepwear Wordstat.yandex.ru statistics, Oct 213 214 77
Russia vs. Capitals: Underwear Moscow, St. Petersburg (with regions) 2% 6% 7% 11% 11% 1% 1% 1% 2% 38% 2% Share by Type of Clothing Swimsuits Hosiery Bras Robes Briefs Pajamas Shapewear Bodysuits Camisoles Swimming Trunks Other Russian Federation: regions 7% 7% 12% 2% 4% 1% 1% 1% 2% 31% 33% 1% Moscow & St.Petersburg Russian Federation: regions 75% 5% 25% 57% 43% 45% 46% 46% 47% 51% 54% 56% 58% 59% 59% 62% 67% 55% 54% 54% 53% 49% 46% 44% 42% 41% 41% 38% 33% % TOTAL Robes Swimming trunks Pajamas Bodysuits Shapewear Swimsuits Corsetry Sleepwear Briefs Bras Camisoles Hosiery Wordstat.yandex.ru statistics, Oct 213 214 78
Competitive Landscape Clothing 79
Segment dynamics Expenditure Number of advertisers CPC.5c.45c.4c.35c.3c.25c.2c.15c.1c.5c 211 212 213 214 Yandex data. tember 214.c 8
Segment dynamics Expenditure Number of advertisers CPC 8.c 7.c 6.c 5.c 4.c 3.c 2.c 1.c 211 212 213 214.c Yandex data. tember 214 81
82 Expenditure dynamics Yandex data. tember 214 211 Oct 212 Oct 213 Oct 214
Click dynamics Direct.Search 211 Oct 212 Oct 213 Oct 214 Yandex data. tember 214 83
Click dynamics Content sites 211 Oct 212 Oct 213 Oct 214 Yandex data. tember 214 84
85 Average CPC Yandex data. tember 214 211 Oct 212 Oct 213 Oct 214
Click share Search vs. Content 35% Clicks from content sites Clicks from search sites Quarterly data: Q3 14 86
The use of content sites dynamics 45% 4% 35% 3% 25% 2% 15% 1% 5% % 211 Oct 212 Oct 213 Oct 214 Yandex data. tember 214 87
Click share by regions 4% 33% 3% Other Advertiser Moscow Saint-Petersburg Regions Yandex data. tember 214 88
Click share by sites 39% 34% 39% Other Advertiser Search Context sites Direct - all sites Yandex data. tember 214 89
Clicks distribution by regions 1% 8% 6% 4% 2% % Moscow Saint Petersburg Other areas Yandex data. tember 214 9
Average CPC by positions.4 CLOTHING(Premium placement) CLOTHING (Guaranteed placement).35.3.25.2.15.1.5. Yandex data. tember 214 91
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