поиск Footwear Market Overview Q3 215
Contents 1 User interest in fashion category 5 Footwear brand analytics 2 Fashion brand popularity dynamics 6 Regional user interest in Footwear 3 Footwear assortment analytics 7 Competitive landscape 4 Interest seasonality in footwear
1 User interest in Fashion 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
User interest in Fashion Queries related to the scope of clothing and shoe shopping make about,5% of the total Yandex queries..8%.7%.6%.5%.4%.3%.2% Category queries share in total amount of Yandex queries.1%.% 213 Jun Jul Aug Sep Oct Nov Dec 214 Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec 215 Feb Mar Apr Keywords on clothes are the most popular in the category. They made up more than 6% of all category keywords for last 12 months. Clothes Shoes Accessories Underwear 11% 23% 4% 62% Query distribution by segments within the category Wordstat.yandex.ru, May 214 - Apr 215, World Yandex 215 4
User interest in Fashion 5,, 4,, 3,, +6% 2,, In the last 12 months user interest in clothing and shoe shopping went up by 6%. 1,, 213 Jun Jul 41,542,67 May 213 Apr 214 Aug Sep Oct 436,679,82 1 2 Nov Dec 214 Feb Mar Apr May Jun Jul Aug May 214 Apr 215 Sep Oct Nov Dec 215 Feb Mar Apr Wordstat.yandex.ru, May 214 - Apr 215, World Yandex 215 5
User interest in Online Shopping 7,, 6,, +21% 5,, 4,, 3,, 2,, 44,586,888 54,43,79 Growth of interest to keywords connected with user intent to buy online reached +21%. 1,, 213 Jun Jul Aug May 214 Apr 215 May 213 Apr 214 Sep Oct 1 2 Nov Dec 214 Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec 215 Feb Mar Apr Wordstat.yandex.ru, May 214 - Apr 215, World Yandex 215 6
Query Dynamics within Category 35,, 3,, 25,, Clothes 2,, 15,, User interest in clothes and shoes experience more significant seasonal changes than accessories or underwear. 1,, 5,, 213 Jul Sep Nov 214 Mar May Jul Sep Nov 215 Mar Shoes Accessories Underwear Wordstat.yandex.ru, May 214 - Apr 215, World Yandex 215 7
The growth rate of the amount of queries in category (Impressions by quarters) Millions 12 1 8 6-17% +1% +41% -2% Millions 7 6 5 4 3-18% +1% +38% -28% -17% % +44% -14% 4 2 2-17% -9% +51% +19% 1 Russia CIS Moscow and St.-Petersburg Russia (except Moscow and St.-Petersburg) Q2 214 Q3 214 Q4 214 Q1 215 Q2 214 Q3 214 Q4 214 Q1 215 There was a significant decline of user interest in the category during the 1st half of 214. But during the Q4 impressions increased to the previous level. Wordstat.yandex.ru, May 214 - Apr 215, World Yandex 215 8
Interest towards Category in Regions: CIS, Russia CIS Russia (except Moscow and St.-Petersburg) Moscow and St.-Petersburg 2% 18% 16% 14% The fastest growth of user interest in clothes and shoes is in CIS region. The growth of the category is quite steady in Russia but more rapidly in regions. 12% 1% 8% 6% 213 Jun Jul Aug Sep Oct Nov Dec 214 Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec 215 Feb Mar Apr Wordstat.yandex.ru, May 214 - Apr 215, World Yandex 215 9
Interest towards Category in Russian Regions Russia (except Moscow and St.-Petersburg) Moscow and St.-Petersburg 1% 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. 9% 8% 7% 6% 5% 4% 3% 2% 1% % 42% 45% 44% 42% 42% 42% 39% 37% 58% 55% 56% 58% 58% 58% 61% 63% Summer 213 Autumn 213 Winter 13-14 Spring 214 Summer 214 Autumn 214 Winter 14-15 Spring 215 Wordstat.yandex.ru, May 214 - Apr 215, World Yandex 215 1
Regional Popularity North-West 11% of queries Saint-Petersburg 7% of queries Reg. popularity 16%, 11% Central district 36% of queries Moscow 26% of queries, Reg. popularity 119%, 131% Ural 7% of queries Reg. popularity 92% Siberia 8% of queries, Reg. popularity 91%; Far East 2% of queries Reg. popularity 114% South 6% of queries Reg. popularity 84% Volga reg. 13% of queries Reg. popularity 83% CIS 18% 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 Central region. Thus, in Moscow popularity rate is 131%, whereas in most other Russian regions it is 8-12%. Wordstat.yandex.ru, May 214 - Apr 215, World Yandex 215 Wordstat.yandex.ru statistics, Jan 215
2 Fashion Brand popularity dynamics User interest in Russian online fashion retailers User interest in International online fashion retailers
User interest Dynamics (based on retailers brands statistics) May 213 Apr 214 May 214 Apr 215 Online retailers share, January 214 28,, 24,, 2,, 4% 16,, 12,, % -11% 6% 8,, 4,, Russian online stores International online stores Russian International For the last 12 months, interest in local online retailers has remained at the same level while the interest in international online stores has fallen by -9%. As a result, in January, their share has exceeded the share of interest in international retail sites (54% vs. 46%). Wordstat.yandex.ru, May 214 - Apr 215, World Yandex 215 13
Online fashion retailers brand dynamics 1,4, 1,2, 1,, 8, Wildberries Lamoda Bonprix Asos Otto 6, Quelle Witt 4, Sapato Kupivip 2, 213 Jul Sep Nov 214 Mar May Jul Sep Nov 215 Mar La Redoute Butik.ru Tommy Hilfiger Wordstat.yandex.ru, May 214 - Apr 215, World Yandex 215 14
Online fashion retailers popularity (Top-15 brands) 14,, 12,, 1,, Russian online retailers International online retailers 8,, 6,, 4,, 2,, Wordstat.yandex.ru, May 214 - Apr 215, World Yandex 215 15
Online fashion retailers popularity (Positions 15-29) 3, 25, Russian online retailers International online retailers 2, 15, 1, 5, Wordstat.yandex.ru, May 214 - Apr 215, World Yandex 215 16
Brand dynamics of Russian online retailers 1,4, 1,2, 1,, Wildberries Lamoda 8, 6, 4, 2, 213 Jul Sep Nov 214 Mar May Jul Sep Nov 215 Mar Sapato Kupivip Butik.ru Z95 Brand-in-trend (Names.ru) Boutique.ru Trendsbrands Wordstat.yandex.ru, May 214 - Apr 215, World Yandex 215 17
Variation in user interest in Russian online retailers 14,, +13% May 213 Apr 214 12,, May 214 Apr 215-2% 1,, 8,, 6,, 4,, 2,, -5% -2% +3% +22% -22% -16% -14% Wildberries Lamoda Sapato Kupivip Butik.ru Z95 Brand-in-trend (Names.ru) Boutique.ru Trendsbrands Wordstat.yandex.ru, May 214 - Apr 215, World Yandex 215 18
Brand dynamics of international online retailers (Top-1 brands) 1,, 9, 8, 7, 6, 5, 4, 3, 2, 1, 213 Jul Sep Nov 214 Mar May Jul Sep Nov 215 Mar Bonprix Otto Quelle Asos La Redoute Witt Tommy Hilfiger Yoox Klingel NET-A-PORTER Wordstat.yandex.ru, May 214 - Apr 215, World Yandex 215 19
Brand dynamics of international online retailers (Positions 1-2) 25, 2, 15, 1, 5, 213 Jul Sep Nov 214 Mar May Jul Sep Nov 215 Mar NET-A-PORTER Shopbop Wenz 3suisses Zappos Luisaviaroma Matches Fashion Farfetch Saks Fifth Avenue Revolveclothing Mytheresa Wordstat.yandex.ru, May 214 - Apr 215, World Yandex 215 2
Variation in user interest in international online retailers (Top-1 brands) 9,, 8,, 7,, -9% May 213 Apr 214 May 214 Apr 215 6,, 5,, 4,, -3% 3,, 2,, -16% -1% % +5% 1,, +2% +11% -18% -18% Bonprix Otto Quelle Asos La Redoute Witt Tommy Hilfiger Yoox Klingel NET-A- PORTER Wordstat.yandex.ru, May 214 - Apr 215, World Yandex 215 21
Variation in user interest in international online retailers (Positions 1-2) 25, -18% May 213 Apr 214 May 214 Apr 215 2, -2% 15, -1% -43% 1, -22% -7% -34% 5, % +116% +3% +23% NET-A-PORTER Shopbop Wenz 3suisses Zappos Luisaviaroma Matches Fashion Farfetch Saks Fifth Avenue Revolveclothing Mytheresa Wordstat.yandex.ru, May 214 - Apr 215, World Yandex 215 22
3 Assortment Analytics: Footwear User interest dynamics in shoes for men, women and kids Interest distribution by types of shoes Interest seasonality
Shoes query dynamics 8, 7, Women s shoes 6, 5, Kids 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. 4, 3, 2, 1, 213 Jul Sep Nov 214 Mar May Jul Sep Nov 215 Mar Men s shoes Wordstat.yandex.ru, May 214 - Apr 215, World Yandex 215 24
Interest distribution by type of shoe (based on statistics for the last 12 months) 2% 1% 2% 5% 4% 3% 4% 32% Sneakers - 31,8% High boots - 19,6% Pumps - 14,6% Boots - 13% Sandals - 5,3% 13% Flats - 4% Uggs - 2,9% Ballet flats - 1,8% Top-3 the most popular search queries are for sneakers, high boots and pumps, which make up almost 7%. 15% 19% Ballet flats - 1,8% Felt boots - 1,5% Other - 3,6% Wordstat.yandex.ru, May 214 - Apr 215, World Yandex 215 25
4 Interest seasonality in Footwear Seasonal popularity of shoe types Main growing segments by season
Seasonal popularity of shoes Demi-season Summer 2,5, 6, 2,, 1,5, 1,, 5, 213 Jul Sep Nov 214 Mar May Jul Sep Nov 215 Mar Sneakers Pumps Flats Ballet flats 5, 4, 3, 2, 1, 213 Jul Sep Nov 214 Mar May Jul Sep Nov 215 Mar Sandals Flip Flops Demi-season Winter 2,, 1,, 1,5, 1,, High boots 8, 6, 4, Boots Uggs 5, 213 Jul Sep Nov 214 Mar May Jul Sep Nov 215 Mar Ankle boots 2, 213 Jul Sep Nov 214 Mar May Jul Sep Nov 215 Mar Hessian boots Felt boots Wordstat.yandex.ru, May 214 - Apr 215, World Yandex 215 27
Main growing segments (by seasons): Shoes There is the decline of interest almost of all types of shoes in winter. Growth of Interest in Spring Growth of Interest in Summer 2,5, 2,, 1,5, 1,, 5, 2, 15, 1, 5, Uggs Felt boots Flip Flops Growth of Interest in Autumn 3,, 2,5, 2,, 1,5, 1,, 5, Growth of Interest in Winter 1, 8, 6, 4, 2, Sandals Flip Flops Clogs Yandex 215 28
5 Footwear brand analytics Dynamics and distribution of brand queries: in luxury-segment in mass-segment Geography of brand interest TOP popular brands: dynamics and change of interest
Brands dynamics 8,, TOP-4 mass brands TOP-4 luxury brands Generic category queries 6,, 7,, 6,, 5,, 5,, 4,, 4,, 3,, 3,, 2,, 1,, 2,, 1,, 213 Jul Sep Nov 214 Mar May Jul Sep Nov 215 Mar Dynamics of brands query corresponds the generic queries in the category. However, the interest towards luxury brands is higher in pre-new year period. Wordstat.yandex.ru, May 214 - Apr 215, World Yandex 215 3
Brand interest distribution Luxury vs. Mass brands (based on statistics for the last 12 months) Top-5 brands (based on statistics for the last 12 months) 36% 37% 25% Adidas Nike TOP-4 mass brands Reebok TOP-4 luxury brands Incity 64% 4% 5% 6% 23% Ecco Other Interest in mass 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 Nike and Adidas, their total share make up almost 5% of Mass Brands interest. Wordstat.yandex.ru, May 214 - Apr 215, World Yandex 215 31
Top-2 popular mass brands 16,, 14,, 12,, 1,, 8,, 6,, 4,, 2,, (based on statistics for the last 12 months) Wordstat.yandex.ru, May 214 - Apr 215, World Yandex 215 32
Query dynamics of Top-1 mass brands 1,8, 1,6, 1,4, Undisputed leaders over the last 2 years are Nike and Adidas. 3rd place, depending on the month, divided between brands Incity, Reebok and Ecco. 1,2, 1,, 8, 6, 4, 2, 213 Jul Sep Nov 214 Mar May Jul Sep Nov 215 Mar Adidas Nike Reebok Incity Ecco Puma Mango Oodji Zara Converse Wordstat.yandex.ru, May 214 - Apr 215, World Yandex 215 33
Change of interest to mass brands 16,, +7% May 213 - Apr 214 14,, +2% May 214 - Apr 215 12,, 1,, 8,, 6,, 4,, 2,, +4% -16% -14% +1% +1% -17% +28% +35% Adidas Nike Reebok Incity Ecco Puma Mango Oodji Zara Converse Wordstat.yandex.ru, May 214 - Apr 215, World Yandex 215 34
6 Regional user interest in Footwear
Regional popularity: Shoes Top 2 cities with the biggest number of queries for shoes. 3% 25% 3% 25% Number of queries (per month) 2% 15% 1% 2% 15% 1% Regional affinity 5% 5% High regional popularity is observed in the cities of the CIS, especially in Ukraine. % % Wordstat.yandex.ru, May 214 - Apr 215, World Yandex 215 36
Russia vs. CIS: Shoes Russia CIS 2% 4% Sneakers High boots 1% 3% Sneakers High boots 2% 2% 3% 4% 5% 31% Pumps Boots Sandals 7% 2% 1% 3% 4% 34% Pumps Boots Sandals 13% Flats Uggs 12% Flats Uggs 14% 2% Ankle boots Ballet flats 15% 18% Ballet flats Ankle boots Felt boots Flip Flops Other Other Russia 18% 1% 11% 12% 12% 16% 17% 17% 17% 19% 19% 2% 2% 22% 23% 25% CIS 82% 9% 89% 88% 88% 84% 83% 83% 83% 81% 81% 8% 8% 78% 77% 75% TOTAL Low Boots Low Shoes Felt boots Clogs Ankle boots Boots Uggs High boots Pumps Flats Sneakers Hessian boots Ballet flats Sandals Flip Flops Wordstat.yandex.ru, May 214 - Apr 215, World Yandex 215 37
Regions vs. Capitals: Shoes Moscow, St. Petersburg (with regions) Russian Federation: regions 2% 2% 4% 4% 5% 13% 2% 5% 31% Sneakers High boots Pumps Boots Sandals Flats Uggs 1% 2% 3% 2% 2% 3% 5% 13% 32% Sneakers High boots Pumps Boots Sandals Flats Uggs 13% 19% Ballet flats Clogs 16% 21% Ankle boots Ballet flats Felt boots Felt boots Other Other Moscow & St.Petersburg Russian Federation: regions 51% 37% 37% 37% 42% 43% 44% 46% 46% 48% 51% 51% 52% 53% 55% 55% 49% 63% 63% 63% 58% 57% 56% 54% 54% 52% 49% 49% 48% 47% 45% 45% TOTAL Uggs Low Boots Clogs Flip Flops Hessian boots Low Shoes Flats Felt boots Ballet flats Sandals Boots Sneakers High boots Ankle boots Pumps Wordstat.yandex.ru, May 214 - Apr 215, World Yandex 215 38
7 Competitive landscape Footwear segment
Segment dynamics Ad spend Number of advertisers CPC 1,6, 1,4, 1,2, 1,, 8, 6, 4, 2, 211 Mar May Jul Sep Nov 212 Mar May Jul Sep Nov 213 Mar May Jul Sep Nov 214 Mar May Jul Sep Nov 215 Mar.45.4.35.3.25.2.15.1 Yandex data. April, 215. Yandex 215 4
Ad spend dynamics, units Thousands 1,6 1,4 1,2 1, 8 6 4 2 211 Mar May Jul Sep Nov 212 Mar May Jul Sep Nov 213 Mar May Jul Sep Nov 214 Mar May Jul Sep Nov 215 Mar Yandex data. April, 215. Yandex 215 41
Click volume dynamics on Search sites Thousands 3,5 3, 2,5 2, 1,5 1, 5 211 Mar May Jul Sep Nov 212 Mar May Jul Sep Nov 213 Mar May Jul Sep Nov 214 Mar May Jul Sep Nov 215 Mar Yandex data. April, 215. Yandex 215 42
Click volume dynamics on Content sites Thousands 1,4 1,2 1, 8 6 4 2 211 Mar May Jul Sep Nov 212 Mar May Jul Sep Nov 213 Mar May Jul Sep Nov 214 Mar May Jul Sep Nov 215 Mar Yandex data. April, 215. Yandex 215 43
Average CPC, units.5.45.4.35.3.25.2.15.1.5. 211 Mar May Jul Sep Nov 212 Mar May Jul Sep Nov 213 Mar May Jul Sep Nov 214 Mar May Jul Sep Nov 215 Mar Yandex data. April, 215. Yandex 215 44
Click share Search vs Content traffic compared to Category average SHOES 3.2% Clicks from Content Sites Clicks from Search Sites Data for the period: Q1'15. Yandex 215 45
Traffic from Content sites dynamics 5% 4% 3% 2% 1% % 211 Mar May Jul Sep Nov 212 Mar May Jul Sep Nov 213 Mar May Jul Sep Nov 214 Mar May Jul Sep Nov 215 Mar Yandex data. April, 215. Yandex 215 46
Click share by regions 1% 9% Other Advertisers, [VALUE] Other Advertisers, 19% Other Advertisers, 14% 8% 7% 6% 5% Advertiser 3, 6% Advertiser 3, 8% Advertiser 3, 6% Advertiser 2, 27% 4% Advertiser 2, 2% Advertiser 2, 21% 3% 2% 1% % Advertiser 1, 29% Advertiser 1, 31% Advertiser 1, 33% Moscow Saint Petersburg Other areas Yandex data. April, 215. Yandex 215 47
Click share by sites 1% 9% 8% [SERIES NAME], [VALUE] [SERIES NAME], [VALUE] [SERIES NAME], [VALUE] 7% 6% 5% Advertiser 3, 6% Advertiser 3, 6% 4% 3% Advertiser 2, 22% Advertiser 3, 7% Advertiser 2, 2% 2% 1% Advertiser 1, 28% Advertiser 2, 14% Advertiser 1, 17% Advertiser 1, 24% % Search Content sites Direct - all sites Yandex 215 48
Click distribution by regions SHOES 1% 8% 6% 4% Moscow Saint Petersburg Other areas 2% % Nov Dec 215 Feb Mar Apr Yandex data. April, 215. Yandex 215 49
CPC by ad blocks compared to category average, units.4.35.3.25 SHOES(Premium placement) SHOES (Guaranteed placement).2.15.1.5. Nov Dec 215 Feb Mar Apr Yandex data. April, 215. Yandex 215 5
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