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поиск Open Analytics: Popular Goods 2
Fashion 3
General dynamics for Fashion queries 8,, 7,, 6,, 5,, 4,, 3,, 2,, 1,, +14% +3% +34% +24% Oct Nov Dec 212 Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec 213 Feb Mar Apr May Jun Jul Aug Sep Women s clothing Men s clothing Children s clothing Maternity Clothing Source: Wordstat.yandex.ru, October 211 September 213 Time frame: Jan- Sept 213/Jan-Sept 212 4
General dynamics: demographics The number of queries for Women s Fashion exceeds queries for Men s Fashion by four times, and Children s Fashion fashion by two times. Source: Wordstat.yandex.ru, October 211 September 213 5
General dynamics: cyclic trends Women s fashion peaks shortly before the New Year and in March. Queries for children s fashion grow in October and November. Source: Wordstat.yandex.ru, October 211 September 213 6
General dynamics: cycles The portions of lower overall interest towards children s and men s fashion are growing more rapidly. In 213 compared to 212, there was +3% growth for children s fashion, and +34% for men s fashion Source: Wordstat.yandex.ru, October 211 September 213 7
Fashion search volume Dresses Jackets Coats T-shirts Skirts Skirts Down coats Jumpers 3% 4% 4% 4% 17% 5% 28% The top 3 most popular searches for dresses, jackets, and coats make up Blouses/Dress Shirts Suits Jeans Others 4% 4% 5% 6% 7% 14% 5% of the search volume Source: Wordstat.yandex.ru, October 212 September 213 8
Search query dynamics for Clothing 2,5, 7, 2,, Jackets 6, 1,5, 1,, 5, Coats Jumpers Down Coats 5, 4, 3, 2, 1, T-shirts Blouses/Dress shirts Suits Jeans 211-1 211-12 212-2 212-4 212-6 212-8 212-1 212-12 213-2 213-4 213-6 213-8 211-1 211-12 212-2 212-4 212-6 212-8 212-1 212-12 213-2 213-4 213-6 213-8 Searches for jackets and coats peak in fall and spring. Down coats and jumpers peak in fall. Down coats and jumpers peak in the fall. Searches for T-shirts are most popular in spring and summer. Seasonality is less pronounced for suits and blouses. Source: Wordstat.yandex.ru, October 211 September 213 9
Search dynamics for Women s Clothing Skirts Blouses Sundresses Dresses (RHS) 1,, 5,, The number of search 8, 4,, queries for dresses 6, 3,, reaches its highest point just before the 4, 2,, New Year holiday. 2, 1,, Searches for skirts and sundresses are 211-1 211-12 212-2 212-4 212-6 212-8 212-1 212-12 213-2 213-4 213-6 213-8 most popular in spring and summer. Source: Wordstat.yandex.ru, October 211 September 213 1
Popular searches for Dresses Number of Search Queries in a Month Wedding Dress Evening Dress White Dress Long Dress Black Dress Prom Dress Full Dress Short Dress Dress with sleeves Red Dress Dress to the floor Fancy Dress Ball gown Knitted Dress Cocktail Dress Plus Sizes Blue Dress Greek Lace Dress Figure-fitting Dress 111,883 19,746 11,776 92,577 79,89 71,345 62,332 58,993 55,721 54,462 45,133 4,421 37,38 35,844 33,56 3,677 28,713 28,261 325,351 794,874 11
Search dynamics for Men s Clothing 4, 35, 3, Men s jackets 25, 2, Men s suits 15, 1, 5, Men s coats Men s dress shirts Men s jeans Men s pants 211-1 211-11 211-12 212-1 212-2 212-3 212-4 212-5 212-6 212-7 212-8 212-9 212-1 212-11 212-12 213-1 213-2 213-3 213-4 213-5 213-6 213-7 213-8 213-9 Searches of jackets and coats varies by season. Queries on suits, dress shirts, and jeans demonstrates a steady interest. 12
Search dynamics for Children s Clothing 5, 4, 3, 2, Children s jumpers Children s dresses 1, Children s suits Children s jackets Children s coats 211-1 211-11 211-12 212-1 212-2 212-3 212-4 212-5 212-6 212-7 212-8 212-9 212-1 212-11 212-12 213-1 213-2 213-3 213-4 213-5 213-6 213-7 213-8 213-9 Before the New Year there is a spike in interest for children s dresses and suits. Dresses are also popular during the spring time. People search for jumpers in the fall and jackets and coats in the fall and spring. 13
Footwear 14
General search queries for Footwear 7, 6, 5, 4, 3, 2, 1, +36% +51% +65% 211-1 211-11 211-12 212-1 212-2 212-3 212-4 212-5 212-6 212-7 212-8 212-9 212-1 212-11 212-12 213-1 213-2 213-3 213-4 213-5 213-6 213-7 213-8 213-9 Children s clothing Women s shoes Men s shoes Time frame: Jan- Sept 213/ Jan-Sept 212 The greatest interest in footwear happens in the off-seasons of spring and fall. Queries on children s and women s shoes in two times higher than men s Source: Wordstat.yandex.ru, October 211 September 213 15
Search volume on Footwear Types Boots Sneakers Heels Boots Keds 2% 2% 3% 3% 3% 1% 1% 1% 1% 27% The top 3 Wool Boots Moccasins 4% searches for boots, Open High Heeled Sandals Ugg Boots 7% 6% sneakers, and heels make up Ankle Boots Ballet Flats Knee High Boots 11% 18% 6% Sandals of the search volume Clogs 16% Others Source: Wordstat.yandex.ru, October 212 September 213 16
Search query dynamics for Footwear (1) Demi Seasonality Summer Seasonality 1,, 8, Boots 3, 25, 6, 2, 15, 4, 2, Ankle Boots 1, 5, Open high-heeled sandals Ballet Flats Moccasins 211-1 211-12 212-2 212-4 212-6 212-8 212-1 212-12 213-2 213-4 213-6 213-8 212-2 212-4 212-6 212-8 212-1 212-12 213-2 213-4 213-6 213-8 17
Search query dynamics for Footwear (2) Winter Seasonality Spring Seasonality 6, 1,, 5, 4, Boots 8, 6, Sneakers 3, 2, 1, Knee-high Boots Uggs 4, 2, Heels 211-1 211-12 212-2 212-4 212-6 212-8 212-1 212-12 213-2 213-4 213-6 213-8 211-1 211-12 212-2 212-4 212-6 212-8 212-1 212-12 213-2 213-4 213-6 213-8 18
Accessories 19
Search volume for Accessories Watches 1% Bags Glasses Winter Hats 9% 3% 3% 1% The top 3 Scarves Caps 37% categories of watches, Clutches Gloves 1% 81% purses, and glasses make up Belts Hats 81% Head scarves Berets Infinity Scarves 34% of the total search volume Source: Wordstat.yandex.ru, October 212 September 213 2
Popular queries for Bags Number of Search Queries per Month Women s bags Men s bags Leather bags Travel bags Laptop bags Sports bags Shoulder bags Bag on wheels Foe bags Brand name bags Backpack bags Girl s bags Big bags Suede bags Camera bags Suitcase bags Small bags Beach bags Briefcase bags 32,599 31,636 25,48 2,592 15,584 15,54 13,355 11,439 9,46 8,841 7,426 7,249 6,983 6,26 4,848 4,729 81,388 76,866 133,992 21
Search query dynamics for Accessories 2,5, 2,, 1,5, Watches Bags 1,2, 1,, 8, 6, Winter Hats 1,, 4, 5, Glasses 2, Scarves Gloves 211-1 211-12 212-2 212-4 212-6 212-8 212-1 212-12 213-2 213-4 213-6 213-8 211-1 211-12 212-2 212-4 212-6 212-8 212-1 212-12 213-2 213-4 213-6 213-8 The winter accessories have a pronounced seasonality in the November to December period. Interest in bags reaches its max in March. Interest in watches grows in the October to March period and reduces between April and September. Source: Wordstat.yandex.ru, October 211 September 213 22
Search query dynamics for Accessories This group of goods overall peaks right before the New Year and in February and March. 12, 1, 8, 6, 4, 2, Clutches Belts Head scarves 211-1 211-11 211-12 212-1 212-2 212-3 212-4 212-5 212-6 212-7 212-8 212-9 212-1 212-11 212-12 213-1 213-2 213-3 213-4 213-5 213-6 213-7 213-8 213-9 It is assumed that the searches for accessories rises just before the holidays for the New Year, Men s Day, and Women s Day Source: Wordstat.yandex.ru, October 211 September 213 23
Lingerie 24
Search dynamics for Lingerie 1,8, 1,6, 1,4, 1,2, General Queries 1,, 8, 6, 4, 2, Undergarments Swimwear Tights 211-9 211-1 211-11 211-12 212-1 212-2 212-3 212-4 212-5 212-6 212-7 212-8 212-9 212-1 212-11 212-12 213-1 213-2 213-3 213-4 213-5 213-6 213-7 213-8 213-9 Bathing suits have a significant impact on the lingerie segment but the seasonality of swimwear and underwear differ. Source: Wordstat.yandex.ru, October 211 September 213 25
Search query dynamics for Lingerie (1) 4, 3, 2, Underwear Bras 1, Briefs Body 211-1 211-12 212-2 212-4 212-6 212-8 212-1 212-12 213-2 213-4 213-6 213-8 Interest in undergarments reaches its peak between February and March. Source: Wordstat.yandex.ru, October 211 September 213 26
Search query dynamics for Lingerie (2) 1,, 6, 8, 5, Swimwear 6, 4, Bathing Suits 4, 3, 2, Swim 2, Swim Trunks 1, 211-1 211-12 212-2 212-4 212-6 212-8 212-1 212-12 213-2 213-4 213-6 213-8 Interest in swimwear reaches its peak in the summer months. Source: Wordstat.yandex.ru, October 211 September 213 27
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