08.10.2007
Online Trade Report on Fashion
Online check on the fashion industry - forward looking trend but not on the web.
Measured by revenue, textiles are in the highest position regarding German online trading. Overall 43% of web-user information in 2006 concerned fashion topics and 26% bought textiles on the web. Reason enough for the online marketing agency metapeople and web optimization specialist company netaspect to dedicate their first online Trade Report on the subject of "Fashion in the Web".
Altogether 11 well-known German language fashion brand websites with online shops and a newcomer Spreadshirt that offers custom printable t-shirts were examined by experts regarding the implementation and quality of their search engine advertising.
The report shows that the appearances of all surveyed fashion websites show a great potential for optimization with regards to their position, traceability on the web as well as the user friendliness and suitability of the featured media.
The investigation of these websites for its quality of implementation comprised of 10 individual criteria. The experts’ conclusion is sobering because many formal, substantive and conceptual weaknesses affect the visits of famous clothing brands. This requires improvement in confusing side structures, inadequate legal information as well as missing advice functions.
The analysis regarding the suitability of fashion sites for search engines, besides the presence and traceability, included the quality or also the position in major search engines like Google or Yahoo. The appalling result: about 60% of surveyed sites put no value on search engine advertising, resulting in a poor presence and traceability.
Overall, none of the 12 fashion sites studied scored a very good result and only one website (the newcomer Spreadshirt - www.spreadshirt.de achieved a good assessment of the 17 test criteria. Marco O’Polo, Mexx and s.Oliver achieved the best overall impression but all with only two out of four possible stars.
Though the implementation of the Nike website was positively noted, the brand clearly had shortcomings in respect of search engine advertising.
Even the online shop Spreadshirt which scored with its high web quality could not convince the experts with regard to its traceability and
position in search engines.
The current online trade report shows that the fashion industry on the web still has a lot of catching up to do. The analysed picture presents a relatively close spectrum of quality which can be described as more 'solid' than 'good'. Certainly some positive examples can be found for some key criteria however, compared to other trades, one may expect in the future further modernization of the fashion industry on the web.
Fore more information about the Online Fashion Industry Report can be found here:
www.online-branchenreport.de
The next Online-Trade Report of both agencies will deal with the subject "Music and Film Provider" and is expected to appear in March 2008.
Contact person for the press: Judith Reyter, metapeople GmbH, Philosophenweg 19, 47051 Duisburg Tel. 0203 - 417 83 23, fax 0203 - 417 83 71, E-mail: Judith.Reyter@metapeople.de
About metapeople GmbH:
metapeople GmbH is an agency for effective online marketing. Cooperating with a network of national and international agencies around the world, we can offer premium one-stop solutions in the fields of Search Engine Advertising, Search Engine Optimisation, Affiliate Marketing, Bannering, Consulting and Tracking.
With its headquarters in Duisburg, metapeople was founded in 1999 by Marco Ciachera and Tim Ringel to offer transparent and top-quality Online Marketing solutions. In 2003 branches in Hamburg and Munich were opened. Our subsidiary metaapes GmbH, specialising in Affiliate Marketing, was founded in 2004 and last but not least, metapeople Ltd. in London was incorporated in 2005. Since 2006, a team based in Hong Kong consisting of local and European experts are operating as metapeople Ltd. caring for international and Asian customers. metapeople can thus ensure their customers specific and extensive support on an international level.
metapeople works together closely with major German and international organisations and agencies. We were also able to establish a solid network of European agencies to optimise customer care. For even more refinement in our daily work most of our employees could excel themselves as “Google Adwords Qualified Professional". As German Executive of the international Search Engine Advertising association SEMPO and head of BVDW’s work group “Search Engine Advertising", CEO Tim Ringel cultivates many close commercial and personal contacts within the online marketing trade.
As one of the leading agencies for effective online marketing in Germany metapeople GmbH works on national and international level for well-known names, for example ARTE, Citibank, Daimler Chrysler, E-Plus, Lufthansa, SUN Microsystems and The Phone House.
About the netaspect GmbH
netaspect GmbH has specialized in the optimization of internet and intranet service sectors since it was founded in 1999.
Its focus is on the simultaneous optimization of customer needs and the technical and operational requirements. With special usability, multimedia and marketing skills accompany independent experts netaspect as part of their analysis of web design, implementation and performance review.
For various online target groups and markets netaspect regularly provides their own independent studies and publications.
Its customers include leading German and international companies in consumer goods, services, commerce or pharmaceuticals.
Other information: www.netaspect.com
