Online Fashion: Footwear Category...

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Online Fashion: Footwear Category Overview Q4 2014

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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

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User Interest in Category Queries related to the scope of clothing and shoe shopping make about 0.5% of the total Yandex queries.

Wordstat.yandex.ru statistics, Oct ‘2012 – Sep ‘2014

Category queries share in total amount of Yandex queries Query distribution by segments within the category

Queries on clothes are the most popular in the category. They made up more than 60% of all category queries for last 12 months.

0.0%

0.1%

0.2%

0.3%

0.4%

0.5%

0.6%

2012

N

ov

Dec

20

13

Feb

Mar

A

pr

May

Ju

n Ju

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Sep

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Nov

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2014

Fe

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Apr

M

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Jun

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S

ep

62%

23%

11%

4% Clothes

Shoes

Accessories

Underwear

5

380,505,344 365,617,026

-4%

0

5,000,000

10,000,000

15,000,000

20,000,000

25,000,000

30,000,000

35,000,000

40,000,000 20

12

Nov

Dec

2013

Feb

Mar

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2014

Feb

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Impr

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Category Dynamics

Wordstat.yandex.ru statistics, Oct 2012 – Sep 2014

In the last 12 months user interest in clothing and shoe shopping went down by 4%

Oct 2012 – Sep 2013 Oct 2013 – Sep 2014

6

365,617,026 354,582,122

-3%

1 2 0

5,000,000

10,000,000

15,000,000

20,000,000

25,000,000

30,000,000

35,000,000

40,000,000 20

12

Nov

Dec

2013

Feb

Mar

Apr

May

Jun

Jul

Aug

Sep

Oct

Nov

Dec

2014

Feb

Mar

Apr

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Jun

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Aug

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Oct

Nov

Dec

2015

Feb

Mar

Apr

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Jun

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Aug

Sep

Impr

essi

ons

Category Dynamics Forecast


The whole interest in category (clothing, shoes, accessories) is expected to fall by 3% in 2014-2015.

Oct 2013 – Sep 2014 Oct 2014 – Sep 2015

7

224,454,225 218,495,113

-3%

1 2 0

5,000,000

10,000,000

15,000,000

20,000,000

25,000,000

30,000,000 20

12

Nov

Dec

2013

Feb

Mar

Apr

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Jun

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Aug

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Oct

Nov

Dec

2014

Feb

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Oct

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2015

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Impr

essi

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Category Dynamics Forecast (Clothing)


Queries on clothing made up more than 60% of all category queries. That is the main reason for similarities in trends of user interest in the clothing category and the entire category “Clothing, shoes, accessories”. From October 2014–September 2015, growth rate is expected to be -5% (as seen in the drop in the entire “Clothing, shoes, accessories” category).

Oct 2013 – Sep 2014 Oct 2014 – Sep 2015

8

36,523,280

42,290,739

+16%

1 2 0

1,000,000

2,000,000

3,000,000

4,000,000

5,000,000 20

12

Nov

Dec

2013

Feb

Mar

Apr

May

Jun

Jul

Aug

Sep

Oct

Nov

Dec

2014

Feb

Mar

Apr

May

Jun

Jul

Aug

Sep

Impr

essi

ons

User Interest Growth in Online Shopping


Growth of queries connected with user intent to buy online exceeds user interest growth rate in category overall: +16% vs. -3% (in total).

Oct 2012 – Sep 2013 Oct 2013 – Sep 2014

9

13,855,583

15,646,662

+13%

Shoes query dynamics (intent queries)


Oct 2012 – Sep 2013 Oct 2013 – Sep 2014

0

400,000

800,000

1,200,000

1,600,000

2,000,000

2012 Nov Dec 2013 Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec 2014 Feb Mar Apr May Jun Jul Aug

Impr

essi

ons

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Query Dynamics within Category


0

5,000

10,000

15,000

20,000

25,000

30,000 20

12

Nov

Dec

2013

Feb

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2014

Feb

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User interest in clothes and shoes experience more significant seasonal changes than accessories or underwear.

Clothes Shoes Accessories Underwear

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User Interest Growth Dynamics


The growth rate of the amount of queries in category (Impressions by quarters)

+20%

+34%

-6%

-8%

-22%

-21%

-3%

-11%

0

20

40

60

80

100

Russia CIS

Mill

ions

-5%

-2%

-11%

-2%

-23%

-21%

-1%

-4%

0

10

20

30

40

50

60

Moscow and St.-Petersburg Russia (except Moscow and St.-

Petersburg)

Mill

ions

There was a significant decline of user interest in the category during the 2nd quarter of 2014. For comparison, the decline of category in Q2 2013 in Russia is -15% vs. -22% in Q2 2014. CIS: -19% (Q2 2013) vs -21% (Q2 2014).

n Q4 2013 n Q1 2014 n Q2 2014 n Q3 2014

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Interest towards Category in Regions: CIS, Russia


40%

50%

60%

70%

80%

90%

100%

110%

120%

130% 20

12

Nov

Dec

2013

Feb

Mar

Apr

May

Jun

Jul

Aug

Sep

Oct

Nov

Dec

2014

Feb

Mar

Apr

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Jun

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Aug

Sep

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.

CIS Russia (except Moscow and St. Petersburg) Moscow and St. Petersburg

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Interest towards Category in Russian Regions


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.

57% 59% 58% 56% 57% 59% 59% 57%

43% 41% 42% 44% 43% 41% 41% 43%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Winter 2012-2013

Spring 2013 Summer 2013 Autumn 2013 Winter 2013-2014

Spring 2014 Summer 2014 September 2014

Moscow and St. Petersburg Russia (except Moscow and St. Petersburg)

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Volga reg. – 12% of queries Reg. popularity – 80%

Regional Popularity


North-West – 10% of queries Saint-Petersburg – 7% of queries Reg. popularity – 104%, 115%

CIS – 17% of queries, Reg. popularity – 129%

South – 5% of queries Reg. popularity – 77%

Central district – 41% of queries Moscow – 33% of queries, Reg. popularity – 138%, 161%

Ural – 6% of queries Reg. popularity – 88%

Siberia – 7% of queries, Reg. popularity – 82%;

Far East – 1% of queries Reg. popularity – 76%

Wordstat.yandex.ru statistics, Oct 2014

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. Thus, in Moscow popularity rate is 161%, whereas in most other Russian regions it is 80–100%.

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Online Fashion Retailers Brand Dynamics

•  User interest in Russian online fashion retailers •  User interest in International online fashion retailers

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Online Fashion Retailers Dynamics


For the last 12 months, interest in local online retailers has increased by more than 1,2 times. As a result, in September, 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 drop in interest to Bonprix.

0

4,000,000

8,000,000

12,000,000

16,000,000

20,000,000

24,000,000

28,000,000

Russian online stores International online stores

Oct 2012 – Sep 2013 Oct 2013 – Sep 2014

Online retailers share, September 2014

User interest Dynamics (based on retailers brands statistics)

36% -6% 56% 44% Russian

International

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Online Fashion Retailers Brand Dynamics


0

200

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800

1,000

1,200

2012 Nov Dec 2013 Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec 2014 Feb Mar Apr May Jun Jul Aug Sep

Thou

sand

Im

pres

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Wildberries

Lamoda

Bonprix

Asos

Otto

Quelle

Witt

Sapato

Kupivip

La Redoute

Butik.ru

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Online Fashion Retailers Popularity (Top-15 brands)


0

500

1,000

1,500

2,000

2,500

3,000

3,500

4,000

4,500

Thou

sand

Im

pres

sion

s

(based on data for the last 12 months)

Russian online retailers International online retailers

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Online Fashion Retailers Popularity (Positions 15–28)


(based on data for the last 12 months)

0

20,000

40,000

60,000

80,000

100,000

120,000

140,000

Russian online retailers International online retailers

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Brand Dynamics of Russian Online Retailers


0

200

400

600

800

1,000

1,200


Thou

sand

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ons

Wildberries

Lamoda

Sapato

Kupivip

Butik.ru

Z95

Brand-in-trend

Boutique.ru

Trendsbrands

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Variation in User Interest in Russian Online Retailers


+58%

+61%

-52%

-34% +7%

+27% +40% -32% -20% 0

2,000

4,000

6,000

8,000

10,000

12,000

14,000

Wildberries Lamoda Sapato Kupivip Butik.ru Z95 Brand-in-trend Boutique.ru Trendsbrands

Thou

sand

Impr

essi

ons

Oct 2012 – Sep 2013 Oct 2013 – Sep 2014

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Brand Dynamics of International Online Retailers (Top-9 brands)


0

100

200

300

400

500

600

700

800

900

1,000


Thou

sand

Im

pres

sion

s

Bonprix

Otto

Quelle

Asos

Witt

La Redoute

Yoox

Klingel

NET-A-PORTER

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Brand Dynamics of International Online Retailers (Positions 9-19)


0

5,000

10,000

15,000

20,000

25,000


NET-A-PORTER Shopbop Wenz 3suisses Zappos Luisaviaroma Saks Fifth Avenue Matches Fashion Revolveclothing Mytheresa Farfetch

Impr

essi

ons

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Variation in User Interest in International Online Retailers (Top-9 brands)


-8%

-26%

-16% +47%

+10% -11% +24%

+21% +18% 0

1,000

2,000

3,000

4,000

5,000

6,000

7,000

8,000

9,000

Bonprix Otto Quelle Asos Witt La Redoute Yoox Klingel NET-A-PORTER

Thou

sand

Im

pres

sion

s

Oct 2012 – Sep 2013 Oct 2013 – Sep 2014

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Variation in User Interest in International Online Retailers (Positions 9-19)


+18%

+51%

+26%

-36%

+26%

+13% +10% +103% +60%

+143% +77%

0

50,000

100,000

150,000

200,000

Impr

essi

ons

Oct 2012 – Sep 2013 Oct 2013 – Sep 2014

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Shoes: Assortment Analytics

•  User interest dynamics in shoes for men, women and kids

•  Interest distribution by types of shoes •  Interest seasonality

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Generic query dynamics of shoes


The biggest interest to footwear is observed in spring and autumn. The number of search queries on children's and women's shoes is two times higher than on the men's.

0

100,000

200,000

300,000

400,000

500,000

600,000

700,000


Women’s Kid’s Men’s

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Interest distribution by kinds of shoes (based on statistics for the last 12 months)


Top-3 the most popular search queries are for sneakers, high boots and pumps, which make up almost 70%.

30%

21% 15%

13%

5% 4%

3% 2%

2% 2%

3% Sneakers - 30,2%

High boots - 21,2%

Pumps - 15,1%

Boots - 12,5%

Sandals - 5,3%

Flats - 3,6%

Uggs - 3,3%

Ankle boots - 1,9%

Ballet flats - 1,9%

Felt boots - 1,5%

Other - 3,4%

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Types of shoes query dynamics


0

200,000

400,000

600,000

800,000

1,000,000

1,200,000

1,400,000

1,600,000

2012

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ep 0

200,000

400,000

600,000

800,000

1,000,000

1,200,000

1,400,000

1,600,000

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Demi-season Seasonality

Sneakers Pumps Flats Ballet Flats

High Boots Ankle Boots

30

0

50,000

100,000

150,000

200,000

250,000

300,000

350,000

400,000

450,000

500,000

2012

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Feb

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Jun

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ep 0

100,000

200,000

300,000

400,000

500,000

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Types of shoes query dynamics


Winter Seasonality

Boots Uggs Felt Boots Hessian Boots

Sandals

Flip Flops

Summer Seasonality

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Interest Seasonality in Shoe Segment

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Main growing segments (by seasons)


The greatest increase of interest to the shoes segment is in autumn: interest becomes 1,6 times higher than in spring and more than 26 times higher than in winter. There is the decline of interest almost of all types of shoes in summer.

Growth of interest in autumn Growth of interest in winter Growth of interest in spring

0

500

1,000

1,500

2,000

2,500

3,000

Hig

h bo

ots

Boo

ts

Ugg

s

Sne

aker

s

Felt

boot

s

Ank

le b

oots

Hes

sian

boo

ts

Low

Boo

ts

Low

Sho

es

Thou

sand

s

0

20

40

60

80

100

120

San

dals

Pum

ps

Flip

Flo

ps

Clo

gs

Felt

boot

s

Flat

s

Bal

let f

lats

Thou

sand

s

0

200

400

600

800

1,000

1,200

1,400

1,600

Sne

aker

s

San

dals

Pum

ps

Flat

s

Bal

let f

lats

Clo

gs

Flip

Flo

ps

Low

Sho

es

Ank

le b

oots

Thou

sand

s

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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 Jeans

Boots Shorts

Scarves Skirts

Vests Flats

Hosiery

Uggs

Parkas

Dresses

Season Popularity of Destinations

Wordstat.yandex.ru statistics, Dec ‘2012 – Feb ‘2014

Clothing Shoes Accessories Underwear

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Mass Segment

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Top-20 popular mass shoe brands (based on statistics for the last 12 months)


0

2,000

4,000

6,000

8,000

10,000

12,000

14,000

Thou

sand

s

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Query dynamics of Top-10 mass brands


Undisputed leaders over the last 2 years are Nike and Adidas. 3rd place, depending on the month, divided between brands Incity, Reebok and Ecco.

0

200,000

400,000

600,000

800,000

1,000,000

1,200,000

1,400,000

1,600,000


Adidas Nike Ecco Reebok Incity Mango Puma Oodji Zara Stradivarius

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Change of interest to mass brands


Oct 2012 – Sep 2013 Oct 2013 – Sep 2014

-18%

+13%

+14% -9% +7% -28%

+3% -4% +90% +45%

0

2,000

4,000

6,000

8,000

10,000

12,000

14,000

16,000

Adidas Nike Incity Reebok Ecco Oodji Puma Mango O'stin Converse

Thou

sand

Im

pres

sion

s

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Regional User Interest in Segment

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Regional popularity: shoes Top 20 cities with the biggest number of queries for shoes


High regional popularity is observed in the cities of the CIS, especially in Ukraine.

Regional affinity

Num

ber o

f que

ries

(per

mon

th)

0%

50%

100%

150%

200%

250%

300%

0%

5%

10%

15%

20%

25%

30%

40

Russia vs. CIS: Shoes


Russia CIS Share by Type of Shoe

30%

21% 15%

13%

5% 4%

3% 2% 2%

2% 4% Sneakers High boots

Pumps Boots

Sandals Flats

Uggs Ankle Boots

Ballet flats Felt Boots

Flip Flops Other

32%

20% 16%

11%

7% 4%

3% 2% 2%

1% 3%

80% 90% 88% 87% 85% 85% 83% 82% 81% 80% 79% 79% 78% 77% 75% 75%

20% 10% 12% 13% 15% 15% 17% 18% 19% 20% 21% 21% 22% 23% 25% 25%

0%

25%

50%

75%

100%

TOTAL Low Boots Low Shoes Felt boots Clogs Uggs Ankle boots Boots High boots Hessian boots

Flats Sneakers Pumps Ballet flats Sandals Flip Flops

Russia CIS

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Regions vs. Capitals: Shoes Moscow, St. Petersburg (with regions) Russian Federation: regions Share by Type of Shoe

29%

21% 14%

13%

5% 4%

4% 2% 2%

2% 4% Sneakers High boots

Pumps Boots

Sandals Flats

Uggs Ballet flats

Felt Boots Ankle Boots

Other

30%

22% 16%

12%

5% 3%

3% 2% 2%

1% 3%

49% 63% 59% 57% 56% 56% 55% 54% 54% 53% 51% 49% 48% 48% 45% 44%

51% 37% 41% 43% 44% 44% 45% 46% 46% 47% 49% 51% 52% 52% 55% 56%

0%

25%

50%

75%

100%

TOTAL Low Boots Flip Flops Hessian boots

Low Shoes Felt boots Clogs Uggs Ballet flats Flats Boots Sandals Sneakers High boots Pumps Ankle boots

Moscow & St.Petersburg Russian Federation: regions

42

Competitive Landscape

43

Segment dynamics

Yandex data. September 2014

0.0c

0.1c

0.1c

0.2c

0.2c

0.3c

0.3c

0.4c

0.4c

0

1,000

2,000

3,000

4,000

5,000

6,000

7,000

8,000

2011 Mar May Jul Sep Nov 2012 Mar May Jul Sep Nov 2013 Mar May Jul Sep Nov 2014 Mar May Jul Sep

Thou

sand

s

Expenditure Number of advertisers CPC

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Expenditure dynamics


0

1,000

2,000

3,000

4,000

5,000

6,000

7,000

8,000 20

11

Feb

Mar

A

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May

Ju

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ug

Sep

O

ct

Nov

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2012

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Jun

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Aug

S

ep

Oct

N

ov

Dec

20

13

Feb

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A

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Sep

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2014

Fe

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Apr

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Thou

sand

s

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Click dynamics – Direct.Search


0

2,000

4,000

6,000

8,000

10,000

12,000

14,000

16,000

18,000

20,000 20

11

Feb

Mar

A

pr

May

Ju

n Ju

l A

ug

Sep

O

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Nov

D

ec

2012

Fe

b M

ar

Apr

M

ay

Jun

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Aug

S

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Oct

N

ov

Dec

20

13

Feb

Mar

A

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Thou

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Click dynamics – Content sites


0

1,000

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7,000

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10,000 20

11

Feb

Mar

A

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Sep

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Fe

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S

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Oct

N

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Feb

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47

Average CPC


0.00

0.05

0.10

0.15

0.20

0.25

0.30

0.35

0.40

2011

Fe

b M

ar

Apr

M

ay

Jun

Jul

Aug

S

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Oct

N

ov

Dec

20

12

Feb

Mar

A

pr

May

Ju

n Ju

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ug

Sep

O

ct

Nov

D

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2013

Fe

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ar

Apr

M

ay

Jun

Jul

Aug

S

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Oct

N

ov

Dec

20

14

Feb

Mar

A

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May

Ju

n Ju

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Sep

48

Click share – Search vs. Content

34.7%

65.3%

Quarterly data: Q3’14

Clicks from content sites

Clicks from search sites

49

The use of content sites – dynamics


0%

5%

10%

15%

20%

25%

30%

35%

40%

2011

Fe

b M

ar

Apr

M

ay

Jun

Jul

Aug

S

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Oct

N

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Dec

20

12

Feb

Mar

A

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May

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Sep

O

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Nov

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M

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S

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Oct

N

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Dec

20

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Feb

Mar

A

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Sep

50

Click share by regions


59% 58% 50%

Moscow Saint-Petersburg Regions

Other Advertiser

51

Click share by sites

Quarterly data: Q3’14

55% 58% 58%

Search Context sites Direct - all sites

Other Advertiser

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Clicks distribution by regions


0%

20%

40%

60%

80%

100%

Apr May Jun Jul Aug Sep Moscow Saint Petersburg Other areas

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Average CPC by positions


0.00

0.05

0.10

0.15

0.20

0.25

0.30

0.35

0.40

Apr May Jun Jul Aug Sep

SHOES(Premium placement) SHOES (Guaranteed placement)

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Yandex International Business Development [email protected] +1 617 398 7870

Online Fashion: Footwear Category...

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