Fashion is a constantly evolving industry, with seasonal peaks and large scale trends that shape consumer interests and online searches.
When New Look identified that Kimonos were set to become a hot trend in UK fashion, we set out to support them in becoming market leaders.
According to UK Google Trends data, ‘new look kimonos’ was the 3rd most used kimono search term over the last 12 months, demonstrating the level of success that New Look enjoyed in building brand association with this on-trend product.
Having identified the Kimono trend early, New Look PPC traffic actually grew at a faster rate than the overall interest growth in May 2014. This displayed the successful optimisation and brand building that would allow New Look to benefit from the peak in interest that occurred over the Summer months.
New Look’s PPC impression share also gained the dominant position during the most lucrative period of heightened Summer interest in Kimonos.
In terms of organic search: