Mango, Zara and H&M, kings of Black Friday in fashion (SEMrush) – Marketing 4 Ecommerce – Your online marketing magazine for e-commerce

More and more companies from different categories join the great event of the , however, clothing, footwear and accessories have historically been one of the categories with the highest sales during this day of discounts. Among all these brands, he has chosen the kings of Black Friday in fashion.

Mango, Zara and H&M, the most searched fashion brands on Black Friday

According to their study, the single-brand fashion stores that had the most searches in relation to Black Friday last season were Mango, Zara and HM, in this order.

  1. Mango 165,000 searches during November 2018
  2. Zara 40,500 searches
  3. H&M 18,100
  4. Adidas 12,100
  5. Shein 4,400

Despite the fact that, unlike other sectors such as electronics, the fashion sector is not so dependent on Black Friday since there are other promotional seasons, such as January and summer salesit has managed to equal the level of traffic to these discount periods, becoming a key time for sales.

The study has pointed out that, during the Black Friday season, about 86% of traffic to fashion sites comes from mobile devicesmaking it one of the highest peaks compared to the rest of the year, where the percentage of consumers using their desktop computers to browse eCommerce almost doubled, going from an average of 8% to 14% during November.

Sneakers, shoes and coats: the most searched terms

Continuing with the relationship between fashion and Black Friday, the most consulted terms in relation to products such as clothing and footwear are “sneakers” with 8,100 searches, «shoes» with 5,300 searches and «glasses» and «coats» with 2,400. As you can see, all of them with an average of more than 2,000 searches during the month of November.

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It should be noted that the seasonal period does not seem to affect searches for “sunglasses”, which is the most searched accessory during Black Friday with 1,600 searches this month and is second only to glasses, with 2,400 searches. The term “women’s clothing” has a slight upward trend compared to the search for “men’s clothing” (1,600 searches against 1,390, respectively). Furthermore, the term “clothing stores” It is also one of the most searched for during Black Friday, with 1,600 searches.

Top 10: main single-brand fashion stores

The study also analyzes which are currently the fashion brands with the highest volume of traffic in Spain. Thus, during the month of October they were:

  1. Zara with 7.2 million visits
  2. Mango with 4.1 million
  3. H&M with 3.5 million searches.
  4. with 2.7 million
  5. kiabi follows closely with 2.3 million
  6. Sheinwith 2.28 million
  7. Bershka with 1.9 million
  8. Nike has managed to obtain 1.86 million
  9. pull and bear
  10. Adidaswith 1.3 million.

Top 10: main multi-brand fashion stores

The study also reveals which are the fashion multi-brand eCommerce with the highest number of visits during the past month of October:

  1. The English Courtwith 18.8 million
  2. decathlonwith 6.6 million
  3. asoswith 2 million views
  4. deporvillage, 1.5 million
  5. The Redoute1.3 million
  6. hypercor, 1.27 million
  7. Sprinter1.2 million
  8. JD Sports1 million
  9. sphere852 thousand

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