In today’s difficult economic climate, fashion retailers and brands must prioritize search engine optimization (SEO) to stay afloat. The cost-of-living crisis has not only influenced consumers’ purchasing behavior but also their search behavior. With Google investing in advanced artificial intelligence (AI) technology, getting search right in the fashion industry is more important than ever.
Fashionnetwork.com recently interviewed Louis Venter, founder and CEO of MediaVision, who has extensive experience in SEO with major fashion brands. According to Venter, retailers need to understand how inflation has affected online search behavior and adjust their SEO and marketing strategies accordingly. In tough times, consumers are more open to trying new brands and seeking cost-saving options. Retailers who grasp these trends can outperform their competitors and navigate through challenging economic conditions.
The fashion sector is highly competitive, with trends changing rapidly. Venter explains that there has been a significant shift in fashion search behavior recently. Non-brand fashion searches, which refer to generic terms rather than specific brands, increased steadily until October 2022 when they experienced a 20% drop. However, there has been an increased demand for accessories such as jewelry, scarves, and gloves, suggesting a preference for lower-priced items. People are also more likely to update their outfits rather than splurge on new occasionwear. On the other hand, purchases that require longer consideration periods, like dresses, women’s boots, and girl’s coats, have declined.
Moreover, Venter emphasizes the importance of using specific, long-tail keywords in search queries. Consumers are actively looking for the best deals and ways to save money, using terms like ‘budget,’ ‘discount,’ and ‘pre-loved.’ This indicates a change in consumer behavior during tough economic times. Additionally, sustainability and inclusivity are emerging as important factors in search behavior. The search terms related to ‘plus-size’ clothing have evolved, reflecting the increasing demand for inclusivity and body positivity. Retailers can leverage non-branded search terms to better understand customer preferences and optimize their SEO strategies accordingly.
Staying up to date with rapidly changing search trends can be a challenge for retailers. Venter highlights the need for fast and accurate data analysis to identify growth opportunities ahead of competitors. MediaVision uses a platform called Metis to access search data trends weekly, giving retailers like New Look, Monsoon, and Moss a competitive advantage in non-brand SEO growth. By focusing on rising search phrases, retailers can capture market share at the right time and develop effective SEO strategies. This data also informs trading decisions, email campaigns, and other e-commerce considerations, ensuring a customer-centric approach.
However, deriving meaningful insights from data requires businesses to analyze it from two perspectives. Firstly, they need to understand which categories should be prioritized based on demand. Secondly, they must identify the optimal product set. For instance, there might be an initial demand for mom jeans, but if the trend shifts to flared jeans, retailers need to adapt quickly. Being agile and responsive to market trends is crucial for success.
Even in tough economic times, there are opportunities for growth. SEO is not just a “hygiene factor” but a crucial driver of sales. Fashion retailers must embrace a market data-driven approach to marketing and SEO to achieve better results. As the cost-of-living crisis continues, retailers need to understand and adapt to changing consumer needs. Economic conditions significantly impact people’s priorities and spending habits, and retailers who can keep up with these changes are more likely to succeed. With the right SEO strategies and insights, fashion search can thrive even in challenging times.
Useful links:
1. Fashion Network
2. MediaVision
