Lengow and DataHawk have posted a research on “Amazon and the on the web fashion market”. The “Clothing” category on the critical Amazon marketplaces in Europe (DE, British isles, FR, IT) was researched around a 1-yr interval (Could 2020 to May well 2021). The 100 finest sellers in the
classification had been analysed and the best 10 fashion finest sellers have been determined in each and every circumstance. Which brands carry out finest? Which goods sell greatest?
Lots of no-name manufacturers in the top 10 trend greatest sellers, nevertheless Fruit Of The Loom to be located everywhere
- No-identify brand names are on a par with well-acknowledged makes in the leading 10. This is because of in part to the common unbranded queries on Amazon (only 22% of lookups consist of a manufacturer) and rate (inexpensive solutions are evidently forward in the top rated 10).
- On all Amazon marketplaces, the identical properly-known manufacturers regularly show up in the major 10, e.g. Calvin Klein (British isles, IT, FR), Puma (DE, IT, FR), Tommy Hilfiger (DE, IT, FR), or Levi’s (IT, FR). This speaks to a uniform Europe-huge Amazon brand tactic.
- Fruit Of The Loom is the only manufacturer that is discovered in each best 10 checklist. It provides standard goods that are acquired primarily for the reason that of their interesting value. The US brand handles pretty much the complete distribution approach by way of Amazon. Only in the US does it additionally have its possess DTC on the net shop.
- The vast majority of brands in the top rated 10 count on an Amazon Model Store. Particularly nicely-recognised models (Levi’s, Puma, Lacoste, Crocs, Calvin Klein, and many others.) do this to communicate a regular brand picture. Such a keep also will make it feasible to raise site visitors and stand out from the competitors.
Basic products and solutions most popular, nationwide brand names not equally well-liked everywhere
- The prime 10 are dominated by fundamental merchandise this sort of as boxer shorts, underpants, underwear, socks, and T-shirts, products for which you really do not want to use the changing space, but alternatively buy on line without having any fuss.
- The top 10 also features fundamental solutions in huge quantities, i.e. packs of 6, 10, or even 18. Amazon shoppers like to acquire in bulk, so their purchases are helpful and preserve cash.
- 50 percent of the manufacturers on Amazon.de and Amazon.co.uk are nationwide. This is not the scenario on Amazon.fr and Amazon.it. Especially in the international locations where Amazon is incredibly powerful, nationwide brand names seem to be to set a lot more exertion into a system that bears fruit.
A fragmented on the net vogue marketplace in Europe
- Shops and manufacturers selling on Amazon in the “Apparel” category* moreover offered their items the most on the subsequent marketplaces in Europe: Cdiscount (42.9%), Spartoo (38.1%), eBay (37.4%), La Redoute (25.9%), Zalando (13.7%) and Privalia (9.3%).
- Across Europe, Amazon shops otherwise provide their items mostly on eBay, Spartoo and Zalando.
- France serves as an case in point of the remarkably fragmented manner on-line market in Europe. In a poll of representative retailers** in the trend sector Amazon is “only” in fourth position by normal product sales for every thirty day period, at the rear of Spartoo, La Redoute and Vente Privée.
You can download the comprehensive study right here