Global interest in UK apparel retailers up 13% - BRC

28 Apr '14

4 min read

“This innovation and good use of new technology explains why the UK is now the world's second biggest online retail exporter. We will be working hard with government to help this growth continue and give retailers all the support they need to attract even more new customers from international markets.”

Peter Fitzgerald, Retail Director, Google, said: “Apparel is a key driver of export for our UK retailers which is reflected in this report. China and Russia continue to represent a huge opportunity for retailers, with the fastest query growth for UK apparel. In addition, our fashion-led UK department stores see the fastest growth from overseas markets, demonstrating the consumer trend towards breadth of choice and availability.

“The importance of having a mobile strategy - both in the UK and abroad - is evident, as smartphones are shown to be the main driver of query growth worldwide. Interestingly we also see different search behaviour on smartphones, highlighting the impulsive nature of smartphone searches as users are able to search for anything, anywhere.”

The BRC-Google Online Retail Monitor (ORM) measures changes and trends in the growth of retail search terms over time. Every time someone goes online and Googles a retail product, that search is counted towards totals for the month and the quarter.

For each search query Google assesses how likely it is to be a retail search, based on the history of previous searches for that term, then weights it accordingly.

There are a number of metrics the Monitor measures, for example, the growth of mobile retail searches. These metrics will be reported on a quarterly basis but the overall ORM also analyses growth rates in individual months.

BRC

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