Jun 19, 2020
Matalan is clear winner as searches boom during lockdown
Jun 19, 2020
Despite the UK being stuck indoors, department stores and footwear retailers proved particularly popular with consumers during the lockdown, according to search trends.
A study from Money.co.uk using Google Trends search data, found that searches for the UK’s most popular fashion and clothing brands soared by 50% between April 1 and May 31.
Retail park favourite Matalan emerged as the most sought after fashion brand during that period, with searches surging by 257%.
Offering a wide range of products, from clothing items to homeware essentials, department stores experienced an average search increase of 101%, with TK Maxx seeing a 134% surge in searches but Selfridges only growing by 7% when compared to pre-lockdown figures.
Shoe retailers also performed well, with an average increase of 118% and a combined 1.4 million searches per month. Schuh and Clarks enjoyed strong search interest, up 213% and 163% respectively. Converse saw a 48% increase in searches and the volume of searches for Vans grew by 47%.
As expected, Google search interest in clothing brands also spiked during the lockdown, but to a lesser degree than department stores and footwear brands. Overall, top clothing brands saw a combined 70% increase in searches.
Taking the top spot for clothing specialists is New Look with a 191% increase, followed by Primark with a 153% increase in searches when compared to pre-lockdown levels. Nationwide searches for Dorothy Perkins rose 138%. The only clothing brand to see a decrease in searches was Miss Pap, which saw a 30% fall when compared to pre-Covid figures.
In the outdoor category, the North Face and Berghaus also saw a decline in search interest, down 8% and 55% respectively. The extended period of mostly bright and dry weather during April and May may have had an impact on demand for outdoor jackets, although leisure brand Regatta surged by 100% during the period.
Finally, sports brands experienced an 86% increase combined and 6.3 million searches per month. Sports retailer Lacoste takes the top spot for the most searched for sports brand with a 156% surge in searches, followed by Under Armour with a 113% increase in search interest and Nike, up 98%.
While non-essential retail stores are now allowed to open, search interest for fashion brands is likely to remain high as retailers run sales promotions to shift excess stock.
Money.co.uk personal finance expert Salman Haqqi said: “The novelty of visiting a bricks and mortar store is appealing, but it’s likely that better deals and lower prices can still be found online.”
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