Digital visibility for some of the UK’s leading retailers is dropping at an alarming rate, with companies including Boohoo, Matalan and JD Sports all suffering.
According to MediaVision, Boohoo is down a staggering 35% in share of search, whilst Matalan and JD are down 22% and 21% respectively, signalling serious shifts in consumer behaviour and preferences, as well as an increase in competition.
Despite the dip for these brands, others are continuing to maintain their influence online.
The January to April Fashion Report showed that Next topped a list of retail brands in terms of share of search with 10.8%, followed by TK Maxx and Primark.
ASOS, which has recently lost its CFO, saw a drop in share of search but climbed to 4th on the list with 4.6%.
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“It probably comes as little surprise to those in retail that Next continues to lead the share of search rankings,” said Charlotte Wigley, strategy director at MediaVision.
“This performance stands out during a period when several other UK retailers have issued profit warnings.”
MediaVison says social media has played a big part in this shift in dynamic, with digital trends born on TikTok and Instagram triggering spikes in search intent and purchase behaviour.
Google searches for running shoes increased by 33,000 searches compared to last year, after running has become something of a ‘trend’ for people in their 20s.
This highlights how trends sparked on platforms like TikTok and Instagram quickly fuel consumer purchasing intent on Google.
Annabelle Sacher, head of digital PR at MediaVision, added: “Over the past quarter, the impact of social moments on Google search trends has become crystal clear: channels like TikTok inspire consumer demand on Google.
“This is because social consumers are sourcing inspiration whereas when they come to google intent to buy is stronger.”