Want to know which brand is getting the most clicks in the new year? Internet monitor Hitwise offers a breakdown of Australian online apparel and accessory activity for the three months ended January 2009. The top 50 players are ranked by number of visits.
But before Ragtrader gets into the knitty gritty figures, we thought we'd offer a snapshot of some of the international fashion websites which made the top cut. According to analysis from search giant Google, fashion is an online category which attracts a high number of international visits by Australian consumers; the only category to regularly exceed this is "books", due principally to Amazon.
www.victoriassecret.com: Ranked 11
Although consistently ranked as one of the top 100 websites in the world by online monitor Alexa.com, womenswear and intimate apparel provider Victoria's Secret isn't immune from a little recession stress. Sales across its online and catalogue operations were down 19 per cent for February as executives said it yielded to "overall demand softness" in the market. That's not to say its online arm isn't growing. Put it this way: When the group built its original distribution centre in 1992, web and catalogue sales accounted for $400 million annually. In 2007, the group unveiled a 1 million square foot facility to cope with growing demand in its direct operations which by then accounted for sales of nearly $1.4 billion.
www.net-a-porter.com: Ranked 12
Net-a-porter is laughing all the way to the bank - the ones that are still standing that is. According to UK trade publication Drapers, sales at the London-based luxury online retailer grew by more than 50 per cent to around £85 million ($AU 181 million) and pre-tax profits by 300 per cent for the year ended January 2009. No wonder designers were fanning themselves at the news a net-a-porter buyer was headed down for Rosemount Australian Fashion Week in 2008. The e-tailer stocks a wide, but tightly edited, range of designer brands across clothing, bags, lingerie, accessories and shoes. Everyone from iconic label Yves Saint Laurent to emerging American star Phillip Lim and Australian label Zimmermann get a look in - as long as the look is right and the price, it seems, relatively high.
wwww.snorgtees.com: Ranked 16
Australians sure love their novelty t-shirts. US-based clothing company snorgtees.com is a regular on the 'top hits' circuit with its range of printed jersey tees and hoodies. Manufactured using blank American Apparel garments - a popular sourcing choice for independent labels and retailers - the women's and men's ranges generally retail for under $20 with international shipping options ranging from $7.50 to $25. The website was launched in 2004 and has always had a strong community ethos; consumers are encouraged to submit ideas for t-shirt designs and are kept up-to-date with a newsletter, or 'Snorgletter' for the converted.
www.topshop.com: Ranked 18
Acardia-operated High Street chain Topshop needs no introduction - but its online strategy is all the more powerful for its subtlety. With dedicated websites for the American and UK markets - and a delivery arm stretching across the globe - the retailer keeps its legion of followers in the loop with a weekly newsletter dubbed 'Style Notes'. It features fashion and styling tips, key seasonal items, shopping suggestions and special promotional offers. The retailer's online store is updated four times a week with up to 300 new items across apparel, accessories, lingerie, swimwear, footwear and items from ongoing designer collaborations. It also boasts interactive features such as video clips from London Fashion Week, podcasts and a regularly updated blog dubbed 'Inside Out'.
www.asos.com: Ranked 28
"People were expecting a good performance and we've delivered a superb one," said Asos chief executive Nick Robertson at the UK-based group's recent results announcement. Robertson announced that sales for the online store, which targets consumers aged 16 to 34, jumped by 108 per cent for the 42 weeks ended January 26 and was on track to deliver pre-tax profits of around £13.8 million ($AU 29.3 million) for the year ended March 31. Launched in 2000, Asos began life by producing cheap copies of celebrity clothing before branching out into trend-driven men's and women's fashion, designer labels, lifestyle accessories and beauty brands. It's most recent addition: The launch of a childrenswear section with over 40 designer and middle market brands and its own private label 'Little Asos'.