NATIONAL: Fashion brands with an online presence should expect a flurry of hits during the Christmas period, with analysts predicting a 25 to 38 per cent growth in clothing and apparel searches over December.
According to a report from Google Australia, general consumer activity would reach upwards of 260 million searches in the lead up to the holiday season - the busiest to date. Researchers claimed web retailers had already reacted to forecasts by revisiting free shipping offers, which were described as "major" sales drivers last year.
Statistics from online measurement group Hitwise indicated apparel and accessories activity was already on the rise. Asia Pacific research director Alan Long said fashion was the fastest growing sector in the digital world, with a 7.56 per cent jump in traffic over fiscal 2008 and 18.72 per cent year-on-year growth. This was compared to other sectors that had seen a decline of 5.8 per cent since the beginning of the financial year.
The figures came as good news to womenswear chain Kookai, which relaunched its website in September and planned to open an e-boutique in mid-2009. The retailer had seen a 50 per cent jump in traffic since the relaunch and attributed its Look Book section as being most popular among consumers.
Kookai managing director Rob Cromb said the company had allocated 10 per cent of its marketing budget to its website.
"Monthly updates in our [fashion tips blog] Style Hub and Look Book section give our customers the change to view our range online before they go in store," he said of the investment. "This also sets the foundations for an e-boutique that will provide a full styling and fashion experience."
Independent retailers were also arming themselves for activity over the coming months. Recently launched website thegrandsocial.com.au, which operates on a concession store model, planned to unleash five new designers in time for Christmas. Co-founded by fashion entrepreneur Nick Gower, the site essentially builds, maintains and runs online hubs for emerging labels such as Zoemou, Sewn, Seventh Wonderland and Nathan Smith.
Fifteen concessions were in operation at the time of press with a 30 per cent month-on-month growth since its October launch.
"The network is growing everyday and the stores are really starting to see the massive potential of the internet," Gower said. "The Grand Social [allows designers to] set up an online store within a couple of weeks, ready to start taking and fulfilling orders."
Even social networking sites had broached into the e-tail sector in the lead up to Christmas. Fashion-based website 2threads.com, which allows users to upload videos, photos and blogs, launched an online store earlier this month offering ready-to-wear and vintage items. Designers and users could sell their wares for a small commission on sales.
Founder Riley Batchelor said 2threads began life as a fashion newsletter in 2005 before demand saw it expand into other sectors. In October 2008, the website had 220,000 unique browsers across the world and 21,000 members.
"The shopping platform was launched as a way for our users to get direct access to shopping products, sell their second hand items...or for designers to set up a shop and sell their collections," Batchelor said. "Users were constantly emailing us or talking to each other about where they could buy fashion so we decided to give them what they were looking for directly on the website - instant shopping gratification."
Even designers or brands which did not have a shopping facility could benefit from an "e-Christmas". A recent study between the Australian Centre for Retail Studies (ACRS) and Google Australia found approximately half of Australian consumers now researched their purchases online before entering a retail store.
A quarter of shoppers surveyed described the Internet as "the most" crucial source for researching products, ahead of TV, radio, brochures and catalogues combined.
Author and ACRS research fellow Sean Sands said online and offline services were being leveraged as a competitive tool among retailers.
"Research suggests that consumers not only use the Internet to shop... but also as a source to find products, investigate alternatives and compare prices for purchases in a brick and mortar setting."