The Lingerie Insight Reach List 2015, the UK’s first comprehensive study into the customer reach of the UK’s biggest lingerie and swimwear e-tailers has launched.
The Reach List, published in the September issue of Lingerie Insight, is the first ever guide to the most powerful e-tailers operating in the UK intimate apparel industry today.
It examines the biggest lingerie, swimwear and hosiery retailers, and measures their digital footprint across the UK using quantitative analysis of traffic to their websites, total number of Facebook likes, Twitter followers and Instagram followers.
For this report, we researched web traffic using a comprehensive ranking system set by Alexa, a subsidiary of Amazon, and social media engagement to create an overall figure for each e-tailer’s digital Reach.
This Reach figure is compared with industry peers in key categories including: department stores, regional department stores, mono-brand high street shops, multi-brand lingerie e-tailers, multi-brand fashion e-tailers, lingerie brands selling direct to the consumer and independent high street stores.
The Alexa ranking is calculated using a proprietary methodology that combines a site’s estimated average of daily unique visitors and its estimated number of page views over three months.
Alexa’s traffic estimates are based on data from its global traffic panel, which is a sample of millions of internet users using one of over 25,000 different browser extensions.
When compiling this research, it was not possible to obtain the UK Alexa ranking of the businesses in our Independent Retailers category, due to limited data available to us. We therefore created a unique UK Reach figure for this section, by multiplying the total number of Twitter followers, Instragram followers and Facebook Likes with the number of websites linking in to each individual ecommerce site, based on metrics obtained from Alexa.com.
“Digital Reach is one of the most vital measures of current and future success for every retailer in the industry today. For lingerie brands looking to sharpen their focus on the retailers with the greatest potential, the Reach List could not be more important,” said Blackman.
We’ve profiled the top e-tailers with the biggest Reach, analysing their data and explaining how they may have gained a strong social media following and digital footprint.
The Reach List also features insightful columns from ecommerce experts, who discuss the importance of e-tailing and engaging with customers through their websites and social media channels.