Smartphone searches for swimwear up 63% in Q1 2015

The British Retail Consortium has released its Google Online Retail Monitor for Q1 2015, citing a 63% increase in smartphone searches for swimwear and a 58% rise in mobile searches for underwear.

The report also highlights strong results for tablet searches across the intimate apparel sector, with searches for underwear climbing 19% and searches for swimwear growing by 10%.

Overall for Q1 2015, search volumes for lingerie and swimwear across both devices grew by 20% and 18% respectively.

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Q1 2015 experienced a 10% increase in the total volume of overseas consumers searching for UK apparel retailers, while UK shoppers searching for overseas apparel retailers increased by 9% in the same period. This compares with 5% in the same quarter a year ago.

Google retail director Peter Fitzgerald said: “Mobile continues to drive growth in the UK and this remains the case with apparel in the first quarter of the year. Interestingly, emerging markets still see strong growth from tablets, however smartphones supercharge growth for overseas consumers of UK brands.

“Multichannel retailers had a strong Q1, growing at 42% YoY. This reflects the increasing trend we see in the UK toward click-and-collect services. Consumers value the convenience of in-store collection, and particularly for apparel, the ability to easily return goods to store.

“Finally, the New Year saw an increase in sports and fitness apparel searches as Brits turn over a new leaf and focus on their health. Looking at the top queries we can see that wedding season is under way with engagement rings and wedding dresses trending on mobile devices.”

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