Digital Demand Tracker: What brands and sectors are being searched for this week?

A look at the companies and sectors receiving the largest growth in online searches, and the reasons why.

Performance Marketing World, in partnership with MediaVision, brings you our regular Digital Demand Tracker - a source of data around search trends online.

Here’s what the data shows for the week commencing 23rd August 2021, and how fashion brand and market demand has evolved over the last three months...

There has been a surge in seasonal ‘back to school’ and ‘back to the office’ shopping, with retail sales expected to increase by 12% during the Aug 16 to Sept 19 back-to-school period compared to 2019.

Back to school top shopping trends

Search trends for back-to-school related items are up as students/pupils head back to classrooms across the UK following the summer break.

  • Backpack37,56%

  • Boys Tracksuits 40,10%

  • Girls School Shoes23,17%

  • Graduation Dress625,31%

  • Kids Shoes13,52%

  • Red Prom Dress 46,13%

  • School Shoes18%

Work-related top search terms

After a long period of working from home, many Brits are heading back to the office and women are looking for a new work wardrobe. 

  • Work Bags For Women326,34%

  • Work Trousers76,84%

  • Workwear49,25%

  • Shoulder Bags For Women 364,64%

  • Large Handbags75,27%

  • Ladies Trainers32,15%

  • Ladies Coats52,57%

  • Black Heels82,39%

Overall, the market demand in the fashion industry has increased by 20% over the last two weeks, driven by school and work-related items online.

Fashion brand winners this week are:

Brand

Change (YOY)  

Phase Eight

+188.10%

Matalan

+120.46% 

Kurt Geiger

+102.45% 

Moss Bros

+102.44% 

Lavish Alice

+124.50% 

Fashion will be a big winner as indicated in the above trending brands - Matalan (back-to-school) and Phase Eight, Kurt Geiger (back-to-work) as well as Moss Bros and Lavish Alice selling clothing for social events and weddings. This year, the reopening of the high street brings an added layer of opportunity for retailers.

Adam Freeman, Managing Partner at MediaVision, says: “This back-to-school season will be marked by choice as online sales remain strong and brick and mortar shopping regains interest as shoppers are looking to make up for lost time.”

All data has been sourced from MediaVision’s Digital Demand Tracker, which can be found here.


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