Footwear Market Overview

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Footwear Market Overview

Q3 2015

Contents

01 User interest in fashion category

02 Fashion brand popularity dynamics

03 Footwear assortment analytics

04 Interest seasonality in footwear

05 Footwear brand analytics

06 Regional user interest in Footwear

07 Competitive landscape

User interest in Fashion

Query dynamics

User interest growth in category

User interest growth forecast

User interest on online shopping in regions

User interest in Moscow, Saint-Petersburg vs. regions

User interest in Russia vs. CIS

01


4

0.0% 0.1% 0.2% 0.3% 0.4% 0.5% 0.6% 0.7% 0.8%

2013

Jun

Jul

Aug

Sep

Oct

Nov

Dec

2014

Feb

Mar

Apr

May

Jun

Jul

Aug

Sep

Oct

Nov

Dec

2015

Feb

Mar

Apr

Category queries share in total amount of Yandex queries

62%

23%

11%

4%

Clothes Shoes Accessories Underwear

Query distribution by segments within the category

Queries related to the scope of clothing and shoe shopping make about 0,5% of the total Yandex queries.

Keywords on clothes are the most popular in the category. They made up more than 60% of all category keywords for last 12 months.

Wordstat.yandex.ru, May 2014 - Apr 2015, World © Yandex 2015

410,542,067 436,679,820

+6%

1 2 0

10,000,000

20,000,000

30,000,000

40,000,000

50,000,000

2013

Jun

Jul

Aug

Sep

Oct

Nov

Dec

2014

Feb

Mar

Apr

May

Jun

Jul

Aug

Sep

Oct

Nov

Dec

2015

Feb

Mar

Apr


In the last 12 months user interest in clothing and shoe shopping went up by 6%.

May’2014 – Apr’2015 May’2013 – Apr’2014

5 Wordstat.yandex.ru, May 2014 - Apr 2015, World © Yandex 2015

44,586,888 54,043,079

+21%

1 2 0

1,000,000

2,000,000

3,000,000

4,000,000

5,000,000

6,000,000

7,000,000

2013

Jun

Jul

Aug

Sep

Oct

Nov

Dec

2014

Feb

Mar

Apr

May

Jun

Jul

Aug

Sep

Oct

Nov

Dec

2015

Feb

Mar

Apr

User interest in Online Shopping

Growth of interest to keywords connected with user intent to buy online reached +21%.

May’2014 – Apr’2015 May’2013 – Apr’2014


Query Dynamics within Category

User interest in clothes and shoes experience more significant seasonal changes than accessories or underwear.

0

5,000,000

10,000,000

15,000,000

20,000,000

25,000,000

30,000,000

35,000,000

2013 Jul Sep Nov 2014 Mar May Jul Sep Nov 2015 Mar


Clothes

Shoes

Accessories Underwear

The growth rate of the amount of queries in category (Impressions by quarters)

8

There was a significant decline of user interest in the category during the 1st half of 2014. But during the Q4 impressions increased to the previous level.

0

20

40

60

80

100

120

Russia CIS

Mill

ions

Q2 2014 Q3 2014 Q4 2014 Q1 2015

-17% +1%

+41%

-20%

-17% -9% +51%

+19%

0

10

20

30

40

50

60

70

Moscow and St.-Petersburg Russia (except Moscow and St.-Petersburg)

Mill

ions

Q2 2014 Q3 2014 Q4 2014 Q1 2015

-18% +1%

+38%

-28%

-17% 0%

+44%

-14%


Interest towards Category in Regions: CIS, Russia

The fastest growth of user interest in clothes and shoes is in CIS region. The growth of the category is quite steady in Russia but more rapidly in regions.

9

60%

80%

100%

120%

140%

160%

180%

200%

2013

Jun

Jul

Aug

Sep

Oct

Nov

Dec

2014

Feb

Mar

Apr

May

Jun

Jul

Aug

Sep

Oct

Nov

Dec

2015

Feb

Mar

Apr

CIS Russia (except Moscow and St.-Petersburg)

Moscow and St.-Petersburg


Interest towards Category in Russian Regions

Share of queries from users in the regions with the highest internet penetration (Moscow and Moscow region, St. Petersburg and the Leningrad region) is gradually reducing.

The audience is steadily being reallocated in favor to the regions.

10

58% 55% 56% 58% 58% 58% 61% 63%

42% 45% 44% 42% 42% 42% 39% 37%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Summer 2013 Autumn 2013 Winter 13-14 Spring 2014 Summer 2014 Autumn 2014 Winter 14-15 Spring 2015

Russia (except Moscow and St.-Petersburg)

Moscow and St.-Petersburg


Regional Popularity

There is a fairly large margin of interest growth in Russian regions. The majority of traffic on clothing and shoe shopping comes from Central region. Thus, in Moscow popularity rate is 131%, whereas in most other Russian regions it is 80-120%.

North-West – 11% of queries Saint-Petersburg – 7% of queries Reg. popularity – 106%, 110%

Volga reg. – 13% of queries Reg. popularity – 83%

CIS – 18% of queries, Reg. popularity – 129%

South – 6% of queries Reg. popularity – 84%

Central district – 36% of queries Moscow – 26% of queries, Reg. popularity – 119%, 131%

Ural – 7% of queries Reg. popularity – 92%

Siberia – 8% of queries, Reg. popularity – 91%;

Far East – 2% of queries Reg. popularity – 114%

Wordstat.yandex.ru statistics, Jan 2015


Fashion Brand popularity dynamics

User interest in Russian online fashion retailers

User interest in International online fashion retailers

02

User interest Dynamics (based on retailers brands statistics)

13

For the last 12 months, interest in local online retailers has remained at the same level while the interest in international online stores has fallen by -9%. As a result, in January, their share has exceeded the share of interest in international retail sites (54% vs. 46%).

Online retailers share, January 2014

0

4,000,000

8,000,000

12,000,000

16,000,000

20,000,000

24,000,000

28,000,000

Russian online stores International online stores

May 2013 – Apr 2014 May 2014 – Apr 2015

0% -11% 60%

40%

Russian International


14

Online fashion retailers brand dynamics

0

200,000

400,000

600,000

800,000

1,000,000

1,200,000

1,400,000


Wildberries

Lamoda

Bonprix

Asos

Otto

Quelle

Witt

Sapato

Kupivip

La Redoute

Butik.ru

Tommy Hilfiger


15

Online fashion retailers popularity (Top-15 brands)

0

2,000,000

4,000,000

6,000,000

8,000,000

10,000,000

12,000,000

14,000,000

Russian online retailers

International online retailers


16

Online fashion retailers popularity (Positions 15-29)

0

50,000

100,000

150,000

200,000

250,000

300,000

Russian online retailers

International online retailers


17

Brand dynamics of Russian online retailers

0

200,000

400,000

600,000

800,000

1,000,000

1,200,000

1,400,000


Wildberries

Lamoda

Sapato

Kupivip

Butik.ru

Z95

Brand-in-trend (Names.ru) Boutique.ru

Trendsbrands


18

Variation in user interest in Russian online retailers

+13%

-2%

-50% -2% +3%

+22% -22% -16% -14%

0

2,000,000

4,000,000

6,000,000

8,000,000

10,000,000

12,000,000

14,000,000

Wildberries Lamoda Sapato Kupivip Butik.ru Z95 Brand-in-trend (Names.ru)

Boutique.ru Trendsbrands

May 2013 – Apr 2014 May 2014 – Apr 2015


19

Brand dynamics of international online retailers (Top-10 brands)

0

100,000

200,000

300,000

400,000

500,000

600,000

700,000

800,000

900,000

1,000,000


Bonprix

Otto

Quelle

Asos

La Redoute

Witt

Tommy Hilfiger

Yoox

Klingel

NET-A-PORTER


20

Brand dynamics of international online retailers (Positions 10-20)

0

5,000

10,000

15,000

20,000

25,000


NET-A-PORTER

Shopbop

Wenz

3suisses

Zappos

Luisaviaroma

Matches Fashion

Farfetch

Saks Fifth Avenue

Revolveclothing

Mytheresa


21

Variation in user interest in international online retailers (Top-10 brands)

-9%

-30%

-16% -10%

0% +5% +2% +11%

-18% -18%

0

1,000,000

2,000,000

3,000,000

4,000,000

5,000,000

6,000,000

7,000,000

8,000,000

9,000,000

Bonprix Otto Quelle Asos La Redoute Witt Tommy Hilfiger Yoox Klingel NET-A-PORTER

May 2013 – Apr 2014

May 2014 – Apr 2015


22

-18%

-2%

-10% -43%

-22%

-7% 0% +116%

-34%

+3% +23%

0

50,000

100,000

150,000

200,000

250,000

NET-A-PORTER Shopbop Wenz 3suisses Zappos Luisaviaroma Matches Fashion

Farfetch Saks Fifth Avenue

Revolveclothing Mytheresa

May 2013 – Apr 2014

May 2014 – Apr 2015


Variation in user interest in international online retailers (Positions 10-20)

Assortment Analytics: Footwear

User interest dynamics in shoes for men, women and kids

Interest distribution by types of shoes

Interest seasonality

03

Shoes query dynamics

The biggest interest to the shoes is observed in spring and autumn. Number of search queries on children’s and women’s shoes is two times higher than on the men’s.

24

0

100,000

200,000

300,000

400,000

500,000

600,000

700,000

800,000



Kids’ shoes

Women’s shoes

Men’s shoes

Interest distribution by type of shoe

Top-3 the most popular search queries are for sneakers, high boots and pumps, which make up almost 70%.

25

32%

19% 15%

13%

5% 4%

3%

2% 2% 1%

4%

Sneakers - 31,8% High boots - 19,6% Pumps - 14,6% Boots - 13% Sandals - 5,3% Flats - 4% Uggs - 2,9% Ballet flats - 1,8% Ballet flats - 1,8% Felt boots - 1,5% Other - 3,6%

(based on statistics for the last 12 months)


Interest seasonality in Footwear

04

Seasonal popularity of shoe types

Main growing segments by season

Seasonal popularity of shoes

27

Demi-season Summer

Demi-season Winter

0

500,000

1,000,000

1,500,000

2,000,000

2,500,000


Sneakers

Pumps

Flats

Ballet flats

0

500,000

1,000,000

1,500,000

2,000,000


High boots

Ankle boots

0

100,000

200,000

300,000

400,000

500,000

600,000


Sandals

Flip Flops

0

200,000

400,000

600,000

800,000

1,000,000


Boots

Uggs

Hessian boots Felt boots


Main growing segments (by seasons): Shoes

28

Growth of Interest in Spring Growth of Interest in Summer

Growth of Interest in Autumn Growth of Interest in Winter

© Yandex 2015

There is the decline of interest almost of all types of shoes in winter.

0

5,000

10,000

15,000

20,000

Uggs Felt boots Flip Flops

0

20,000

40,000

60,000

80,000

100,000

Sandals Flip Flops Clogs

0 500,000

1,000,000 1,500,000 2,000,000 2,500,000 3,000,000

0 500,000

1,000,000 1,500,000 2,000,000 2,500,000

Footwear brand analytics

Dynamics and distribution of brand queries:

•  in luxury-segment

•  in mass-segment

Geography of brand interest

TOP popular brands: dynamics and change of interest

05

Brands’ dynamics

Dynamics of brands’ query corresponds the generic queries in the category. However, the interest towards luxury brands is higher in pre-new year period.

30

0

10,000,000

20,000,000

30,000,000

40,000,000

50,000,000

60,000,000

0

1,000,000

2,000,000

3,000,000

4,000,000

5,000,000

6,000,000

7,000,000

8,000,000


TOP-40 mass brands TOP-40 luxury brands Generic category queries


Brand interest distribution

Wordstat.yandex.ru, May 2014 - Apr 2015, World © Yandex 2015 31

64%

36% TOP-40 mass brands TOP-40 luxury brands


25%

23%

6% 5% 4%

37% Adidas Nike Reebok Incity Ecco Other


Interest in mass brands is almost 2 times higher than the interest towards luxury brands, according to the Top-40 of both groups.

First and second places divided between sports brand Nike and Adidas, their total share make up almost 50% of Mass Brands interest.

Luxury vs. Mass brands Top-5 brands

Top-20 popular mass brands


32

0

2,000,000

4,000,000

6,000,000

8,000,000

10,000,000

12,000,000

14,000,000

16,000,000


Query dynamics of Top-10 mass brands

Undisputed leaders over the last 2 years are Nike and Adidas. 3rd place, depending on the month, divided between brands Incity, Reebok and Ecco.

33

0

200,000

400,000

600,000

800,000

1,000,000

1,200,000

1,400,000

1,600,000

1,800,000


Adidas

Nike

Reebok

Incity

Ecco

Puma

Mango

Oodji

Zara

Converse


Change of interest to mass brands

34

+7%

+2%

+4% -16% -14%

+1% +1% -17%

+28% +35%

0

2,000,000

4,000,000

6,000,000

8,000,000

10,000,000

12,000,000

14,000,000

16,000,000

Adidas Nike Reebok Incity Ecco Puma Mango Oodji Zara Converse

May 2013 - Apr 2014

May 2014 - Apr 2015


Regional user interest in Footwear

06

Regional popularity: Shoes

36

Top 20 cities with the biggest number of queries for shoes.

0%

50%

100%

150%

200%

250%

300%

0%

5%

10%

15%

20%

25%

30%


Num

ber o

f que

ries

(per

mon

th)

Regional affinity

High regional popularity is observed in the cities of the CIS, especially in Ukraine.

82% 90% 89% 88% 88% 84% 83% 83% 83% 81% 81% 80% 80% 78% 77% 75%

18% 10% 11% 12% 12% 16% 17% 17% 17% 19% 19% 20% 20% 22% 23% 25%

TOTAL Low Boots Low Shoes

Felt boots Clogs Ankle boots

Boots Uggs High boots

Pumps Flats Sneakers Hessian boots

Ballet flats Sandals Flip Flops

Russia CIS

Russia vs. CIS: Shoes

37

Russia CIS

31%

20% 14%

13%

5% 4%

3%

2% 2%

2% 4%

Sneakers High boots Pumps Boots Sandals Flats Uggs Ankle boots Ballet flats Felt boots Other

34%

18% 15%

12%

7% 4%

3%

2% 1%

1% 3%

Sneakers High boots Pumps Boots Sandals Flats Uggs Ballet flats Ankle boots Flip Flops Other


49% 63% 63% 63% 58% 57% 56% 54% 54% 52% 49% 49% 48% 47% 45% 45%

51% 37% 37% 37% 42% 43% 44% 46% 46% 48% 51% 51% 52% 53% 55% 55%

TOTAL Uggs Low Boots Clogs Flip Flops Hessian boots

Low Shoes

Flats Felt boots Ballet flats Sandals Boots Sneakers High boots Ankle boots

Pumps

Moscow & St.Petersburg Russian Federation: regions

Regions vs. Capitals: Shoes

38

Moscow, St. Petersburg (with regions) Russian Federation: regions

31%

19% 13%

13%

5% 4%

4% 2%

2%

2% 5%

Sneakers High boots Pumps Boots Sandals Flats Uggs Ballet flats Clogs Felt boots Other

32%

21% 16%

13%

5% 3% 2%

2% 2%

1% 3%

Sneakers High boots Pumps Boots Sandals Flats Uggs Ankle boots Ballet flats Felt boots Other


Competitive landscape Footwear segment

07

© Yandex 2015 40

Segment dynamics

Yandex data. April, 2015.

0.10

0.15

0.20

0.25

0.30

0.35

0.40

0.45

0

200,000

400,000

600,000

800,000

1,000,000

1,200,000

1,400,000

1,600,000

2011 Mar May Jul Sep Nov 2012 Mar May Jul Sep Nov 2013 Mar May Jul Sep Nov 2014 Mar May Jul Sep Nov 2015 Mar

Ad spend Number of advertisers CPC

© Yandex 2015 41

Ad spend dynamics, units


0

200

400

600

800

1,000

1,200

1,400

1,600


Thou

sand

s

© Yandex 2015 42

Click volume dynamics on Search sites


0

500

1,000

1,500

2,000

2,500

3,000

3,500


Thou

sand

s

© Yandex 2015 43

Click volume dynamics on Content sites


0

200

400

600

800

1,000

1,200

1,400


Thou

sand

s

© Yandex 2015 44

Average CPC, units


0.00

0.05

0.10

0.15

0.20

0.25

0.30

0.35

0.40

0.45

0.50


Click share – Search vs Content traffic compared to Category average

© Yandex 2015 45

30.2%

SHOES

Clicks from Content Sites Clicks from Search Sites

Data for the period: Q1'15.

© Yandex 2015 46

Traffic from Content sites – dynamics


0%

10%

20%

30%

40%

50%


© Yandex 2015 47

Click share by regions


Advertiser 1, 29% Advertiser 1, 31% Advertiser 1, 33%

Advertiser 2, 20% Advertiser 2, 21%


Advertiser 3, 8%

Advertiser 3, 6%

Other Advertisers, [VALUE] Other Advertisers, 19% Other Advertisers, 14%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Moscow Saint Petersburg Other areas


Advertiser 1, 24%

Advertiser 2, 22%

Advertiser 2, 14%

Advertiser 2, 20%

Advertiser 3, 6%

Advertiser 3, 7%

Advertiser 3, 6%

[SERIES NAME], [VALUE]

[SERIES NAME], [VALUE] [SERIES NAME], [VALUE]

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Search Content sites Direct - all sites

© Yandex 2015 48

Click share by sites

Moscow

Saint Petersburg

Other areas

Click distribution by regions

© Yandex 2015 49


SHOES

0%

20%

40%

60%

80%

100%

Nov Dec 2015 Feb Mar Apr

© Yandex 2015 50

CPC by ad blocks compared to category average, units


0.00

0.05

0.10

0.15

0.20

0.25

0.30

0.35

0.40

Nov Dec 2015 Feb Mar Apr

SHOES(Premium placement)

SHOES (Guaranteed placement)

Thank you!

Yandex International Business Development [email protected] +1 617.398.7870

Documents

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