Hitwise Intelligence - Heather Hopkins - North America
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Uggs Most Searched for Fashion Item in the US
December 11, 2007
With the weather brining a chill and holiday gift buying well under way, US Internet searches for "uggs" rose 64% last week The term "uggs" showed up in my fast moving search terms report and ranked as the 5th fastest moving search term based on volume in the Shopping & Classifieds category and Bill mentioned Uggs on his holiday shopping list. The term "uggs" ranked as the 158th most searched for query last week. It was the most searched for fashion item last week (second was "ugg boots" followed by "lingerie", "prom dresses" and "shoes").
Here's a chart showing the share of US Internet searches for "uggs" over the past two years:
Bill blogged on the Ugg boots phenomenon last year and found a healthy rise year on year in searches for Uggs from 2004. If the boots were so 2004 in 2005, what does that make them this year, retro? Analysis of search term data reveals that we are after cheap, kids, black, crochet and the slipper variety of Uggs..
The Ugg Australia website is facing stiff competition in the search engine results. In the past four weeks, 29.99% of US Internet searches for "ugg boots" sent visitors to the Ugg Australia website, 11% to Nordstrom and 10.19% to Zappos. Last year, 36.47% of those visits went to Ugg Australia. Also interesting, most of the traffic to Ugg Australia from the term "ugg boots" is coming from paid listings while Nordstrom and Zappos are getting their clicks from organic listings.
That other chunky shoe, Crocs, remains popular, ranking 7th among the most searched for fashion items last week. I wasn't sure why sandals would be so popular in December, but looking at a Search Term Suggestion report I found that "crocs mammoth" - the fur lined version of the plastic shoe - is proving popular this winter. Other variations of searches for crocs include "camo crocs" and "winter crocs".
Having rather large feet, I can't bring myself to wear either Uggs or Crocs (particularly a style dubbed "mammoth") but I may be alone and in the cold on this one....
Posted by Heather Hopkins at 08:00 AM
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Comments
Curious... what kind of percentage increase do you get if you compare "Crocs" now vs. same time last year? Do you have any more information you are willing/ able to share about Crocs related search traffic in the U.S. or elsewhere. Thank you in advance.
Posted by andrew | December 13, 2007 02:00 AM
thank you for everythings.The term "uggs" ranked as the 158th most searched for query last week. It was the most searched for fashion item last week
Posted by ice yarn | March 5, 2009 07:01 PM
The Crocs Mammoths are incredibly warm and can be worn for useful stuff like getting the paper and shoveling the walk way - I got my kids some for Hanukkah and they slip into them immediately after getting home from school and keep them on until the go to bed. And they are Jibbitz charm ready - all the charms can be worn with the Mammoths, just like the other Crocs clogs. I have notoriously cold feet in the winter (my heating bill will attest to this) and the mammoths are the warmest!
Posted by Lisa Trank | December 12, 2007 12:18 PM