Digital Impressions - Apparel
Children's apparel accounts for 12% of the overall apparel market. Top brands within this market include Tea Collection, Egg by Susan Lazar, Joah Love, among others. However, we were unable to determine the average number of digital media impressions and placements annually for children's apparel within the US. Our key findings and an explanation of our research strategy are detailed below.
- Children’s apparel accounts for 12% of the overall apparel market.
- In 2016, the average Click Through Rate (CTR) for the apparel industry was 0.78% with a conversion rate of 3.67%.
- In 2016, the average Click Through Rate (CTR) for baby and children's clothing within this industry was 0.89% with a conversion rate of 1.42%.
- The top 23 baby clothing brands include Tea Collection, Egg by Susan Lazar, Joah Love, Gymboree, Joules, Young & Free Apparel, Fore Axel & Hudson, Pink Chicken, Bonnie Jean, Baby Noomie, Appaman, Lilly & Sid, Miki Miette, Everbloom Studio, Shade Critters. Smiling Button, Wheat Kids Clothing, Oeuf, Mustard Pie, Mayoral, Miminoo, Livly, Nununu.
- Tea Collection has a 0.65% of website traffic from their Display Ads and 10.27% of traffic is from Social.
- Brands such as Egg by Susan Lazar and Joah Love do not provide information on the traffic on their website through social media, display ads.
We started our search by looking through news articles, press releases, and industry blogs and reports like Smart Insights, AdsoftheWorld, DigitalGabe, Adage, AdBrands, Neilpatel, and AdExchanger to check for the industry average impressions/brand placements in the children's apparel vertical. We used keywords such as "digital," "online," "ad view," "product placement," and "brand placement" to identify the information. Although AdsoftheWorld highlighted the ad views, it focused on the fashion industry in general and not the children's apparel vertical. We also looked through statistical websites such as Similar Web and Optimizely. However, information on these sites focus on website traffic and not on the average number of digital media impressions or the average number of digital placements within advertising for children's clothing brands.
We had hoped to count the total number of digital ads published by each brand and calculate the average annual ad placements. However, no relevant digital ads could be found for the brands specific to the children's apparel vertical. We were able to identify the Click Through Rate (CTR) and conversion rate in 2016 through Google Shopping Performance by Category. However, nothing specific to the number of impressions, or brand placements was available. Additionally, Optimizely highlighted the viewable impressions, but this information was behind a paywall. Therefore, we were unable to confirm whether the source provides the required information.
Our next strategy was to search top brands' official websites for press releases, financial statements, or other reports that contain information about the average number of digital media impressions and placements annually. However, after looking through the websites and press releases for brands such as Tea Collection, Egg by Susan Lazar, and Joah Love, no information could be found on the number of digital ads placed by each of the brands and their impressions. However, we were able to identify the website traffic through digital mediums from SimilarWeb.
Next, we tried looking for data through alternative data points in order to triangulate the information. For this, we tried identifying the required information for the apparel industry in general and then find the percentage of children’s apparel within this market. While we were able to identify the market share of children’s apparel in the total apparel industry, no relevant digital ads could be found for the brands specific to the children's apparel vertical.
Next, we attempted to triangulate the information by calculating the average number of digital media impressions and annual brand placements by finding the Click Through Rate (CTR) for the children’s apparel brands in the US. We hoped to identify the data points separately and derive the information through one of the following formulas:
- Click Through Rate= (number of clicks/number of impressions) x 100, which implies that the number of impressions is equal to the number of clicks x 100.
- Conversion Rate = (number of conversions/number of impressions) x 100.
While we were able to identify the Click Through Rate (CTR) and Conversion Rate through 2016 Google Shopping Performance by Category, we could not locate any information on the number of clicks, the number of conversions, or brand placements for top brands within the children's apparel vertical. We assume that this is because the numbers differ widely for each company, so general information is not available. Meanwhile, the companies that house these brands are all privately held and do not publish information on their digital marketing strategies for competitive reasons.
As a final strategy, we tried finding the information through digital advertising companies that work with the children's apparel vertical. With this strategy, we hoped to find any information on digital media impressions and the average number of digital ad placements. However, after searching through numerous digital marketing companies including but not limited to Tendrik and Brandignity, we could not find any specific examples or case studies that could be used to calculate the average number of digital media impressions and the average number of digital ad placements annually for brands in the children's apparel vertical.
Please note that throughout each of these strategies, we broadened our scope to include information from sources older than the standard 24 months in hopes of locating any information on digital media impressions and placements. However, this adjustment to each strategy did not yield any additional information.