The European eCommerce market has skyrocketed in the past decade. The industry grew from €307 billion in 2013 to €602 billion in 2018! More than ever before, shoppers are turning to the internet for their perfect prom dress or gym outfit. Did you know that the category of good most frequently bought online is Clothing?

With such a high demand, the online fashion retail market faces the challenge of producing quality content and differentiating themselves from the competition. We researched hundreds of online retailers and decided to rank the top performing European Online Fashion Retailers of 2019 with a revenue of more than $500 million. 

Methodology

In order to rank the retailers we used the following two categories: quality of content and retailer size. The overall score is based out of 10 points.

  • Quality of content was worth 6 points and we looked at UGC, interactive Product Landing Pages, and Outfit Inspirations. 
  • Retailer size was worth 4 points. We gave a score of 4 for + $1.5 billion in sales 3 points for + $1 billion, and 2 points for + $500 million. 

Revenue data was pulled from annual reports published by the retailers and other private source, while traffic data was pulled from SimilarWeb and other websites that track monthly visitors. 

1. ASOS- 10/10

Founded in the UK, ASOS is an online fashion and cosmetics retailer. Their success can be attributed to their ongoing investment in marketing and user-friendly website.  

Quality of Content 6/6: Videos of models showing off the product and different angles allow customers to get a feel for what the product will look like on them. The user experience is seamless with relevant categories and clear layout. 

UGC: 2/2

Product Landing Page: 2/2

Outfit Inspiration: 2/2 

Retailer Size 4/4: Their revenue for 2018 was $2.4 billion and their website has 55 million monthly visits. 

2. Zalando- 10/10 

This German retailer was founded in 2008 and is at the forefront of the online fashion retail industry. Zalando succeeds at being adaptable by updating their website with new marketing, content and personalization tools that creates a unique shopping experience.  One of the best features is the Get the Look tab, which matches clothing items from user-generated images with similar products they sell. 

Quality of Content 6/6: Zalando is at the forefront of UGC. The product landing page is comprehensive with recommendations to complete the look. 

UGC: 2/2

Product Landing Page: 2/2

Outfit Inspiration: 2/2 

Retailer Size 4/4: Zalando’s revenue in 2018 was $6.15 billion and their traffic is 18.47 million.

 

3. Bon Prix- 9.5/10   

Bonprix is a German fashion retailer founded in 1986. The website has reached more than 30 million customers in 30 countries worldwide. Their focus on marketing has enabled them to become a powerhouse in the online retail market. 

Quality of Content 5/6: With substantial UGC and their “Stories” tab, there content is up-to-date and innovative. 

UGC: 1.5/2

Product Landing Page: 2/2

Outfit Inspiration: 2/2 

Retailer Size 4/4: The retailer made 1.5 billion Euros in 2017, and has a traffic of 4 million visits per month.

4. Tom Tailor- 8/10

This German clothing retailer is headquartered in Hamburg. Tom Tailor’s markets include Germany, Switzerland, France among others. They sell clothes for women, men and kids. 

Quality of Content 5/6: The “Get the Look” feature allows customers to purchase individual articles that make an outfit and the product landing page gives an accurate fit of the product. However, the website could benefit from more outfit inspiration like articles and blogs from influencers. 

UGC: 2/2

Product Landing Page: 2/2

Outfit Inspiration: 1/2 

Retailer Size 3/4: Tom Tailor Group’s revenue was of $1 billion in 2018, and their traffic is 1.14 million visits per month. 

5. River Island- 8/10

River Island is an online retailer based in the United Kingdom. With more than 350 stores, and six different online sites operating in four currencies, the retailer focuses on high street fashion. 

Quality of Content 5/6: Their “Inspiration” tab allows customers to shop according to trends or specific events like Pride. The website utilizes UGC from social media via the hashtag #imwearingRI. 

UGC: 2/2

Product Landing Page: 1/2

Outfit Inspiration: 2/2 

Retailer Size 3/4:  Their revenue in 2017 was of $1.3 billion and their traffic is of 4.9 million. 

6. Farfetch- 7.5/10

Farfetch is an online luxury retail platform founded in London. Farfetch is known for providing amazing discounts and affordable shipping. If you are looking for designer luxury fashion, visiting their website is a must. 

Quality of Content 5/6: Pictures are high quality, however, not all products are shown by models. 

UGC: 1.5/2

Product Landing Page: 2/2

Outfit Inspiration: 2/2 

Retailer Size 2/4: Their 2018 revenue was $800 million and their traffic is of 15.94 million.

7. Next- 7/10   

Next is a British clothing retailer with more than 700 physical stores across Europe, Asia and the Middle East. It is known for its ready-to-wear suit collection. Next’s website is comprehensive with detailed product descriptions and sizing guides, however, there could be more interactive features. 

Quality of Content 3/6: With multiple product views and the ability to zoom, shopping in their website is a seamless experience. One thing to note is that Next could benefit from UGC and more ways to interact with the products.

UGC: 0.5/2

Product Landing Page: 1.5/2

Outfit Inspiration: 1/2 

Retailer Size 4/4: Next made $2 billion in 2018. Their traffic is of 5.77 million visits per month. 

8. Boohoo- 6/10

Boohoo is a UK-based retailer founded in 2006. It specialises in selling its own brand of clothing, and has more than 36,000 products available in their website. Their website design is trendy and very eye-catching. 

Quality of Content 4/6: Boohoo does use UGC, however, they have limited control over the quality of pictures and products can run out of stock. These problems are outlined in our past blog post

UGC: 0.5/2

Product Landing Page: 1.5/2

Outfit Inspiration: 2/2 

Retailer Size 2/4:  Their revenue last year was $506 million, and their traffic is of 13.5 million monthly visits. 

9. El Corte Inglés- 6/10

El Corte Ingles is the only Spanish retailer that made our list. It is also the biggest department store group in Europe. They are known for its worldwide shipping and variety of products. 

Quality of Content 3/6: The website could benefit from UGC and more ways to interact with the product on the Product Landing Page. 

UGC: 1/2

Product Landing Page: 1/2

Outfit Inspiration: 1/2 

Retailer Size 4/4:  Their revenue in 2017 was of $18.1 billion and their traffic is 23.7 million. 

10. New Look- 6/10

New Look is a UK-based retailer that focuses on fast-fashion. They are successful at providing amazing discounts and reaching young customers. 

Quality of Content 3/6: We were hoping for UGC and more options for outfit inspirations. 

UGC: 0/2

Product Landing Page: 2/2

Outfit Inspiration: 1/2 

Retailer Size 3/4:  Their revenue in 2018 was of $1.35 billion and their traffic is 7.25 million. 

 

Conclusion

The bottomline is that the eCommerce industry is growing exponentially and online retailers are investing more of their resources on UGC in order to increase their conversion rates. We hope that you learned something new from the ranking; we sure enjoyed doing our research!

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