June 17, 2005, 12:00 AM

An increase in visits at 7 of the top 10 apparel and beauty sites in May

Seven of the top 10 apparel and beauty sites experienced an increase in visits in May, with four experiencing double-digit increases, according to Nielsen//NetRatings.

Kurt Peters

Executive Editor

Seven of the top 10 apparel and beauty sites experienced an increase in visits in May, with four experiencing double-digit increases, according to Nielsen/NetRatings. Zappos.com led the pack, with site visits increasing 35% to 2.3 million from 1.7 million in May 2004.

Old Navy experienced the second largest increase, with site visits rising 32% to 2.9 million from 2.2 million, followed by VictoriasSecret.com, up 19% to 3.2 million from 2.7 million; LLBean.com, up 12% to 1.9 million from 1.7 million; Avon, up 8% to 2.6 million from 2.4 million; Lands’ End, up 6% to 1.9 million from 1.8 million; and Gap, up 5% to 2.2 million from 2.1 million.

EBay Jewelry and Watches and eBay Clothing, Shoes and Accessories were the only two in the top 10 to experience a decline in visits. Visits to eBay Jewelry and Watches dropped 10% to 4.6 million from 5.1 million while eBay Clothing, Shoes and Accessories experienced a 4% decline in visits to 8.2 million from 8.5 million.

EBay Clothing, Shoes and Accessories recorded the most traffic, followed by eBay Jewelry and Watches, eBay Health and Beauty (3.5 million), VictoriasSecret.com; Old Navy, Avon, Zappos.com, Gap, LLBean.com and Lands’ End.

In the top10 apparel and beauty sites ranked by time per visit, Mary Kay led with 33 minutes, 18 seconds; followed by Avon, 30 minutes, 22 seconds; Spiegel, 20 minutes, 35 seconds; Chadwick’s, 19 minutes, 31 seconds; Lands’ End, 18 minutes, 13 seconds; eBay Clothing, Shoes and Accessories, 14 minutes, 16 seconds; VictoriasSecret.com, 13 minutes, 37 seconds; Blair.com, 13 minutes, 36 seconds; Old Navy, 11 minutes, 17 seconds; and Zappos.com, 10 minutes, 54 seconds.

Also in May, the food and beverage segment had the most online ad impressions in the consumer goods industry, according to Nielsen’s ADRelevance report. The leading segments in the report and their number of impressions are (in millions):

Food & Beverage, 1,217.9
Apparel & Jewelry, 843.8
Print Publishing, 761.5
Personal Care, 655.4
Home & Garden, 416.4
Automotive Supply, 358.8
Toy & Hobby, 205.4
Recreational Gear, 78.2

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