February 2, 2007, 12:00 AM

Known brands dominate top apparel and beauty sites

With the exception of eBay and Zappos.com, the Top 10 apparel and beauty sites are brands that have been around for a long time—and the list has hardly changed in the past year, says Nielsen/NetRatings.

Kurt Peters

Executive Editor

The list of Top 10 apparel and beauty web sites in December reads like the hall of fame of direct marketer clothing brands. With the exception of eBay and Zappos.com, the list is populated by brands that have been around for a long time-and has hardly changed from a year earlier.

The Top 10 apparel and beauty sites, with unique visitors in millions and percent change from a year ago, as reported by Nielsen/NetRatings, are:

  • eBay Clothing Shoes & Accessories, 11.17, -7%
  • LLBean.com, 5.91, 9%
  • VictoriasSecret.com, 5.88, 13%
  • eBay Jewelry and Watches, 5.46, -14%
  • Old Navy, 4.73, 7%
  • Zappos.com, 4.66, 42%
  • eBay Health & Beauty, 4.62, 7%
  • Lands’ End, 3.96, 4%
  • The Gap, 3.49, -5%
  • Avon, 3.08, -2%

In the category as a whole, unique visitors (which counts only once each shopper who came to a site, no matter how many time that shopper visited) totaled 62.1 million.

The Top 10 in January last year in order were eBay Clothing Shoes & Accessories, eBay Jewelry and Watches, eBay Health & Beauty, VictoriasSecret.com, Avon, Old Navy, LLBean.com, Zappos.com, The Gap, Lands’ End.

By time spent on the site, the leaders, in minutes and seconds, plus their unique visitors, in millions, in December were:

  • JewelryTelevision.com 49:07 1,006
  • Mary Kay 46:02 883
  • Avon 44:02 3,088
  • LLBean.com 18:26 5,909
  • VictoriasSecret.com 15:44 5,881
  • Roaman’s 15:35 708
  • Lands’ End 14:11 3,965
  • eBay Jewelry and Watches 14:10 5,467
  • Haband.com 14:00 399
  • Chadwick`s 12:47 1,567

The leading consumer categories in online ad impressions in December, according to Nielsen/NetRatings’ AdRelevance report, with number of impressions in millions and market share, were:

  • Apparel & Jewelry, 2,107.2 27.8%
  • Food & Beverage, 1,937.9 25.5%
  • Personal Care, 1,250.5 16.5%
  • Toy & Hobby, 887.8 11.7%
  • Home & Garden, 679.0 8.9%
  • Automotive Supply, 306.6 4.0%
  • Print Publishing, 303.3 4.0%
  • Recreational Gear, 59.4 0.8%
  • No Segment, 55.4 0.7%
  • Total, 7,587.4 100%

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