April 13, 2007, 12:00 AM

VictoriasSecret.com climbs up the apparel & beauty rankings

VictoriasSecret.com has made a big move up in the Top 10 rankings of apparel and beauty sites, reports Nielsen/NetRatings. In March, VictoriasSecret.com ranked No. 3 in apparel and beauty sites, up from No. 5 a year ago, with traffic up 46%.

In the past year, VictoriasSecret.com has made a big move up in the Top 10 rankings of apparel and beauty sites, reports Nielsen/NetRatings. In March, VictoriasSecret.com ranked No. 3 in apparel and beauty sites, with 5.35 million unique visitors, up 46% from 3.66 million a year earlier, which was enough to place VictoriasSecret.com No. 5. VictoriasSecret.com displaced eBay Health & Beauty and Avon in its climb up the charts.

The Top 10 beauty and apparel sites in March with unique visitors this year and March 2006 (in millions) and year-over-year growth were:

  • eBay Clothing Shoes & Accessories, 11.72, 12.16, -4%
  • eBay Jewelry and Watches, 5.84, 5.15, 13%
  • victoriassecret.com, 5.35, 3.66, 46%
  • eBay Health & Beauty, 4.31, 4.61, -7%
  • Zappos.com, 3.98, 3.21, 24%
  • AVON, 3.85, 4.04, -5%
  • Old Navy, 3.33, 3.14, 6%
  • Lands’ End, 2.88, 2.33, 24%
  • L.L. Bean, 2.79, 2.84, -2%
  • The Gap, 2.70, 2.14, 26%
(Calculations of unique visitors count only once each shopper who came to a site, no matter how many times that shopper visited.)

Among the top sites by time spent per shopper, only two were in the top 10 for traffic. The average site in the Apparel & Beauty category hosted visitors for 30 minutes, 34 seconds in March. The Top 10 in terms of length of visit, with unique visitors in millions, were:

  • Mary Kay, 1:01:36, 1.117
  • Jewelrytelevision.com, 54:20, .756
  • AVON, 39:10, 3.851
  • Blair.com, 25:18, 1.147
  • Arbonne International, 21:05, .868
  • Chadwick`s, 20:51, 1.862
  • Haband.com, 19:52, .424
  • Abercrombie & Fitch, 17:49, 1.034
  • eBay Clothing Shoes & Accessories, 17:24, 11.724
  • JMS - Just My Size, 14:10, .446

The Top 10 categories of consumer goods advertisers in terms of online ad impressions (in millions), in March, according to Nielsen/NetRatings’ AdRelevance Report, were:

  • Food & Beverage, 2,993.145
  • Personal Care, 1,753.050
  • Home & Garden, 588.792
  • Apparel & Jewelry, 523.780
  • Print Publishing, 315.697
  • Automotive Supply, 194.846
  • Recreational Gear, 109.597
  • Toy & Hobby, 72.001

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