May 22, 2009, 12:00 AM

Gap brands post grandest gains in traffic to apparel and beauty retailers

Two Gap Inc. brands, shoe store Piperlime.com and apparel retailer Gap.com, posted the largest gains in traffic to apparel and beauty retail sites in April, Nielsen Online reports. Gap had a 45% increase in unique visits and Piperlime posted a 71% rise.

Katie Evans

Managing Editor, International Research

Two Gap Inc. brands, shoe retailer Piperlime.com and clothing retailer Gap.com, posted the largest gains in traffic to apparel and beauty retailer web sites in April, Nielsen Online reports. Gap had a 45% increase in unique visits and Piperlime reported a 71% rise. A third Gap brand, low-cost apparel retailer Old Navy, reported a lower 9% increase, but attracted more shoppers than the other two brands.

The top 10 online apparel and beauty shopping destinations in April with unique visitors in millions this year compared with a year earlier and the percent change, according to Nielsen Online, were:

  • eBay Clothing Shoes & Accessories, 6.46,11.09, -42%
  • Zappos.com, 4.90, 4.03, 22%
  • Lands’ End, 4.10, 2.85, 44%
  • Old Navy, 4.06, 3.89, 4%
  • Avon, 3.96, 3.64, 9%
  • The Gap, 3.81, 2.38, 60%
  • Victoria’s Secret, 3.91, 4.72, -17%
  • The Gap, 3.64, 2.51, 45%
  • L.L. Bean, 3.07, 2.89, 6%
  • eBay Jewelry and Watches, 2.30, 4.42, -48%

Unique visitors count only once each shopper who came to a site, no matter how many times the shopper visited. This is a custom list compiled by Internet Retailer of the top e-commerce sites in this category based on Nielsen Online data. Rankings may contain multiple web sites from the same retailer or manufacturer.

By length of visit, the top 10 apparel and beauty sites in April (hours:minutes:seconds), according to Nielsen Online, were:

  • Mary Kay, 1:48:22
  • Avon, 0:41:11
  • Blair.com, 0:23:54
  • Chadwick’s, 0:18:20
  • Talbots.com, 0:16:41
  • OneStopPlus.com, 0:16:13
  • Woman Within, 0:15:58
  • Sierra Trading Post, 0:15:30
  • Lands’ End, 0:15:20
  • L.L. Bean, 0:14:13


The top eight consumer goods industry segments in terms of online ad impressions (in millions) in April, according to Nielsen data, were:

  • Food & Beverage, 3,593.69
  • Personal Care, 3,129.38
  • Home & Garden, 1,304.39
  • Print Publishing, 1,229.97
  • Apparel & Jewelry, 745.20
  • Automotive Supply, 442.68
  • Recreational Gear, 173.66
  • Toy & Hobby, 158.33

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