Whether it’s competition from megasites like Amazon or the encroachment of trendy new brands, online apparel retailers face a host of obstacles in today’s ecommerce marketplace.
“The apparel category has a uniquely high level of competition even for the largest brands,” said Gitit Greenberg, director of digital insights at SimilarWeb, a digital market intelligence company that studied trends among the top online apparel brands in the U.S. between May 1, 2016 and April 30, 2017. “That places a huge emphasis on creative and innovative marketing and digital operations—brand recognition is critical, but it certainly isn’t enough,“ she added.
So who’s breaking through? Greenberg pointed to Adidas, citing the “impressive influencer strategy” it used to unveil its Yeezy partnership with Kanye West, which helped make the brand the fastest growing of the top apparel retailers.