For this week’s Sunday Series, we have a category that hasn’t made the fast movers list for some time now, the “Fashion and Style” category. As a whole the category saw a 15.6% month-over-month (MoM) increase in unique visitors (UVs). This brought the total category UVs up to 15.9 million for the month of October – the highest that it has been in over a year.
The fastest moving site among this category was refinery29.com, a fashion blog that has seen tremendous growth over the past three months with exponential increases. Nearly hockey sticking, the site saw a 72% MoM lift from August to September and then an even higher MoM increase of 86% from September to October. Although it’s unclear why exactly they have seen such a lift in traffic, one explanation might be a feature in world news sites (marked by a 66% increase in traffic from the category) and higher Pinterest growth (156% MoM increase).
Other sites that are performing well are styleblazer.com, a fashion, style, and celebrity blog that also saw a 86% increase, jewelmint.com which saw a 46% MoM increase, and haricolorforwomen.com which saw a 44% increase—one that helped break the site into the top ten. Although it is tough to say what exactly helped the category to become a fast mover, one explanation is that the holiday season is approaching and consumers are getting a head start on their holiday wish list. We’ll see how the category does next month when holiday shopping really starts to begin.
As a senior at Northeastern University, Zach Eberhart is thrilled to join the Compete team as the new Social Media / Marketing Co-op. Majoring in marketing and management information systems, Zach loves everything marketing and technology and has experience in both the agency and startup world. If you like what you read, you can connect with him on Google+ or LinkedIn.