Racing Green has returned to the top spot in the table of the UK’s best-performing fashion websites in Q2, according to the latest quarterly testing of the online operations of the country’s leading clothing retailers undertaken by specialist Sitemorse exclusively for Drapers.
Its score, 6.74 out of 10, helped to push it up one place to sit above Agent Provocateur, with 6.12, and Aquascutum, with 5.46. Racing Green took the top spot from Rohan Designs, which slipped 21 places with a score of 4.12, compared with its much better 7.18 in Q1.
It has been a strong quarter for the top 20 brands in the table (from the 110 companies tested); as many as 15 from this elite grouping moved up in Q2, with Mamas & Papas, Fat Face, Fendi and Gieves & Hawkes all having a particularly good quarter.
Mamas & Papas is this quarter’s biggest climber, having moved up from 94th spot to eighth, and Fat Face was in hot pursuit, zipping up from 56th spot to 10th position. Another notable performer is M&Co, which moved into a creditable fifth position with a climb from the 14th spot at a time when it is seeking to place greater emphasis on its ecommerce business.
Both transactional and non-transactional sites were tested, and the testing involved using automated software that reads the first 125 pages of each retailer’s sites to generate a ranked table based on checks of the quality, user experience, accessibility, performance and SEO capability of each of the websites.
Those that fell a long way in this quarter include Hein Gericke (UK), down from the 16th spot to the 93rd; Figleaves, from 15th to 80th; Thomas Pink, from 21st to 69th; and French Connection, from 12th to 46th.
Another to fall was Austin Reed, which slipped from 98th position to the bottom (110th) spot. This is a sad reflection of a once prominent brand, and highlights the fact that it has found it tough to adapt to the new world of retailing, which has resulted in it going into administration this week.
|Clothing||Score (out of 10)|
|M & Co||5.30|
|Mamas & Papas||5.02|
|Hawes and Curtis||4.48|
|Gieves & Hawkes||4.38|
|Levi Strauss (UK)||3.86|
|Choice Discount Stores||3.84|
|Long Tall Sally||3.78|
|Burberry Group plc||3.68|
|River Island Clothing Co||3.54|
|JoJo Maman Bébé||3.52|
|Turnbull & Asser||3.42|
|JP Boden & Co||3.38|
|Sports Direct International||2.86|
|Edinburgh Woollen Mill (The)||2.78|
|M and M Direct||2.76|
|Hein Gericke (UK)||2.06|
|Viva La Diva||2.02|
|Lands End Direct||1.72|
|JD Sports (The John David Group)||1.62|
|Austin Reed Group||1.36|
In the Shoes and Accessories category, it has been a fabulous quarter for Mulberry, which moved up from the bottom spot in Q1 (among the 21 retailers tested) to an impressive third place. It scored 5.08 out of 10, compared with only 1.36 previously.
Its performance was not quite as good as that of Barker Shoes, which moved up from seventh spot to top position, with a score of 5.66 - just ahead of Anya Hindmarsh in second place.
The other notable climber in Q2 was Cloggs, which moved up from 20th spot to 12th position. In contrast, the quarter had a number of fallers, the biggest casualties being C&J Clark, down from fifth spot to 16th; Hush Puppies, slipped from 13th to 19th; and Paul Smith moved from 17th spot to end up in lowly bottom 21st position.
|Shoes/Accessories||Score (out of 10)|
|Barker Shoes Ltd||5.66|
|Wynsors World Of Shoes||5.06|
|Bally Group (UK)||4.40|
|Foot Locker UK||3.62|
|Hush Puppies UK||2.00|
Sitemorse has been advising its clients on how to improve their web presence for more than a dozen years now, and its technical team have fine-tuned the Sitemorse software engine so that it is capable of doing far more than just help to find problems.
Hundreds of clients in major corporations, local and national government, utilities, financial firms and the health sector rely on Sitemorse to help them to improve the performance, compliance and quality of their online assets, web, mobile and social.
The company offers true digital insight into many large and small organisations in the public and private sectors, as well as publishing regular Index benchmarks spotlighting the true online leaders in a number of sectors, from London-listed blue-chips to universities, central government and consumer finance providers.