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Vivi Direct tops best-performing UK clothing websites in Q4

Vivi Direct has dislodged Racing Green from its position as the UK’s best-performing fashion website in quarter four, according to the latest site testing undertaken by online specialist Sitemorse, exclusively for Drapers.

Its score of 7.4 out of 10 puts it ahead of the 7.26 achieved by Racing Green, which slips one place into second spot. Vivi Direct previously held the top position in quarter one when it scored 6.94. These two retailers are the only operators to score more than 7 out of 10 among the 106 fashion businesses tested this quarter.

The sites tested comprise both transactional and non-transactional, and the evaluation involves using automated software that, page by page, reads the first 125 pages of each retailer’s site to generate a ranked table based on checks on quality, user experience, accessibility, performance and SEO capability.

The big mover in quarter four is Agent Provocateur, which has climbed from 56th spot to 7th, having increased its score from 2.76 to 5.38. It is one of a small number of new entrants in the top 20 of the table this quarter, which also includes Barbour and Long Tall Sally, which just squeezed into this grouping in 20th and 17th positions respectively.

Other notable climbers this quarter are Ann Summers, which has moved from 84 to 29; Bonmarché, which has risen from 92 to 36; and Premier Man, which has jumped from 77 to 31.

It is not all upward traffic, though, as there have also been some fallers in quarter four, with the biggest casualty being Diesel (London), which has dropped from fourth to 24th spot as its score has declined from 6.36 to 3.68. This still places it well up the table and away from the bottom 10. Bottom-placed replaces Gap, which has moved up four places to 102nd spot this quarter.

Vivi 7.40
Racing Green 7.26
Rohan Designs 6.64
Slater Menswear 5.82
Samuel Windsor 5.56
M & Co 5.46
Agent Provocateur 5.38
Kenzo 5.20
Vertbaudet 5.02
Turnbull & Asser 4.82
Hawes & Curtis 4.66
French Connection 4.48
Matalan 4.40
Fat Face 4.22
Whistles 4.10 4.08
Long Tall Sally 4.02
Thomas Pink 4.02
Hackett 3.76
Barbour 3.76
Daxon 3.76
Anoushka London 3.68
H&M 3.68
Diesel (London) 3.68
Joseph 3.66
Jack Wills 3.56
Levi Strauss (UK) 3.50
All Saints 3.50
Ann Summers 3.48
Reiss 3.48
Premier Man 3.42
Burberry Group 3.40
Peacocks 3.40
JP Boden & Co. 3.38
Ambrose Wilson 3.32
Bonmarché 3.22
Officers Club 3.22
Mango UK 3.16 3.14
River Island 3.14
Moss Bros 3.04
JoJo Maman Bébé 3.04
Charles Clinkard 2.96
Blue Inc 2.96
Armani 2.94
Primark 2.94
Brand Alley 2.94
Gray & Osbourn 2.90
Zara UK 2.82
Uniqlo (UK) 2.80
Fendi 2.76
Coast 2.76
Edinburgh Woollen Mill (The) 2.76
Sports Direct International 2.76
Crew Clothing 2.76
M and M Direct 2.76
TM Lewin 2.76
Republic 2.76
White Stuff 2.70
Viva La Diva 2.70
Gieves & Hawkes 2.68
Hobbs 2.68
Pumpkin Patch 2.64
Jacques Vert 2.60
Suit Direct 2.58
LK Bennett 2.58
Timberland (UK) 2.58
Louis Vuitton 2.58 2.58
Seraphine 2.58
Elvi 2.52
USC Group 2.50
Jane Norman 2.40
Net-a-Porter 2.40
East 2.40
Monsoon 2.40
Mothercare 2.40
Lands End Direct 2.40
Chums 2.33
Fifty Plus 2.24
Viyella 2.14
Oasis Stores 2.14
Mamas & Papas 2.14
Austin Reed Group 2.14
Warehouse 2.14
Jaeger 2.14
New Look 2.14
Simply Be 2.08
La Redoute 2.08
Fashion World 2.08
Figleaves 1.90
Adams Childrenswear 1.88
Karen Millen 1.88
Very 1.88
Cotton Traders 1.88
Marisota 1.82
Topshop 1.62
JD Sports (The John David Group) 1.62
Topman 1.62
Miss Selfridge 1.62
Dorothy Perkins 1.62
Gap 1.62
Prada 1.62
Evans 1.36
Wallis 1.36 1.10

In the shoes and accessories category, there has been a serious decline in the scores achieved throughout the table. Wynsors World of Shoes retains its position at the head of the table but with a reduced score of 5.9 compared with the 6.8 it achieved in quarter 3. Likewise, second-placed Bally Group scores 5.2, whereas last time Schuh held this spot with a much higher 6.46. And in third place Anya Hindmarch scores 5.18 compared with the 6.2 that Jones Bootmaker achieved in this same spot in quarter 3.

At the bottom end of the table, Shoe Tailor is again anchored to the last spot, with Claire’s retaining its position one place above it. They both failed to reach a score of 2 out of 10 this quarter.

Shoes and Accessories 
Wynsors World Of Shoes 5.90
Bally Group (UK) 5.20
Anya Hindmarch 5.18
Schuh 4.94
Jones Bootmaker 4.94
Barratts 4.78 4.24
Morlands 4.22
C&J Clark 4.10
Barker Shoes Ltd 4.10
Hush Puppies UK 3.58
Hermes (GB) 3.24
Jane Shilton 3.14
Foot Locker UK 3.06
Paul Smith 2.76
Kurt Geiger 2.68
Dune 2.58
Cloggs 2.40
Brantano (UK) 2.14
Mulberry 1.89
Claire’s 1.88
Shoe Tailor 1.82

About Sitemorse:

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 helping to find problems.

Hundreds of clients across major corporations, local and national government, utilities, financials and the health sector rely on Sitemorse to help them improve the performance, compliance and quality of their online assets, web, mobile and social.

The company offers true digital insight to many large and small organisations in public and private sectors, as well as publishing regular unique INDEX benchmarks spotlighting the true online leaders in a number of sectors, from London-listed blue chips to universities, central government to consumer finance providers.

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