London Fashion Week: Boosting Search Through PPC

Lorna Gill Posted by Lorna Gill

London Fashion Week is all about the trends for Autumn and Winter 2015, but how does it affect keyword trends right now?

London Fashion Week, held February 20-24, 2015, featured shows and events all over the capital city. Fashion Week traditionally showcases the designs we can expect to be wearing in the second half of the year, but in this age of fast fashion, two things are apparent: consumers want to wear the new trends as soon as possible, and they are heading online to find them.

This makes events like fashion week a potential gold mine for search marketers. And bespoke PPC campaigns can be put together at the drop of a (couture) hat, which makes paid search the ideal promotional tool for taking advantage of current trends.

How to Use Keywords to Seize the Moment

The Internet, the 24-hour news cycle, and social media are all constantly dishing out the latest and greatest in the world of fashion, so if you want to be on top of “what’s hot,” it’s best to keep an eye on the search rankings.

London Fashion Week is always a huge event for the industry, and is the only thing anyone in the world of fashion talks about this time of year. After analysing the trends from the catwalk, we discovered there were some very distinct styles on display, including layered sheer fabrics by Felder Felder, Christopher Kane, McQ Alexander McQueen, and Phoebe English, and sequins from Julien Macdonald, Ashisha, Mary Katrantzou, and Tom Ford. Although these trends were featured on stage rather than in-store, Google Trends shows us that the number of searches for these two items increased as soon as the designers announced their new collections.

The week after London Fashion Week, the searches for sequin and sheer dresses saw another climb, although this could have been down to events coinciding with London Fashion Week, such as the Oscars, which we will assess in a later article.

Fashion Week Trends

Ad Copy Changes to Reflect Current Events

Earlier this month, #thedress debate divided the Internet into two camps: those who pictured the dress as black and blue, and those who thought it was white and gold. Not surprisingly, savvy Internet marketer ASOS leapt on this and immediately put out ad copy referencing the story. Searches for the hashtag would bring up an ASOS ad tailored directly to the audience.

ASOS #thedress

If we go back to Fashion Week and examine the featured sequin dress example, we can see how three of the main contenders slipped this search term into their ad copy.

ASOS Sequins

ASOS lead with the keywords and emphasises “on trend” to make it clear it’s no accident that they’re pushing products featured at Fashion Week. In addition, the company also focused on its free delivery service in the hopes that people would snap up the product to save money.

VERY Sequins

Similarly, Very.co.uk adopted a follower position here by promoting the same product, but instead of flashing its fashion credentials, it focused on the price and the fact that purchasers could spread the cost of a sequin dress. This strategy paid off: this advert was the top-ranking ad for all of Fashion Week.

Keeping Track of Conversations

No matter what industry you’re working with, there will always be a big conversation going on, whether it’s in the media, online, or both. Keeping track of these big seasonal trends allows advertisers to use the subject to their advantage, which makes the process of predicting trends in consumer searches that much easier.

When planning a campaign, consider this: make it current, make it relevant, and make it timely. PPC has the power to do all this, provided it’s used to its full potential. If in doubt, Adthena’s Competitive Intelligence for Search can give you the insights you need to boost your PPC campaigns.

Disclaimer: No Adthena client data was used in this post

About the author

Lorna Gill
Lorna Gill
Lorna is responsible for acquisition marketing at Adthena, communicating their award-winning product and generating demand. She has developed her career in fast-paced, start-up environments, including two tech track 100 companies and is passionate about translating technical information into stories that excite and delight.