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AUS Retail Apparel & Accessories - PPC Market Share Analysis May 2025

Leveraging Adthena’s Whole Market View, this analysis explores recent trends in Google Ads for the AUS Apparel & Accessories category from the last month. Our Data Analyst, Ask Arlo provides commentary on key findings.

Market Exposure

Share of Clicks for top 10 AUS Retail Apparel & Accessories brands

Here are the Top 10 competitors in the industry by Share of Clicks for the last month.

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Share of Clicks - Last month
Domain Share of clicks
lululemon.com.au 6.91
shein.com 6.61
temu.com 5.74
citychic.com.au 3.1
theiconic.com.au 2.6
forevernew.com.au 2.3
billyj.com.au 2.28
swarovski.com 2.17
myer.com.au 1.63
witchery.com.au 1.62
others 65.04

Copyright © Adthena. All rights reserved.

In the PPC landscape, Lululemon leads with 6.91% click share, followed by Shein at 6.61%. Temu captures 5.74%, while ‘others’ dominate with 65.04%.

Market Exposure

Share of Spend for the top 10 AUS Retail Apparel & Accessories brands

Curious about your market position? Here you can see the Top 10 competitors in the industry by Share of Spend for the last month. 

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Share of Spend - Last Month
Date lululemon.com.au shein.com temu.com jd-sports.com.au myer.com.au bonds.com.au citychic.com.au amazon.com.au newbalance.com.au theiconic.com.au
2025/05/01 8.3% 10.75% 4.97% 2.25% 0.75% 1.33% 0.91% 1.84% 1.66% 1.32%
2025/05/02 8.9% 8.94% 4.62% 2.07% 1.53% 1.1% 0.99% 1.61% 1.52% 1.37%
2025/05/03 9.08% 9.61% 5.13% 2.59% 1.41% 0.79% 1.13% 1.67% 1.11% 1.06%
2025/05/04 9.02% 12.01% 5.32% 2.4% 1.69% 1.19% 1% 1.95% 1% 0.94%
2025/05/05 9.97% 11.94% 6.03% 1.25% 0.7% 1.62% 0.94% 2.07% 1.13% 1.84%
2025/05/06 10.81% 10.19% 5.32% 1.5% 1.69% 0.99% 1.12% 1.89% 1.23% 2.41%
2025/05/07 10.11% 10.98% 5.45% 1.42% 1.34% 0.79% 1.34% 1.9% 1.11% 1.99%
2025/05/08 9.93% 8.94% 4.77% 1.28% 1.41% 0.77% 1.34% 2.1% 1.04% 2.06%
2025/05/09 8.75% 10.12% 5.01% 0.93% 1.51% 0.88% 1.06% 1.78% 1.19% 2.08%
2025/05/10 10.19% 11.04% 4.97% 0.88% 1.36% 0.98% 1.22% 1.58% 1.19% 2.25%
2025/05/11 10.2% 11.08% 5.5% 1.06% 1.93% 0.76% 0.94% 1.78% 1.14% 1.68%
2025/05/12 10% 9.75% 5.87% 1.22% 1.08% 0.83% 0.98% 1.91% 1.27% 1.87%
2025/05/13 9.44% 9.35% 5.4% 1.58% 1.46% 1.27% 1.05% 1.5% 1.24% 1.98%
2025/05/14 9.81% 8.97% 5.61% 1.46% 1.05% 1.83% 1.3% 1.24% 1% 1.87%
2025/05/15 10.13% 8.45% 5.28% 1.12% 1.56% 2.38% 0.98% 1.68% 1.15% 2.13%
2025/05/16 9.31% 10.38% 5.12% 1.08% 1.5% 2.09% 1.19% 1.42% 1.5% 1.73%
2025/05/17 10.32% 9.25% 6% 2.26% 1.26% 0.92% 1.01% 1.28% 1.23% 1.55%
2025/05/18 9.79% 9.47% 6.11% 1.87% 2.03% 0.78% 0.59% 1.54% 0.99% 1.79%
2025/05/19 10.1% 10.84% 6.47% 1.63% 0.76% 0.65% 0.74% 2.09% 1.14% 1.6%
2025/05/20 9.13% 10.7% 5.52% 1.15% 1.48% 0.69% 0.66% 1.93% 1.65% 0.62%
2025/05/21 9.16% 11.21% 6.27% 1.39% 1.02% 0.79% 0.89% 1.58% 1.46% 0.88%
2025/05/22 10.48% 9.71% 6.7% 1.1% 1.07% 0.88% 1.12% 1.77% 1.38% 0.96%
2025/05/23 9.26% 10.47% 6.98% 0.86% 1.07% 0.83% 0.86% 2% 1.55% 0.62%
2025/05/24 10.19% 9.13% 5.66% 1.57% 0.92% 0.9% 1.19% 1.59% 1.82% 0.6%
2025/05/25 8.49% 11.65% 6.69% 1.97% 1.23% 0.72% 1.07% 2.04% 1.53% 0.76%
2025/05/26 8.7% 10.29% 6.41% 1.13% 0.51% 0.77% 1% 2% 1.58% 1.57%
2025/05/27 15.82% 9.37% 5.99% 1.08% 1.21% 0.78% 0.81% 1.9% 1.72% 1.38%
2025/05/28 16.42% 8.84% 5.2% 0.92% 1.47% 0.84% 0.94% 1.71% 1.63% 1.04%
2025/05/29 14.43% 10.54% 6.08% 1.06% 1.88% 1.78% 1.13% 1.58% 1.07% 1.48%
2025/05/30 14.78% 8.78% 5.36% 1.29% 1.6% 2.01% 1.28% 1.32% 0.92% 1.23%
2025/05/31 15.44% 8.31% 5.66% 2.32% 2.06% 1.94% 1.68% 1.31% 0.92% 0.91%

Copyright © Adthena. All rights reserved.

Lululemon’s spend share surged in late May, peaking at 16.42%. Shein’s share fluctuated, ending at 8.31%. Temu’s share rose steadily, closing at 5.66%. JD Sports saw a slight increase, finishing at 2.32%. Myer experienced growth, ending at 2.06%. Bonds’ share increased, closing at 1.94%. City Chic’s share rose, ending at 1.68%. Amazon’s share declined, finishing at 1.31%. New Balance’s share decreased, closing at 0.92%. The Iconic’s share fluctuated, ending at 0.91%.

Market Exposure

Competitor Count for AUS Retail Apparel & Accessories

Ever wondered how many competitors you’re up against in your industry? Well look no further, here we can see the number of advertisers bidding over the last month. 

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Competitor Count - Last month
Date Competitor Count
2025/05/01 4461
2025/05/02 4453
2025/05/03 4499
2025/05/04 4448
2025/05/05 4449
2025/05/06 4385
2025/05/07 4435
2025/05/08 4468
2025/05/09 4459
2025/05/10 4417
2025/05/11 4449
2025/05/12 4435
2025/05/13 4452
2025/05/14 4499
2025/05/15 4530
2025/05/16 4497
2025/05/17 4463
2025/05/18 4464
2025/05/19 4459
2025/05/20 4453
2025/05/21 4442
2025/05/22 4416
2025/05/23 4433
2025/05/24 4405
2025/05/25 4392
2025/05/26 4406
2025/05/27 4390
2025/05/28 4342
2025/05/29 4363
2025/05/30 4289
2025/05/31 4249

Copyright © Adthena. All rights reserved.

May began with 4,461 advertisers, fluctuating throughout. Mid-month peaked at 4,530, but ended with a decline to 4,249.

Campaign Efficiency

Market Loss & Market Gains for AUS Retail Apparel & Accessories

Here we’re looking at the Top 10 biggest industry movers by market share gains and losses for the last 30 days.

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Market Loss & Market Gains - Last month
Name Market Trend
swarovski.com 1.27%
lululemon.com.au 1.24%
meshki.com.au 0.39%
adidas.com.au 0.36%
witchery.com.au 0.36%
jjshouse.com -0.32%
citychic.com.au -0.32%
forevernew.com.au -0.46%
nike.com -0.75%
theiconic.com.au -0.8%

Copyright © Adthena. All rights reserved.

Swarovski and Lululemon shine with click share gains of 1.27 and 1.24, respectively. Meanwhile, The Iconic and Nike face declines of -0.8 and -0.75.

Campaign Efficiency

AUS Retail Apparel & Accessories Share of Impressions

Take a look at the Top 10 competitors in the industry by Share of Impressions over the last month.

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Date shein.com lululemon.com.au temu.com myer.com.au jd-sports.com.au citychic.com.au theiconic.com.au amazon.com.au billyj.com.au stfrock.com.au
2025/05/01 13.11% 2.66% 6.67% 1.04% 2.66% 1.77% 2.05% 2.02% 1.08% 1.04%
2025/05/02 11.08% 2.87% 6.39% 2.19% 2.22% 2.08% 2.1% 1.89% 1.08% 1.16%
2025/05/03 11.76% 3.08% 6.03% 2.13% 2.75% 1.32% 1.86% 1.94% 1.05% 1.21%
2025/05/04 14.89% 2.96% 6.2% 2.48% 2.57% 1.38% 1.68% 2.24% 0.98% 1.18%
2025/05/05 14.86% 3.14% 7.11% 1.01% 1.44% 1.14% 3.15% 2.36% 0.89% 1.07%
2025/05/06 12.69% 3.82% 6.27% 2.42% 1.78% 1.41% 4.1% 2.15% 1.12% 1.09%
2025/05/07 13.79% 3.78% 6.29% 1.9% 1.63% 1.83% 3.46% 2.15% 0.72% 0.98%
2025/05/08 10.99% 3.68% 6.04% 2.06% 1.49% 1.74% 3.41% 2.32% 1.12% 1.2%
2025/05/09 12.18% 2.86% 6.27% 2.21% 1.05% 1.5% 3.29% 2.06% 1.23% 1.37%
2025/05/10 13.72% 3.62% 5.71% 1.99% 1.02% 1.72% 3.85% 1.83% 1.52% 1.18%
2025/05/11 13.56% 3.9% 6.35% 2.78% 1.25% 1.28% 2.84% 2.08% 1% 1.14%
2025/05/12 11.71% 3.64% 7.38% 1.57% 1.56% 1.26% 3.15% 2.12% 0.97% 1.3%
2025/05/13 11% 3.33% 6.87% 2.15% 1.63% 1.28% 3.67% 1.64% 1.66% 0.96%
2025/05/14 10.79% 3.43% 7.18% 1.57% 1.39% 1.78% 3.16% 1.33% 1.09% 1.11%
2025/05/15 9.99% 3.77% 6.71% 2.37% 1.19% 1.15% 3.53% 1.77% 1.07% 0.99%
2025/05/16 12.64% 3.06% 6.47% 2.26% 1.29% 1.4% 3% 1.53% 0.99% 1.14%
2025/05/17 11.09% 3.79% 7.22% 1.89% 2.66% 1.24% 2.56% 1.4% 0.97% 1.15%
2025/05/18 11.47% 3.41% 7.27% 3% 1.91% 0.58% 2.89% 1.73% 0.98% 1.18%
2025/05/19 13.14% 3.66% 7.63% 1.16% 1.94% 0.77% 2.78% 2.26% 1.02% 1.01%
2025/05/20 12.98% 3.46% 6.36% 2.28% 1.48% 0.68% 1.03% 2.11% 0.99% 0.96%
2025/05/21 13.49% 3.28% 7.21% 1.53% 1.42% 0.91% 1.6% 1.7% 1.63% 1.09%
2025/05/22 11.64% 3.83% 8.54% 1.59% 1.31% 1.54% 1.89% 1.97% 0.84% 1.04%
2025/05/23 12.47% 3.3% 8.8% 1.61% 1% 1.16% 1.25% 2.17% 0.98% 1.24%
2025/05/24 11.01% 3.18% 6.75% 1.3% 1.74% 1.69% 1.26% 1.78% 1.3% 0.97%
2025/05/25 14.15% 2.73% 7.96% 1.74% 1.96% 1.49% 1.41% 2.18% 1% 1.12%
2025/05/26 11.95% 2.79% 7.33% 0.75% 1.36% 1.42% 2.99% 2.15% 1.02% 1.25%
2025/05/27 11.95% 6.72% 7.32% 1.79% 1.36% 1.14% 2.74% 2.1% 1.27% 0.63%
2025/05/28 11.38% 7.13% 6.52% 2.29% 1.24% 1.43% 1.95% 2.02% 1.08% 0.93%
2025/05/29 13.08% 6.41% 7.85% 2.86% 1.46% 1.8% 2.98% 1.85% 0.93% 0.48%
2025/05/30 11.14% 6.66% 7.3% 2.45% 1.66% 1.75% 2.34% 1.58% 1.55% 0.9%
2025/05/31 10.68% 7.01% 7% 3.07% 3% 2.46% 1.59% 1.57% 0.94% 0.45%

Copyright © Adthena. All rights reserved.

In May 2025, Shein’s impression share fluctuated, peaking at 14.89% on May 4. Lululemon saw a late surge, ending at 7.01%. Temu’s share rose steadily, closing at 7.0%. Myer and JD Sports experienced modest gains, while City Chic and The Iconic had varied trends. Amazon’s share remained stable, and Billy J and St Frock showed minor fluctuations.

Campaign Efficiency

Google Text Ad Copy Insights & Creative Trends for AUS Retail Apparel & Accessories

Ever wondered how your rivals’ ads are doing? Here we can see the top-performing ads in the industry over the last month.

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  1. 1
    adidas Australia https://www.adidas.com.au

    Official adidas Sales Site — Whatever Your Sport, adidas Has You Covered. Find Your Fit & Enjoy Free 30 Day Returns. Join adiClub...

  2. 2
    ASICS Australia Official Store https://www.asics.com › shop-now

    Shop Men's, Women's & Kids — Free Express Shipping Across Australia On Orders $199+. Buy Now & Pay Later With Afterpay.

  3. 3
    Billy J https://www.billyj.com.au

    Women's Clothing Online — New Arrivals Daily And Over 6000 Styles To Choose From. Affordable And On Trend Fashion. With Over...

  4. 4
    Foot Locker Online | Foot Locker approved https://www.footlocker.com.au

    Get your favorite sneakers at Foot Locker. Buy now and get free delivery above $150! All the best brands in one place @ Foot Locker. Shop now online and...

  5. 5
    UNIQLO Australia LifeWear | Shop LifeWear Essentials https://www.uniqlo.com

    Find Your Perfect Fit At UNIQLO With Extended Sizing From XXS to 3XL. Shop Our Full Range. Available In A Range Of Styles ...

Copyright © Adthena. All rights reserved.

Adidas, ASICS, Billy J, Foot Locker, and UNIQLO captivate with diverse offerings. Adidas emphasizes sport inclusivity and returns, ASICS highlights express shipping and Afterpay, Billy J offers trendy, affordable fashion, Foot Locker showcases sneaker variety, and UNIQLO promotes size inclusivity.

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See this data specific to your brand performance

The data on this page is just a sample of the billions of data points we hold at Adthena. The insights generated by Ask Arlo, leverage real-time GenAI to answer questions about your search data.

Our search consultants can introduce you to Whole Market View data that is specific to your organization, based on the size of the relevant search term and competitor universe, and the locations that you need monitoring.

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