Abstract
This paper analyzes how consumers are interacting with brands in the new digital context. The question research is if there is any homogenization of user behavior when dealing with brands in the e-commerce or not. The paper study Digital User Behavior in Fashion e-commerce, for this purpose, user behavior of Fast Fashion (FF) and Luxury-Premium (LP) e-commerce webpages are investigated. Therefore, a group of 20 fashion brands was selected: 10 of these brands belonged to the FF category and the other 10 to the LP category. User digital behavior is analyzed using six Key Digital Behavior Variables (KDBV), all performative variables that represent how consumers interact with brands through their web pages, based on web user session analysis. Studying digital user behavior enables us to get to know fashion brand consumers and users better. As we have observed, there are increasingly few differences between the behavior of FF web site users and LP web site users.
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SimilarWeb provides data and insights to help businesses make better decisions, identify new opportunities and spot the latest Internet and mobile trends. This information is essential when it comes to reacting to the Internet’s ever-changing environment, building high-reward and low-risk campaigns, and understanding the competitive world in which companies operate. For further information regarding similar web visits: https://www.similarweb.com/downloads/our-data-methodology.pdf.
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Annex
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1.1 Annex 1
BRAND | WEB | Total visits | Traffic share desktop | Traffic share mobile | Visit duration | Pages per visit | Bounce rate | |
|---|---|---|---|---|---|---|---|---|
1 | Louis VuittOE | 65100000 | 3155% | 68.35% | 4.55 | 9 | 38.12% | |
2 | Gucci | 58640000 | 31.34% | 68.66% | 7.55 | 9.59 | 42.66% | |
3 | Chanel | 37540000 | 30.20% | 69.80% | 3.09 | 6.27 | 40.45% | |
4 | Coach | 31200000 | 27.43% | 72.57% | 3.24 | 4.52 | 49.02% | |
5 | Ralph Lauren | 30333900 | 33.32% | 66.68% | 5.48 | 7.22 | 43.44% | |
6 | Michael Kors | 28520000 | 25.08% | 74.92% | 5.53 | 5.58 | 44.02% | |
7 | Kate Spade | 26880000 | 31.79% | 68.21% | 4.3 | 5.29 | 38.82% | |
8 | Christian Dior | 23790000 | 29.77% | 70.23% | 2.50 | 3.52 | 53.97% | |
9 | Burberry | 21940000 | 36.54% | 63.36% | 3.26 | 4.8 | 41.93% | |
10 | Hugo Boss | 18000000 | 37.28% | 62.72% | 3.31 | 5.68 | 46 18% |
1.2 Annex 2
BRAND | WEB | Total visits | Traffic share desktop | Traffic share mobile | Visit duration | Pages per visit | Bounce rate | |
|---|---|---|---|---|---|---|---|---|
1 | H&M | 551900000 | 35.30% | 64.70% | 6.37 | 11.07 | 33.83% | |
2 | Zara | 363799500 | 36.78% | 63.22% | 7.17 | 15.31 | 26.37% | |
3 | GAP | 326400000 | 31.52% | 68.48% | 6.14 | 7.58 | 37.35% | |
4 | Uniqlo | 283000000 | 34.26% | 65.74% | 3.57 | 6.91 | 49.01% | |
5 | Old Navy | 175003000 | 26.07% | 73.93% | 5.22 | 6.39 | 42.45% | |
6 | Mango | 125100000 | 37.89% | 62.11% | 5.38 | 6.87 | 35.01% | |
7 | Bershka | 87190000 | 34.61% | 65.39% | 5.16 | 8.73 | 28.92% | |
8 | Hollister | 64004000 | 34.37% | 67.18% | 5.44 | 5.91 | 38.85% | |
9 | Abercrombie & Fitch | 42440000 | 42.45% | 57.55% | 6.14 | 6.23 | 37.99% | |
10 | Topshop | 40220000 | 46.27% | 53.73% | 4.48 | 8.88 | 35.69% |
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SanMiguel, P., Sádaba, T. (2020). Digital User Behavior in Fashion E-Commerce. A Business Model Comparative Study. In: Nah, FH., Siau, K. (eds) HCI in Business, Government and Organizations. HCII 2020. Lecture Notes in Computer Science(), vol 12204. Springer, Cham. https://doi.org/10.1007/978-3-030-50341-3_39
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