eMarketer, an independent market research company, has claimed that e-Commerce in the Japanese apparel industry is on the rise and projected to account for 14 per cent (2.6 trillion Japanese Yen) of the industry revenue by 2020 (compared to 8 per cent) in 2014. As of now, approximately half of all purchases are made in a store location. Google’s quarterly competitive landscape report for 2015 Q1 too says that e-Commerce advertisers (online retailers that sell multiple fashion brands) have larger budgets and aggressively bid on non-brand terms to acquire large sets of product purchases.
e-Commerce advertisers invest 3–5 times as much as fashion brand advertisers. This indicates that they’re bidding on a wider range of products in comparison to fashion brand advertisers with limited stock. iProspect Japan, the highest impression share received is for the keyword “baby clothes” (49.07 per cent , May 2015), “boys clothes” (27.90 per cent ) and “student clothes” (27.90 per cent ). This indicates that there are still more than 50 per cent missed opportunities for apparel advertisers through non-brand terms.
