The Q3 2024 benchmarking report for UK men’s suit retailers has just been published. Learn how the top 6 UK men’s suit retailers perform across the digital space.
The latest Q3 2024 benchmarking report for UK men’s suit retailers has just been published. It covers the largest 6 UK men’s suit retailers, including Moss Bros, Slater Menswear, Skopes, Charles Tyrwhitt, T.M.Lewin, and Suit Direct.
The research gives an inside track on who is winning the biggest share of voice online, and quantifies the gaps, risks, and missed opportunities for other men’s suit retailers to win brand exposure, drive traffic online, and increase both orders and in-store footfall. The report highlights quick wins that will improve enquiries from your online strategy and identifies the barriers that may be reducing your site’s ability to optimise digital performance.
To see a preview and contents page of the Q3 report, click here. To get a copy of the full report and the key takeaways, please complete the enquiry form or schedule a call.
For a glance into just six of the metrics we evaluated these top 6 men's suits retailers on, check out our quick-look table below;
Continue reading for further detail on this quarter's best and poorest-performing UK mens suit retailers or request a copy of the report for the full review.
The 70+ pages of research benchmarks each brand based on 50+ metrics and indicators of a successful digital strategy, including organic visibility, domain authority, paid media ads, conversion performance, technical performance, site speed, universal search, content, social ads, accessibility, and mobile performance.
Some of the leading players in the space are high spenders on paid media channels such as Google, Bing and Facebook - but have a poor or sub-optimal conversion improvement strategy. Without an optimised, sophisticated conversion strategy that maximises the conversion rate, the return on investment is unsustainable or will underperform. Scaling spend on paid media is not achievable unless the conversion rate delivers optimal performance in the sector. Some in the space have paid media spend levels from £30k+ per month but dedicate minimal resources and budgets to conversion testing. Given the cost per clicks on ad networks will continue to rise, we recommend spending at least 10% of your paid media budget on ongoing conversion optimisation testing schedules to ensure your paid media ROI maintains long-term viability, competitive advantage, and sustainability.
Savvy digital marketers know that having a technically sound website is an essential component of a successful fully integrated digital strategy - plus a site capable of maximising conversion performance. Men’s suit retailers will want to ensure customers can find information on products for sale, such as colours, measurements fabrics, and fit, along with an organised website that’s easy for customers to navigate.
Charles Tyrwhitt reported 8 4xx errors, and this retailer should assess that there are redirects in place, if necessary, to avoid sending consumers to a link that’s no longer valid.
When 62% of consumers are less likely to convert if they have a negative mobile site experience, ensuring that your site is quick and easy to load will see a significant improvement on your overall conversion rates. Men’s suit retailers will want to ensure customers can find information on products for sale, such as colours, measurements fabrics, and fit, along with an organised website that’s easy for customers to navigate.
Charles Tyrwhitt reported 8 4xx errors, and this retailer should assess that there are redirects in place, if necessary, to avoid sending consumers to a link that’s no longer valid.
Domain authority (DA) is an essential metric for measuring the effectiveness of SEO performance, and helps create a reliable overall gauge of how effective your site is at achieving organic traffic, i.e. ‘free’ traffic that isn’t gained through sponsored ads. For brands in the fashion sector, establishing connections with high-authoritative websites can drive in more backlinks from a trusted source, helping to increase their DA rating. A keyword strategy will also assist with driving organic traffic, which is a powerful SEO tool for increasing DA.
A ‘good’ DA really comes down to how your competitors are performing, however, it’s generally considered average between 40 and 50, good between 50 and 60, and excellent above 60. The DA for this quarter ranged between 65 and 32, with Skopes flagging the lowest DA score. This UK men’s suit retailer also saw the fewest backlinks, and it should adopt a PR strategy or guest blog for websites with a similar target audience to help increase its DA rating.
A strong organic performance is strategically important as it ensures your site ranks above competitors for core, transactional keywords. When 93% of your customers won’t go past the first page of Google, your absence or lack of targeting for essential keywords will cost you conversions. Fashion brands may see a reduction in traffic, due to the cost-of-living crisis and the need for customers to cut back on expendables. Therefore, when assessing organic traffic, it’s important to benchmark against others in the sector, taking this into consideration.
In our previous report, Moss Bros saw the biggest loss in organic traffic (-11% on desktop and -17% on mobile). This quarter, Moss Bros reported a 15% increase on desktop and a 1% increase on mobile. The retailer to watch is Suit Direct, which saw a 6% decrease on desktop and a 16% decrease on mobile.
Google Universal Search Results are an evolving opportunity to make your pages visible on a SERP (Search Engine Results Page). Universal results often appear before traditional listings and are eye-catching for users. Universal search results refer to rankings on a SERP that are not the traditional ‘blue line’ Google link, and a brand can appear for universal search results without being strong in standard rankings. For fashion brands, the ‘Image’ Universal Search result provides a chance to show products, and ‘Reviews’ is also another important component brands should focus, as people are more likely to purchase from a brand that’s trusted by the public.
Moss Bros continues to report the most Universal Search appearances (59,273), with the majority of these coming from ‘images’. ‘Reviews’ saw the most appearances overall, and all retailers should encourage past customers to leave an online review of their experience with the brand.
Longtail keywords are often considered high intent and potentially more likely to convert as a searcher is being more specific. Optimising for longtail keywords also puts your content strategy in a strong position to rank for new search terms as they enter Google’s index. Fashion brands can capitalise on highly descriptive longtail keywords to increase their SEO strategy, helping to assist with organic traffic. For example, ‘men’s slim fit grey suit’ or ‘charcoal textured light pink waistcoat’.
Moss Bros continues to report the most longtail keyword appearances (4,808 for position 3 and 8,559 for positions 3–4). All brands should regularly assess their keyword strategy to ensure they’re using terms that their target audience type into search engines.
With the number of Facebook users in the United Kingdom (UK) hitting over 44 million users in 2023, it is not surprising that companies have jumped at the opportunity to advertise on the social media platform. Facebook’s UK digital advertising revenue has been estimated to have breached 2.6b GB pounds in 2019.
We’ve included examples of Skopes’ sponsored Facebook posts. This retailer included the same text and imagery across all 3 posts and should aim for more diversity to track which wording or imagery helps to improve engagement and traffic.
When it comes to social media and on-site content strategies, it is important to release content that has a longer shelf life. An article is considered 'evergreen' if it has maintained its relevancy to an audience for a long period of time. It's great for your engagement, but great for Google too, who will recognise content which achieves traffic over a long period of time. Fashion brands can create shareable social content that details new releases, the latest deals, and upcoming product launches to inspire their online followers.
Charles Tyrwhitt has the largest Facebook page (300,700 Likes) and the largest Instagram account (227,200) followers. It’s important that brands also regularly assess their total engagement rate, and T.M.Lewin saw the highest total engagement (41,518) — which shows that more followers doesn’t necessarily mean more engagement.
Around 20% of people in the UK have a disability – 2 million of which are people living with sight loss. In addition, 1 in 12 men and 1 in 200 women have some degree of colour vision deficiency. Fashion brands can create shareable social content that details new releases, the latest deals, and upcoming product launches to inspire their online followers.
In our previous audit, Suit Direct saw 128 accessibility alerts, which it’s slightly reduced to 124 this quarter. Any reduction that a brand makes to this category should be celebrated, as it shows they’re addressing any potential issues for those using a screen reader. However, the retailer to watch is Skopes, which reported 276 accessibility alerts.
To get a copy of the full report, please complete the enquiry form. If you want to talk to us about accelerating your digital performance, please call us on 01543 410014 or schedule a call with Mike Movassaghi.
Photo by Nick Fewings on Unsplash