Online-only retailer Vivi Direct tops the table of the UK’s best performing fashion websites in Q1, according to the latest quarterly testing of the online operations of the country’s leading clothing retailers undertaken by specialist Sitemorse.
The pure-play scored 6.94 out of 10, which placed it ahead of Diesel (London) with 6.54 and Racing Green with 6.46, which highlights how smaller players can deliver top performing websites despite having fewer resources than their larger rivals.
The top-end of the table also features a number of brands that have been concentrating strongly on their multi-channel propositions such as Whistles, which is in fourth place with a score of 6.10, and Moss Bros, which is placed in ninth spot with 5.52.
The sites tested comprise both transactional and non-transactional and the testing involves using automated software that, page-by-page reads the first 125 pages of each retailer’s sites to generate a ranked table based on checks to Quality, User Experience, Accessibility, Performance and SEO capability of each of the websites.
Moss Bros just pips digital heavyweight Burberry, that sits in 10th spot with its score of 5.48, and shows that the better performing sites in the fashion sector contains a varied list of brands – from high-end to mainstream names and of differing sizes.
The top 20 also features big names such as Kenzo, in 13th spot, H&M, in 15th place, and Fendi in 20th position, which are creditable performances in the list tested in Q1 that consists of 106 brands.
Coming out less well are some serious names that languish in the bottom 10 positions. These include Topman in 93rd spot with a score of 1.88, Very with the same score, Miss Selfridge in 96th spot with 1.62 and propping up the table in 102nd spot is Prada with a score of only 1.36.
In the shoes and accessories sector that Sitemorse also tested in Q1 Jane Shilton tops the list with an impressive 7.18 out of 10 followed closely by Jones Bootmaker with 6.64 and Schuh with 5.76.
Schuh has built a formidable multi-channel presence and its high position in the ranked table highlights how seriously it takes the performance of its online store. It recognises that slow download speeds, broken page links, and pages without headers/titles (that makes it hard for Google to find them in searches)can be detrimental to a retailer’s brand.
Other names to feature prominently are Brantano (UK) in fourth spot with a score of 5.64 and Courtesy Shoes (trading as Wynsors World of Shoes) in fifth spot with 5.31. They both come just ahead of handbag specialist Anya Hindmarsh and fashion icon Paul Smith.
Performing less well at the bottom of the table are Shoe Tailor in 21st spot with a score of 2.44 and the bottom-placed player this quarter Claire’s Accessories UK with only 2.14.
Sitemorse has been advising its clients on how to improve their web presence for more than a dozen years now, and its technical team have fine-tuned the Sitemorse software engine so that it is capable of doing far more than just help find problems.
Hundreds of clients across major corporates, local and national government, utilities, financials and the health sector rely on Sitemorse to help them improve the performance, compliance and quality of their online assets, web, mobile and social.
The company offers true digital insight to many large and small organisations in public and private sectors, as well as publishing regular unique INDEX benchmarks spotlighting the true online leaders in a number of sectors, from London-listed blue chips to universities, central government to consumer finance providers.