The document analyzes advertising potential and user interest in the e-commerce clothing/accessories category in Russia. It estimates that the maximum potential impressions from relevant purchase queries is over 12 million per month, with clicks at over 569,000. Interest in brands like Gucci and Dolce & Gabbana is higher than others. Analysis of competitors' brands from 2010-2011 shows growing interest in Bonprix, Wildberries and Boutique.ru.

1. Activity of advertisers in E-commerce
group
( Clothes, shoes, accessories)

2. Yearly spend of the biggest advertisers in E-commerce group increased by
2.5 times in 2011
2%
26%
-­‐10%
-­‐4%
24%
25%
-­‐15%
February
2012
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3. Throughout the reviewed period the CPC indicator in E-
commerce group did not exceed the level of 10 rubles.
January
2012
3

4. Advertising potential
Categories capacity estimation. The dynamics of
interest in competitors’ brands.

5. Research structure:
• The maximum potential quantity of impressions/clicks
estimation:
Ø queries about clothes purchase
Ø queries about shoes purchase
Ø queries about bags purchase
Ø queries about brands: Gucci, Alexander McQueen,
Burberry, Dolce & Gabbana, Valentino.
• Users’ interest in brands:
Ø The dynamics of interest in competitors’ brands.
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6. Sources:
• wordstat.yandex.ru queries statistics, March ‘2010 -
February ‘2012
• direct.yandex.ru budget forecast tool.
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7. Estimation of maximum
potential quantity of
impressions/clicks

8. Semantic groups used when estimating
impressions/clicks quantity:
Queries about clothes purchase: купить/продажа/интернет/онлайн
одежда/джинсы/блуза/блузка/шорты/топ/брюки/майка/бермуды/
бриджи/свитер/кардиган/жакет/пиджак/сарафан/свитер/сорочка/
рубашка/пуловер/платье/лосины/леггинсы/кофта/белье/купальник/
жилет/жилетка/водолазка/джемпер.
Queries about shoes purchase: купить/продажа/интернет/онлайн туфли/
босоножки/сапоги/сабо/балетки/вьетнамки/ботинки/сандалии.
Queries about bags purchase: купить/продажа/интернет/онлайн сумка/
сумочка/клатч.
Queries about brands: Gucci, Alexander McQueen, Burberry, Dolce &
Gabbana, Valentino + mistakes in naming, jargon, transliterations.
Words with misprints and mistakes were included.
Enclosed target queries were included. Non-target enclosed queries were not included.
YAN impressions and additional relevant phrases impressions were included.
To characterize the whole group the most representative queries were chosen.
Geo: Russia
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9. The maximum quantity of impressions for
queries considered:
8,000,000
7,231,647
7,000,000
6,000,000
5,000,000
4,000,000
3,000,000 2,509,010
2,000,000 1,554,670
1,000,000 746,633
0
clothes purchase queries shoes purchase queries bags purchase queries queries about brands
The total potential of word groups considered – more than 12 mln.
impressions in per month.
When defining the maximum possible quantity of impressions/clicks were included: купить/продажа/интернет/онлайн одежда/джинсы/блуза/блузка/
шорты/топ/брюки/майка/бермуды/бриджи/свитер/кардиган/жакет/пиджак/сарафан/свитер/сорочка/рубашка/пуловер/платье/лосины/
леггинсы/кофта/белье/купальник/жилет/жилетка/водолазка/джемпер, купить/продажа/интернет/онлайн туфли/босоножки/сапоги/сабо/
балетки/вьетнамки/ботинки/сандалии, купить/продажа/интернет/онлайн сумка/сумочка/клатч, Gucci, Alexander McQueen, Burberry, Dolce & 9
Gabbana, Valentino + other brands spellings. Target enclosed queries were included. Non-target enclosed queries were not included. YAN impressions and
additional relevant phrases impressions were included. Geo: Russia

10. The maximum quantity of clicks for
queries considered:
400,000
345,075
350,000
300,000
250,000
200,000
150,000 120,729
100,000
60,036
43,252
50,000
0
clothes purchase queries shoes purchase queries bags purchase queries queries about brands
The total potential of word groups considered – more than 569 thsd. clicks
per month.
When defining the maximum possible quantity of impressions/clicks were included: купить/продажа/интернет/онлайн одежда/джинсы/блуза/блузка/
шорты/топ/брюки/майка/бермуды/бриджи/свитер/кардиган/жакет/пиджак/сарафан/свитер/сорочка/рубашка/пуловер/платье/лосины/
леггинсы/кофта/белье/купальник/жилет/жилетка/водолазка/джемпер, купить/продажа/интернет/онлайн туфли/босоножки/сапоги/сабо/
балетки/вьетнамки/ботинки/сандалии, купить/продажа/интернет/онлайн сумка/сумочка/клатч, Gucci, Alexander McQueen, Burberry, Dolce & 10
Gabbana, Valentino + other brands spelling. Target enclosed queries were included. Non-target enclosed queries were not included. YAN impressions and
additional relevant phrases impressions were included. Special placement» option on 28.03.2012 Geo: Russia

11. Users’ interest in brands considered:
The comparison of maximum quantity of impressions/clicks for
queries about different brands
queries about
Alexander McQueen
4% queries about Gucci
queries about
Valentino queries about Dolce & Gabbana
11%
queries about Gucci
34%
queries about Burberry
queries about
Burberry
21%
queries about Valentino
queries about Dolce queries about Alexander McQueen
& Gabbana
30%
Gucci and Dolce&Gabbana are likely to get the largest amount of
impressions/clicks.
When defining the maximum possible quantity of impressions/clicks were included: Gucci, Alexander McQueen, Burberry, Dolce & Gabbana, Valentino +
other spellings. Target enclosed queries were included. Non-target enclosed queries were not included. YAN impressions and additional relevant phrases
impressions are included. Geo: Russia 11

12. The maximum quantity of impressions for
queries about brands:
500,000
463,270
450,000
400,000
350,000 331,293
300,000
250,000
200,000 174,111
150,000
100,000 65,538
50,000
0
queries about Dolce & queries about Burberry queries about Valentino queries about Alexander
Gabbana McQueen
The total potential of word groups considered – more than 1,55 mln.
impressions in per month.
When defining the maximum possible quantity of impressions/clicks were included: Gucci, Alexander McQueen, Burberry, Dolce & Gabbana, Valentino +
other spellings. Target enclosed queries were included. Non-target enclosed queries were not included. YAN impressions and additional relevant phrases
impressions are included. Geo: Russia 12

13. The maximum quantity of clicks for
queries about brands:
20,000
18,000 17,185
16,000
14,000 12,737
12,000
10,000
8,000
6,317
6,000
4,000
2,188
2,000
0
queries about Dolce & queries about Burberry queries about Valentino queries about Alexander
Gabbana McQueen
The total potential of word groups considered– more than 60 thsd.
clicks per month.
When defining the maximum possible quantity of impressions/clicks were included: Gucci, Alexander McQueen, Burberry, Dolce & Gabbana, Valentino +
other spellings. Target enclosed queries were included. Non-target enclosed queries were not included. YAN impressions and additional relevant phrases
impressions are included. «Special placement» option on 28.03.2012 Geo: Russia 13

14. The total possible quantity of impressions
and clicks:
Impressions:
• queries about clothes/shoes/bags purchase:
more than 10,4 mln. impressions per month;
• queries about brands:
more than 1,55 mln. impressions per month;
Total: more than 12 mln. impressions per month.
Clicks:
• queries about clothes/shoes/bags purchase:
more than 509 thsd.* clicks per month;
• queries about brands:
more than 60 thsd.* clicks per month;
Total: more than 569 thsd.* clicks per month.
Forecast on 28.03.12.
*«Special placement» option
YAN impressions and additional relevant phrases impressions are included.
Geo: Russia 14

15. Users’ interest in
competitors’ brands

16. Users’ interest in competitors’ brands
200,000
Bonprix
150,000
Wildberries
100,000 Quelle
Boutique
50,000
La Redoute
0
The majority of users are interested in Bonprix. Recently the interest for its brand
has increased significantly.
wordstat.yandex.ru statistics, March ‘2010 – February ‘2011
Geo: Russia
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17. The quantity of brands queries in Q4 ‘2010
and 2011 comparison:
Q4'2010 Q4'2011
4% 5%
11% 12%
Bonprix
41% 42%
Wildberries
Quelle 18%
Boutique
30%
La Redoute
14% 23%
In Q4 ‘2011 users’ interest in Bonprix, Wildberries and Boutique.ru
increased.
wordstat.yandex.ru statistics, January 2011
Geo: Russia
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18. Thank you!
Preston Carey
Director, Business Development
857.288.8762
preston.carey@yandex.ru
@prestoncarey
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