DEATH OF PUREPLAY RETAIL

INTELLIGENCE REPORT DEATH OF PUREPLAY RETAIL CUSTOMER ACQUISITION

Traffic Must Be Bought (Cont’d)

Death of Pureplay Retail: Top 20 Apparel Advertisers by Paid Search Spend Based Activity on the Top 100 Apparel Keywords by Spend January 2015—March 2015, U.S. Google

Desktop PLA

Desktop Text Ad

Mobile PLA

Mobile Text

Total Spend $3,985,000 $6,368,000 $3,364,200 $3,326,000 $3,128,000 $2,843,500 $2,709,000 $2,429,000 $2,355,000 $2,077,000 $1,849,000 $1,799,000 $1,605,400 $1,537,000 $1,505,000 $1,473,000 $1,437,000 $1,387,000 $1,327,000 $1,321,000

Macys.com Nordstrom.com Zappos.com JCPenney.com AliExpress.com JJsHouse.com LightintheBox.com DylanQueen.com Amazon.com Venus.com Kohls.com Target.com Zulily.com MichaelKors.com Bloomingdales.com Dressale.com Fitbit.com JCrew.com DavidsBridal.com LLBean.com

$1,496,000 $2,427,000 $2,415,000 $2,527,000 $945,000 $4,000 $738,000 $350,000 $2,292,000 $827,000 $771,000 $678,000 $1,601,000

$598,000 $926,000 $239,000 $220,000 $269,000 $982,000 $189,000 $127,000 $0 $140,000 $138,000 $409,000 $0 $128,000 $277,000 $438,000 $0 $73,000 $35,000 $61,000

$1,881,000 $2,978,000

$10,000 $37,000 $200 $7,000 $59,000 $500 $6,000 $12,000 $63,000 $8,000 $26,000 $3,000 $400 $44,000 $3,000 $0 $2,000 $10,000 $83,000 $10,000

$710,000 $532,000

$1,855,000 $1,857,000 $1,776,000 $1,940,000 $0 $1,102,000

$914,000 $709,000 $4,000 $543,000 $841,000 $750,000 $795,000 $757,000 $366,000 $751,000

$822,000 $384,000 $285,000 $640,000 $547,000 $843,000 $499,000

Source: AdGooroo 2015.

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January 12, 2016