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US Retail Apparel & Accessories - PPC Market Share Analysis February 2025

Leveraging Adthena’s Whole Market View, this analysis explores recent trends in Google Ads for the US Apparel & Accessories category from the last month. Our Data Analyst, Ask Arlo provides commentary on key findings.

Market Exposure

Share of Clicks for top 10 US Retail Apparel & Accessories brands

Here are the Top 10 competitors in the industry by Share of Clicks for the last month.

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Share of Clicks - Last month
Domain Share of clicks
lululemon.com 5.1
gap.com 4.03
fashionnova.com 2.46
amazon.com 2.35
nike.com 2.19
michaelkors.com 1.85
jcpenney.com 1.68
shein.com 1.62
llbean.com 1.61
kohls.com 1.58
others 75.53

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In the apparel and accessories PPC landscape, ‘others’ dominate with 75.53% click share, while lululemon.com leads individual advertisers at 5.10%, followed by gap.com at 4.03%.

Market Exposure

Share of Spend for the top 10 US Retail Apparel & Accessories brands

Curious about your market position? Here you can see the Top 10 competitors in the industry by Share of Spend for the last month. 

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Share of Spend - Last Month
Date amazon.com lululemon.com gap.com michaelkors.com jcpenney.com llbean.com temu.com nike.com shein.com victoriassecret.com
2025/01/01 2.75% 4.11% 3.79% 1.4% 1.74% 1.31% 1.03% 1.54% 3.71% 1.86%
2025/01/02 2.97% 4.99% 3.06% 1.62% 2.54% 1.2% 1.22% 1.62% 1.5% 1.83%
2025/01/03 2.73% 4.17% 2.97% 1.7% 2.14% 1.27% 1.51% 1.6% 3.19% 1.43%
2025/01/04 2.34% 4.38% 2.27% 1.87% 2.43% 1.4% 1.68% 1.87% 1.46% 1.76%
2025/01/05 2.38% 4.58% 2.99% 1.92% 1.95% 1.54% 1.8% 1.72% 3.53% 1.58%
2025/01/06 2.27% 3.97% 2.61% 1.73% 1.61% 1.43% 1.5% 2.12% 3.17% 1.45%
2025/01/07 2% 4.4% 2.93% 1.73% 0.99% 1.18% 1.44% 1.68% 5.97% 1.13%
2025/01/08 2.14% 3.98% 2.65% 2.02% 0.98% 1.36% 1.54% 1.98% 3.21% 1.53%
2025/01/09 2% 3.92% 3.06% 1.74% 1% 1.31% 1.53% 2.21% 1.83% 1.44%
2025/01/10 1.92% 3.8% 2.58% 1.83% 0.95% 1.52% 1.87% 2.23% 1.87% 1.57%
2025/01/11 2.06% 4.02% 2.75% 1.81% 1.65% 1.43% 2.12% 2.22% 3.15% 1.47%
2025/01/12 2.1% 4.22% 2.89% 1.68% 1.48% 1.3% 1.44% 1.88% 2.92% 1.1%
2025/01/13 2.48% 3.98% 2.69% 1.86% 1.44% 1.46% 1.54% 1.65% 2.26% 1.21%
2025/01/14 2.53% 3.86% 2.84% 1.79% 0.55% 1.33% 1.54% 1.71% 3.84% 1.19%
2025/01/15 2.13% 3.94% 2.57% 2.02% 0.98% 1.39% 1.53% 1.98% 3.16% 1.51%
2025/01/16 1.99% 3.87% 2.94% 1.74% 0.99% 1.35% 1.52% 2.2% 1.8% 1.43%
2025/01/21 2.16% 3.87% 3.4% 1.69% 1.01% 0.97% 1.68% 1.81% 1.32% 1.06%
2025/01/22 1.96% 3.99% 2.8% 1.78% 1.14% 1.23% 1.58% 1.56% 2.58% 0.71%
2025/01/23 2.53% 4.14% 2.11% 1.78% 1.27% 1.08% 1.45% 2.04% 1.77% 1.05%
2025/01/24 2.3% 4.12% 2.19% 1.59% 1.15% 1.21% 1.32% 1.7% 3.92% 0.68%
2025/01/25 2.68% 3.97% 2.55% 1.72% 1.14% 1.24% 1.38% 2.27% 0.56% 1.11%
2025/01/26 2.99% 3.68% 2.13% 1.66% 1.56% 1.2% 1.76% 2.34% 0.77% 0.91%
2025/01/27 3.38% 3.48% 2.83% 1.84% 1.73% 1.28% 1.43% 2.06% 0.96% 0.66%
2025/01/28 3.17% 3.42% 2.57% 1.86% 2.05% 1.01% 1.21% 1.34% 2.08% 1%
2025/01/29 3.55% 3.64% 2.76% 1.87% 1.63% 0.98% 1.19% 1.2% 1.64% 0.97%
2025/01/30 3.1% 2.83% 3.01% 1.73% 1.7% 1.09% 1.08% 1.24% 1.09% 1.36%
2025/01/31 3.3% 3.07% 2.57% 1.56% 1.48% 1.36% 1.34% 1.24% 1.05% 1.01%

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Amazon’s PPC spend share started at 2.75% and ended at 3.30%, showing a steady increase. Lululemon began at 4.11% and dropped to 3.07%, indicating a decline. Gap’s share fluctuated, starting at 3.79% and closing at 2.57%. Michael Kors saw minor changes, beginning at 1.40% and ending at 1.56%. JCPenney’s share decreased from 1.74% to 1.48%. L.L.Bean’s share remained stable, starting at 1.31% and finishing at 1.36%. Temu’s share showed slight variation, beginning at 1.03% and ending at 1.34%. Nike’s share started at 1.54% and ended at 1.24%, showing a decrease. Shein’s share fluctuated significantly, starting at 3.71% and closing at 1.05%. Victoria’s Secret’s share decreased from 1.86% to 1.01%.

Market Exposure

Competitor Count for US Retail Apparel & Accessories

Ever wondered how many competitors you’re up against in your industry? Well look no further, here we can see the number of advertisers bidding over the last month. 

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Competitor Count - Last month
Date Competitor Count
2025/01/01 16637
2025/01/02 16126
2025/01/03 16557
2025/01/04 15889
2025/01/05 16074
2025/01/06 17062
2025/01/07 15816
2025/01/08 16565
2025/01/09 16857
2025/01/10 17219
2025/01/11 16828
2025/01/12 17119
2025/01/13 16707
2025/01/14 16681
2025/01/15 16565
2025/01/16 16857
2025/01/21 15327
2025/01/22 15524
2025/01/23 16383
2025/01/24 15255
2025/01/25 15276
2025/01/26 15293
2025/01/27 15912
2025/01/28 15689
2025/01/29 16488
2025/01/30 17582
2025/01/31 16548

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Advertisers fluctuated in January, peaking at 17,582 on the 30th, ending with 16,548.

Campaign Efficiency

Market Loss & Market Gains for US Retail Apparel & Accessories

Here we’re looking at the Top 10 biggest industry movers by market share gains and losses for the last 30 days.

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Market Loss & Market Gains - Last month
Name Market Trend
kay.com 1.16%
amazon.com 0.7%
kohls.com 0.69%
dsw.com 0.5%
macys.com 0.48%
victoriassecret.com -0.37%
coachoutlet.com -0.41%
forever21.com -0.67%
nike.com -0.69%
shein.com -0.77%

Copyright © Adthena. All rights reserved.

Kay.com surged with a 1.16 increase, while Shein.com dropped by 0.77. Amazon.com and Kohls.com also gained, contrasting with declines from Nike.com and Forever21.com.

Campaign Efficiency

US Retail Apparel & Accessories Share of Impressions

Take a look at the Top 10 competitors in the industry by Share of Impressions over the last month.

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Date amazon.com gap.com lululemon.com temu.com quince.com michaelkors.com fashionnova.com shein.com nike.com coachoutlet.com
2025/01/01 3.77% 3.98% 3.36% 1.47% 0.89% 1.17% 1.72% 1.98% 1.46% 1.84%
2025/01/02 3.94% 3.41% 4.07% 1.71% 1.14% 1.36% 1.56% 1.27% 1.42% 1.8%
2025/01/03 3.59% 3.19% 3.63% 2.14% 1.16% 1.4% 1.22% 1.73% 1.27% 1.88%
2025/01/04 3.09% 2.56% 3.84% 2.41% 1.26% 1.55% 1.61% 1.34% 1.59% 1.31%
2025/01/05 3.17% 3.18% 3.82% 2.61% 1.38% 1.69% 1.65% 1.63% 1.47% 1.03%
2025/01/06 3.03% 2.94% 3.32% 2.1% 1.21% 1.49% 1.62% 2.03% 1.84% 0.93%
2025/01/07 2.88% 3.14% 3.62% 2.13% 0.97% 1.51% 1.72% 3.43% 1.62% 1.2%
2025/01/08 2.89% 2.84% 3.23% 2.21% 1.01% 1.79% 1.5% 2.97% 1.83% 0.99%
2025/01/09 2.71% 3.33% 3.14% 2.18% 1.07% 1.53% 1.6% 2.45% 1.97% 1.5%
2025/01/10 2.61% 2.61% 3.06% 2.64% 1.14% 1.65% 1.51% 2.11% 1.99% 1.27%
2025/01/11 2.86% 2.68% 3.17% 3.06% 1.16% 1.61% 1.42% 2.63% 2.03% 1.22%
2025/01/12 2.86% 3.02% 3.35% 2.03% 1.25% 1.51% 1.44% 2.1% 1.66% 1.24%
2025/01/13 3.32% 2.8% 3.33% 2.2% 1.43% 1.71% 1.42% 1.33% 1.39% 1.41%
2025/01/14 3.4% 3.14% 3.21% 2.21% 1.55% 1.59% 1.31% 1.79% 1.38% 1.68%
2025/01/15 2.9% 2.74% 3.21% 2.2% 1.01% 1.79% 1.48% 2.94% 1.84% 1.02%
2025/01/16 2.72% 3.15% 3.12% 2.17% 1.08% 1.53% 1.58% 2.43% 1.97% 1.55%
2025/01/21 2.83% 3.99% 3.21% 2.58% 1.55% 1.54% 1.62% 1.05% 1.3% 1.91%
2025/01/22 2.58% 3.34% 3.56% 2.54% 1.58% 1.51% 1.68% 1.37% 1.12% 2.51%
2025/01/23 3.44% 2.15% 3.59% 2.19% 1.51% 1.58% 0.9% 1.12% 1.6% 1.65%
2025/01/24 3.2% 2.24% 3.85% 2.17% 1.47% 1.51% 1.06% 1.97% 1.37% 1.02%
2025/01/25 3.63% 2.35% 3.68% 2.12% 1.76% 1.53% 0.84% 0.7% 1.65% 1.11%
2025/01/26 4.1% 2.39% 3.29% 2.54% 1.36% 1.53% 1.29% 0.91% 1.74% 1.02%
2025/01/27 4.59% 2.94% 3.11% 2.09% 1.52% 1.71% 1.62% 1.19% 1.63% 0.92%
2025/01/28 4.34% 3.13% 2.82% 1.81% 1.26% 1.75% 1.63% 1.58% 1.05% 0.74%
2025/01/29 4.75% 2.83% 3.12% 1.72% 1.45% 1.74% 1.28% 1.49% 0.85% 0.71%
2025/01/30 4.1% 3.66% 2.49% 1.5% 1.2% 1.44% 1.39% 1.18% 0.93% 0.76%
2025/01/31 4.31% 2.98% 2.75% 1.9% 1.52% 1.38% 1.36% 1.16% 0.91% 0.76%

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Amazon’s impression share started at 3.77% and surged to 4.75% by month’s end. Gap fluctuated, peaking at 3.99% before settling at 2.98%. Lululemon saw a decline from 4.07% to 2.75%. Temu’s share rose initially, then fell to 1.9%. Quince showed steady growth, ending at 1.52%. Michael Kors remained stable, closing at 1.38%. Fashion Nova’s share dipped, finishing at 1.36%. Shein’s share varied, ending at 1.16%. Nike’s share decreased, closing at 0.91%. Coach Outlet’s share declined, ending at 0.76%.

Campaign Efficiency

Google Text Ad Copy Insights & Creative Trends for US Retail Apparel & Accessories

Ever wondered how your rivals’ ads are doing? Here we can see the top-performing ads in the industry over the last month.

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  1. 1
    American Eagle | Live Your Life In AE https://www.ae.com › ae › apparel

    From Tried & True Classic Looks To The Latest Trends, Your Style Awaits At American Eagle! Check Out What's New! Shop The Latest Tops, Bottoms...

  2. 2
    Old Navy® Official Site https://oldnavy.gap.com › shop › old_navy®

    Buy Online, Pickup In-Store — New Winter Arrivals Are Here. Bundle Up For Winter With Fresh Styles For The Whole Fam. Perfect Your Winter Outfit Rotation With New Cozy Stylish Looks Designed For Cold Days. Shop Winter Arrivals Now. Styles: New Arrivals, Women, Men, Kids, Baby.

  3. 3
    L.L.Bean | Official Site | Our Biggest Sale Of The Year https://www.llbean.com

    Save Up To 50% During Our Biggest Sale Of The Year! Online And In Stores At L.L.Bean. Shop L.L.Bean - Be an Outsider. Free Shipping With $75 Purchase. Types: Outerwear, Flannel, Bean Boots, Slippers, Outdoor Gear.

  4. 4
    SHEIN Official Site https://www.shein.com

    New style from SHEIN — Trying To Stay Cool & Comfortable? SHEIN's New Fashion Trends. Don’t Miss Out. Find your love...

  5. 5
    Victoria's Secret https://www.victoriassecret.com

    Shop The Official Site — Your Favorite Look Is Here & Waiting For You. Shop Bras, Panties & More. Something For Every Mood Or Outfit, We've Got You Covered. Brands We Love.

Copyright © Adthena. All rights reserved.

American Eagle, Old Navy, L.L.Bean, SHEIN, and Victoria’s Secret captivate with diverse themes. From American Eagle’s trendy styles to Old Navy’s winter coziness, L.L.Bean’s massive sale, SHEIN’s cool comfort, and Victoria’s Secret’s versatile looks, each ad uniquely entices shoppers.

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