Moss Mania hits as Topshop.co.uk becomes second most visited clothing store website

London, 2^nd May  Hitwise, the leading online competitive intelligence service, today reports that the "Moss mania" currently sweeping the UK culminated in www.topshop.co.uk achieving its highest rank and share of visits of the past year.

The website ranked #2 among Apparel and Accessories websites and #138 among all UK sites, exceeding its previous high of #238 on 26^th December 2006. UK visits to www.topshop.co.uk more than doubled in the past two days as the Kate Moss collection for Topshop finally went on sale, with demand on the Topshop website so high that the Kate Moss collection reportedly sold out in just 12 hours.

To avoid the hysteria of the recent Primark store opening and subsequent riot, Topshop made the Kate Moss collection available online from 4am on the 1st May, the morning after the collection was unveiled to fashionistas desperate to get their hands on the collection at its flagship store on Oxford Street. Visits to the Kate Moss collection website, www.katemosstopshop.com, saw a 6-fold increase in market share of visits in the past two days and yesterday the microsite ranked at #13 in the Apparel & Accessories category, up from #83 two days earlier.

The #1 website visited after Topshop.co.uk yesterday was the website for the Kate Moss collection, receiving almost one in five (18%) visits from Topshop.co.uk. The #2 downstream site was eBay UK, as shoppers looked to make vast profits from the latest must-have fashion items. 

Top Apparel and Accessories websites by share of UK visits, 1^st May

About Hitwise

Hitwise is the leading online competitive intelligence service. Only Hitwise provides its 1,200 global clients with daily insights on how their customers interact with a broad range of competitive websites, and how their competitors use different tactics to attract online customers.

Since 1997, Hitwise has pioneered a unique, network-based approach to Internet measurement. Through relationships with ISPs around the world, Hitwise's patented methodology anonymously captures the online usage, search, and conversion behaviour of 25 million Internet users. This unprecedented volume of Internet usage data is seamlessly integrated into our easy to use, web-based service, designed to help marketers better plan, implement, and report on a range of online marketing programs.

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