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Digital Marketing

Ecommerce Content Evaluation: To Buy OR Not To Buy.

How did the big brands fare in the run up to graduation?

Graduation is a special day in someone’s life. For many graduates it represents the end of their educational journey and the start of their career. It is for many, the only day in their life that is truly about them; the obstacles they have faced, the friendships they have built and more importantly their achievements.

For me, having just recently graduated, it was the best day of my life to date.

From a young girl, I always knew I wanted to go to University. Whilst others around me dreamed of marrying a footballer, having a family, travelling the world, I dreamt of that cap and gown. I didn’t know what course I wanted to study or what career I wanted to pursue, just that I needed to go.


My school work experience came when I was 14 and I went to work with my godfather at a branding and marketing company. Since then every educational decision I have made has been towards a career within the marketing industry. And I achieved it!


Whilst getting ready for the big event, there is a lot of preparation!

The biggest thing is: “WHAT ON EARTH DO I WEAR!” As a woman the outfit I choose has to come second only to the outfit I choose for my wedding (So as you can imagine, the search proved pretty stressful).

As online stores are growing in popularity and with high street brands moving a majority of their collection online, there is more choice when it comes to buying clothes than ever before. Or so you would think, right?

The Overview.

After a bit of research I found that the most searched term relating to graduation outfits was ‘graduation dresses’ (no surprise there).

According to Google Adwords, there were 34, 010 searches for phrases including ‘graduation dresses’ in June 2017, in the United Kingdom alone. This demonstrates that there is a huge demand in the United Kingdom.

So, are the big retail brands taking advantage of this opportunity?

The Search.

When initially searching for ‘graduation dresses’ the results are promising, with three popular brands appearing in the top three positions of the search. However, it all changed when I delved deeper to see how relevant the landing page was in relation to the search term:

Surprisingly, Coast took the top spot from Misguided. Debenhams maintained its position within the top three (you go Glen Coco), however users may be put off by the fact that the landing page is named ‘Prom Dresses’ rather than ‘Graduation Dresses’ and New Look much like Misguided dropped off the top results page.

Lessons Learned.

An increasing amount of people are choosing to search online for their special events. Why? Because it is often a lot cheaper so people can purchase several outfits online for the same price as one outfit on the high street. Also, there is no reason to lie, people are lazy.

While brands and ecommerce platforms, such as Misguided and Pretty Little Thing have the pages in place to attract Google’s attention and place higher in the search results pages, but the content on these pages are not relevant to the needs of the user. This has resulted in various users looking elsewhere for this special occasion, either by heading down the more traditional route of physically shopping around or looking on the sites of independent ecommerce retailers. If the big brands and ecommerce retailers want to increase their revenue then they need to be aware of the changing patterns and capitalise on these patterns whilst they have the chance.


“If you would like to make your site more relevant to search terms then make the call to Apex Ecommerce, we will work with you to help build and manage your Adwords account so you can reach thousands of people in a matter of seconds.”


Chris Thomas


Chris Thomas

CEO & Founder

Chris has been at the forefront of eCommerce and a pioneer of online retailing since the early 00s. A 5-time Drapers Award winner, Chris has extensive experience in developing fashion brands online.

Chris founded Cake in 2016. Based in Birmingham, with offices nationwide, Cake specialises in helping fashion brands understand their market online and then helps to develop appropriate strategical direction to achieve their plan, all backed by his 20 years of operating in the retail market.