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Online Fashion: Footwear Category Overview Q4 2014

User Interest in Category • Query dynamics •  User interest growth in category •  User interest growth forecast •  User interest on online shopping in regions •  User interest in Moscow, Saint-Petersburg vs. regions •  User interest in Russia vs. CIS

User Interest in Category Queries related to the scope of clothing and shoe shopping make about 0.5% of the total Yandex queries.

Wordstat.yandex.ru statistics, Oct ‘2012 – Sep ‘2014

Category queries share in total amount of Yandex queries Query distribution by segments within the category

Queries on clothes are the most popular in the category. They made up more than 60% of all category queries for last 12 months.

4% Clothes

Accessories

Underwear

380,505,344 365,617,026

5,000,000

10,000,000

15,000,000

20,000,000

25,000,000

30,000,000

35,000,000

40,000,000 20

Category Dynamics

Wordstat.yandex.ru statistics, Oct 2012 – Sep 2014

In the last 12 months user interest in clothing and shoe shopping went down by 4%

Oct 2012 – Sep 2013 Oct 2013 – Sep 2014

365,617,026 354,582,122

5,000,000

10,000,000

15,000,000

20,000,000

25,000,000

30,000,000

35,000,000

40,000,000 20

Category Dynamics Forecast

The whole interest in category (clothing, shoes, accessories) is expected to fall by 3% in 2014-2015.

Oct 2013 – Sep 2014 Oct 2014 – Sep 2015

224,454,225 218,495,113

5,000,000

10,000,000

15,000,000

20,000,000

25,000,000

30,000,000 20

Category Dynamics Forecast (Clothing)

Queries on clothing made up more than 60% of all category queries. That is the main reason for similarities in trends of user interest in the clothing category and the entire category “Clothing, shoes, accessories”. From October 2014–September 2015, growth rate is expected to be -5% (as seen in the drop in the entire “Clothing, shoes, accessories” category).

Oct 2013 – Sep 2014 Oct 2014 – Sep 2015

36,523,280

42,290,739

1,000,000

2,000,000

3,000,000

4,000,000

5,000,000 20

User Interest Growth in Online Shopping

Growth of queries connected with user intent to buy online exceeds user interest growth rate in category overall: +16% vs. -3% (in total).

Oct 2012 – Sep 2013 Oct 2013 – Sep 2014

13,855,583

15,646,662

Shoes query dynamics (intent queries)

Oct 2012 – Sep 2013 Oct 2013 – Sep 2014

400,000

800,000

1,200,000

1,600,000

2,000,000

2012 Nov Dec 2013 Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec 2014 Feb Mar Apr May Jun Jul Aug

Query Dynamics within Category

10,000

15,000

20,000

25,000

30,000 20

User interest in clothes and shoes experience more significant seasonal changes than accessories or underwear.

Clothes Shoes Accessories Underwear

User Interest Growth Dynamics

The growth rate of the amount of queries in category (Impressions by quarters)

Russia CIS

Moscow and St.-Petersburg Russia (except Moscow and St.-

Petersburg)

There was a significant decline of user interest in the category during the 2nd quarter of 2014. For comparison, the decline of category in Q2 2013 in Russia is -15% vs. -22% in Q2 2014. CIS: -19% (Q2 2013) vs -21% (Q2 2014).

n Q4 2013 n Q1 2014 n Q2 2014 n Q3 2014

Interest towards Category in Regions: CIS, Russia

130% 20

The fastest growth of user interest in clothes and shoes is in CIS region. The growth of the category is quite steady in Russia but more rapidly in regions.

CIS Russia (except Moscow and St. Petersburg) Moscow and St. Petersburg

Interest towards Category in Russian Regions

Share of queries from users in the regions with the highest internet penetration (Moscow and Moscow region, St. Petersburg and the Leningrad region) is gradually reducing. The audience is steadily being reallocated in favor to the regions.

57% 59% 58% 56% 57% 59% 59% 57%

43% 41% 42% 44% 43% 41% 41% 43%

Winter 2012-2013

Spring 2013 Summer 2013 Autumn 2013 Winter 2013-2014

Spring 2014 Summer 2014 September 2014

Moscow and St. Petersburg Russia (except Moscow and St. Petersburg)

Volga reg. – 12% of queries Reg. popularity – 80%

Regional Popularity

North-West – 10% of queries Saint-Petersburg – 7% of queries Reg. popularity – 104%, 115%

CIS – 17% of queries, Reg. popularity – 129%

South – 5% of queries Reg. popularity – 77%

Central district – 41% of queries Moscow – 33% of queries, Reg. popularity – 138%, 161%

Ural – 6% of queries Reg. popularity – 88%

Siberia – 7% of queries, Reg. popularity – 82%;

Far East – 1% of queries Reg. popularity – 76%

Wordstat.yandex.ru statistics, Oct 2014

There is a fairly large margin of interest growth in Russian regions. The majority of traffic on clothing and shoe shopping comes from the Central region. Thus, in Moscow popularity rate is 161%, whereas in most other Russian regions it is 80–100%.

Online Fashion Retailers Brand Dynamics

•  User interest in Russian online fashion retailers •  User interest in International online fashion retailers

Online Fashion Retailers Dynamics

For the last 12 months, interest in local online retailers has increased by more than 1,2 times. As a result, in September, their share has exceeded the share of interest in international retail sites. The shift was caused by changes in popularity among brand leaders: user interest growth to Wildberries, Lamoda and drop in interest to Bonprix.

4,000,000

8,000,000

12,000,000

16,000,000

20,000,000

24,000,000

28,000,000

Russian online stores International online stores

Oct 2012 – Sep 2013 Oct 2013 – Sep 2014

Online retailers share, September 2014

User interest Dynamics (based on retailers brands statistics)

36% -6% 56% 44% Russian

International

Online Fashion Retailers Brand Dynamics

2012 Nov Dec 2013 Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec 2014 Feb Mar Apr May Jun Jul Aug Sep

Wildberries

Lamoda

Bonprix

Quelle

Sapato

Kupivip

La Redoute

Butik.ru

Online Fashion Retailers Popularity (Top-15 brands)

(based on data for the last 12 months)

Russian online retailers International online retailers

Online Fashion Retailers Popularity (Positions 15–28)

(based on data for the last 12 months)

20,000

40,000

60,000

80,000

100,000

120,000

140,000

Russian online retailers International online retailers

Brand Dynamics of Russian Online Retailers

Wildberries

Lamoda

Sapato

Kupivip

Butik.ru

Brand-in-trend

Boutique.ru

Trendsbrands

Variation in User Interest in Russian Online Retailers

-34% +7%

+27% +40% -32% -20% 0

10,000

12,000

14,000

Wildberries Lamoda Sapato Kupivip Butik.ru Z95 Brand-in-trend Boutique.ru Trendsbrands

Oct 2012 – Sep 2013 Oct 2013 – Sep 2014

Brand Dynamics of International Online Retailers (Top-9 brands)

Bonprix

Quelle

La Redoute

Klingel

NET-A-PORTER

Brand Dynamics of International Online Retailers (Positions 9-19)

10,000

15,000

20,000

25,000

NET-A-PORTER Shopbop Wenz 3suisses Zappos Luisaviaroma Saks Fifth Avenue Matches Fashion Revolveclothing Mytheresa Farfetch

Variation in User Interest in International Online Retailers (Top-9 brands)

-16% +47%

+10% -11% +24%

+21% +18% 0

Bonprix Otto Quelle Asos Witt La Redoute Yoox Klingel NET-A-PORTER

Oct 2012 – Sep 2013 Oct 2013 – Sep 2014

Variation in User Interest in International Online Retailers (Positions 9-19)

+13% +10% +103% +60%

+143% +77%

50,000

100,000

150,000

200,000

Oct 2012 – Sep 2013 Oct 2013 – Sep 2014

Shoes: Assortment Analytics

•  User interest dynamics in shoes for men, women and kids

•  Interest distribution by types of shoes •  Interest seasonality

Generic query dynamics of shoes

The biggest interest to footwear is observed in spring and autumn. The number of search queries on children's and women's shoes is two times higher than on the men's.

100,000

200,000

300,000

400,000

500,000

600,000

700,000

Women’s Kid’s Men’s

Interest distribution by kinds of shoes (based on statistics for the last 12 months)

Top-3 the most popular search queries are for sneakers, high boots and pumps, which make up almost 70%.

21% 15%

3% Sneakers - 30,2%

High boots - 21,2%

Pumps - 15,1%

Boots - 12,5%

Sandals - 5,3%

Flats - 3,6%

Uggs - 3,3%

Ankle boots - 1,9%

Ballet flats - 1,9%

Felt boots - 1,5%

Other - 3,4%

Types of shoes query dynamics

200,000

400,000

600,000

800,000

1,000,000

1,200,000

1,400,000

1,600,000

200,000

400,000

600,000

800,000

1,000,000

1,200,000

1,400,000

1,600,000

Demi-season Seasonality

Sneakers Pumps Flats Ballet Flats

High Boots Ankle Boots

50,000

100,000

150,000

200,000

250,000

300,000

350,000

400,000

450,000

500,000

100,000

200,000

300,000

400,000

500,000

600,000

700,000

Types of shoes query dynamics

Winter Seasonality

Boots Uggs Felt Boots Hessian Boots

Sandals

Flip Flops

Summer Seasonality

Interest Seasonality in Shoe Segment

Main growing segments (by seasons)

The greatest increase of interest to the shoes segment is in autumn: interest becomes 1,6 times higher than in spring and more than 26 times higher than in winter. There is the decline of interest almost of all types of shoes in summer.

Growth of interest in autumn Growth of interest in winter Growth of interest in spring

Autumn Winter Spring Summer Jackets Dresses Sneakers Backpacks

Down coats Suits Swimsuits Rompers & Jumpsuits

Coats Tops Sandals Down coats

Suits Bags Pumps

High boots Skirts Raincoats

Hats Swimsuits Bags

Knitwear Shirts Tops

Rompers & Jumpsuits Jeans

Boots Shorts

Scarves Skirts

Vests Flats

Hosiery

Parkas

Dresses

Season Popularity of Destinations

Wordstat.yandex.ru statistics, Dec ‘2012 – Feb ‘2014

Clothing Shoes Accessories Underwear

Mass Segment

Top-20 popular mass shoe brands (based on statistics for the last 12 months)

10,000

12,000

14,000

Query dynamics of Top-10 mass brands

Undisputed leaders over the last 2 years are Nike and Adidas. 3rd place, depending on the month, divided between brands Incity, Reebok and Ecco.

200,000

400,000

600,000

800,000

1,000,000

1,200,000

1,400,000

1,600,000

Adidas Nike Ecco Reebok Incity Mango Puma Oodji Zara Stradivarius

Change of interest to mass brands

Oct 2012 – Sep 2013 Oct 2013 – Sep 2014

+14% -9% +7% -28%

+3% -4% +90% +45%

10,000

12,000

14,000

16,000

Adidas Nike Incity Reebok Ecco Oodji Puma Mango O'stin Converse

Regional User Interest in Segment

Regional popularity: shoes Top 20 cities with the biggest number of queries for shoes

High regional popularity is observed in the cities of the CIS, especially in Ukraine.

Regional affinity

Russia vs. CIS: Shoes

Russia CIS Share by Type of Shoe

21% 15%

3% 2% 2%

2% 4% Sneakers High boots

Pumps Boots

Sandals Flats

Uggs Ankle Boots

Ballet flats Felt Boots

Flip Flops Other

20% 16%

3% 2% 2%

80% 90% 88% 87% 85% 85% 83% 82% 81% 80% 79% 79% 78% 77% 75% 75%

20% 10% 12% 13% 15% 15% 17% 18% 19% 20% 21% 21% 22% 23% 25% 25%

TOTAL Low Boots Low Shoes Felt boots Clogs Uggs Ankle boots Boots High boots Hessian boots

Flats Sneakers Pumps Ballet flats Sandals Flip Flops

Russia CIS

Regions vs. Capitals: Shoes Moscow, St. Petersburg (with regions) Russian Federation: regions Share by Type of Shoe

21% 14%

4% 2% 2%

2% 4% Sneakers High boots

Pumps Boots

Sandals Flats

Uggs Ballet flats

Felt Boots Ankle Boots

22% 16%

3% 2% 2%

49% 63% 59% 57% 56% 56% 55% 54% 54% 53% 51% 49% 48% 48% 45% 44%

51% 37% 41% 43% 44% 44% 45% 46% 46% 47% 49% 51% 52% 52% 55% 56%

TOTAL Low Boots Flip Flops Hessian boots

Low Shoes Felt boots Clogs Uggs Ballet flats Flats Boots Sandals Sneakers High boots Pumps Ankle boots

Moscow & St.Petersburg Russian Federation: regions

Competitive Landscape

Segment dynamics

Yandex data. September 2014

2011 Mar May Jul Sep Nov 2012 Mar May Jul Sep Nov 2013 Mar May Jul Sep Nov 2014 Mar May Jul Sep

Expenditure Number of advertisers CPC

Expenditure dynamics

8,000 20

Click dynamics – Direct.Search

10,000

12,000

14,000

16,000

18,000

20,000 20

Click dynamics – Content sites

10,000 20

Average CPC

Click share – Search vs. Content

Quarterly data: Q3’14

Clicks from content sites

Clicks from search sites

The use of content sites – dynamics

Click share by regions

59% 58% 50%

Moscow Saint-Petersburg Regions

Other Advertiser

Click share by sites

Quarterly data: Q3’14

55% 58% 58%

Search Context sites Direct - all sites

Other Advertiser

Clicks distribution by regions

Apr May Jun Jul Aug Sep Moscow Saint Petersburg Other areas

Average CPC by positions

Apr May Jun Jul Aug Sep

SHOES(Premium placement) SHOES (Guaranteed placement)

Yandex International Business Development ussales@yandex-team.ru +1 617 398 7870

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