Not-so-fast fashion: slow websites costing leading fashion brands £1bn a year – Industry


Optimisation could earn the fashion sector £1bn more (Image: Fotolia)

Optimisation could earn the fashion sector £1bn more (Image: Fotolia)

Eight of the UK’s top 10 most popular online fashion retailers have non-optimised websites that are slow to load – costing them potentially billions of pounds a year in lost revenue.


A study by digital agency Clicky Media reveals that Missguided could earn almost £166m extra on top of current revenue by reducing site speed by 0.8 seconds, while Nasty Gal could earn a possible £247m more with the same time reduction.


I Saw it First could make increases of just under £297m by halving its slow 4-second load time. Even more drastically, MatchesFashion is missing out on a potential £341m in 2021 because its website has double the recommended 2-second load time.


Interestingly, boohoo – which logged record sales for the year to February 2021 – doesn’t feature in the list, showing that not only is it dominating online fast fashion, but that it has got its site sorted.


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