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UK searches for "crocs" have increased 8-fold in the past 3 months, and have taken the #1 spot as the most searched for fashion item. The share of UK Internet searches for "crocs" is up from a base of zero in the same week in 2006. We on the research team at Hitwise like to monitor the preferences of consumers using search data.
When it comes to fashion, we are often disappointed (as we were with Ugg boots in the winter). This Spring is no exception with Crocs shoes topping the list of the most searched for fashion items in the week to 14th April 2007.
Other products in the Top 10 showing an increase in 2007 are "birkenstock" and "sunglasses", with each doubling their share of searches year-on-year.
We have been blessed with warm weather of late and this is no doubt a key driver of searches for Crocs, Birkenstocks and sunglasses. Consumers looking to update their summer wardrobe are turning to the web and Crocs have become the must-have fashion item for spring.
The makers of the garish plastic shoes have diversified and a look at the top search terms containing the word "crocs" reveals the most popular styles are "disney crocs", "cayman crocs", "mary jane crocs" and "athens crocs".
Search marketers may be interested to know that the top recipients of traffic from the search term "crocs" are not the websites of large chain shoe stores. The number one recipient of traffic is www.lookatmycrazyshoes.com, based in Somerset, with 80% of the site's traffic coming from variations of searches for "crocs" and 79% the site's search traffic coming from paid-for links. Second the Crocs official website www.crocs.com and the third highest recipient of traffic is www.rubbersole.co.uk
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