"Most (53.7%) visits to US fashion and apparel websites came from direct traffic between July 2024 and June 2025, per an August SimilarWeb report."
"Traffic on US fashion ecommerce sites has suffered recently, with Nike and Nordstrom Rack seeing a 20% YoY dip in June, per an August Similarweb report. US apparel brands saw a higher ROAS on search ($12.0) than social ($8.7) in Q1 2025, per a March Cart.com report."
"Marketers can use this chart to prioritize building a strong brand identity through campaigns, awareness drivers, or other forms of top-of-funnel advertising that drives direct traffic."
Between July 2024 and June 2025, 53.7% of visits to US fashion and apparel websites originated from direct traffic. Traffic on US fashion ecommerce sites declined recently, with Nike and Nordstrom Rack experiencing a 20% year-over-year drop in June. US apparel brands achieved higher return on ad spend on search ($12.0) than on social ($8.7) in Q1 2025. Marketers can prioritize building strong brand identity through campaigns, awareness drivers, and other top-of-funnel advertising to increase direct traffic. Emphasizing owned channels and first-party relationships such as email, apps, and direct site experiences can support sustained direct visit growth.
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