Nike Tops Product Data Health in Fashion and Lifestyle Category

The product data health of Nike has a 42% average score based on the last 90 days, so Nike tops the product data health in the Fashion and Lifestyle category. There is still a lot to improve for all brands in this category. For example, Reebok has the most product downloads, but its data health score is low at 31%. For other brands like Adidas (39%), Under Armour (35%), and Lacoste 40%), the completeness scores are better. More improvements can be made regarding mandatory specs, high-res images (1000x1000px), and rich media.

Generally, the score depends on the completeness of all the brand’s product data sheets. Completeness is based on scores for various data elements such as specs, marketing texts, product images, videos, animations, PDFs, X-sell, and enhanced product stories. In general, more complete product data sheets are appreciated by retailers and helpful for consumers to make better buying decisions.

Of the five brands, Adidas has the most connected retail platforms (10). But Niks has the most active products, over 41,000. On the other hand, Adidas products cover a wider variety of categories (95). All brands in this category have an average review score of 31% to 42%.

Data health boosts conversion

Why does data health matter? Based on research from toy brand LEGO conversion rates benefit from better product content. In another study for Disney, the same was found. Similar observations are made about adding relevant product reviews during a consumer’s buying journey.

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