AIFF Apparel is an independent clothing brand, that predominantly sells online via their website www.AIFFApparel.com. For a 2014 start up it has a fairly strong social media presence with thousands of followers on sites such as Twitter, Facebook and Instagram. It’s fairly difficult to find AIFF Apparel via Google, due to the mass of competitors the brand has. However, some keywords that could be used to describe the brand would be:

• Independent
• Urban
• Clothing
• UK
• London

These terms have a huge search volume, so it’s important to identify the terms that will yield the best results.

• 1,500,000 results: independent, mens, clothing, UK
• 11,500,000 results: independent, mens, clothes, London, online.

In order to determine the optimal keywords to use, research was required to determine some of the market leaders in the areas and their use of keywords. It should be noted that a huge portion of AIFF Apparels sales have been men so far, so looking at brands such as Urban Outfitters, Asos and Route One may give some better insight as to the trends in this area:

• Asos: discover, latest, largest online, fashion, offers
• Urban Outfitters: discover, mens, latest, fashion, UK, 1000’s of offers,
• Size?: offering, designing, casual
• Route One: offers, huge selection
• Obey: important, urban phenomenon, culture
• Brixton: culture
• Stussy: fresh

To be continued..