Research by TextMaster and Similar Web has revealed where traffic to fashion websites in Europe is coming from. The study found that search traffic was most popular in the UK and France, where it accounted for 42% and 39% of all traffic to fashion websites. In contrast, direct traffic was most popular in Germany, where it accounted for 36% of all traffic. Referral traffic was fairly similar across all countries studied, accounting for around a fifth of all traffic. Display ads were most effective in Italy, where they accounted for 11% of all traffic to fashion websites. In Germany, the UK and France display ads were much less effective, accounting for only around 5% or less of traffic. Traffic from social media was similarly low, and traffic from emails was negligible. Looking at the fashion websites themselves, the research revealed different preferences across the countries. Zalando was the most popular fashion website in Germany and Italy, with Next taking the top spot in the UK and La Redoute coming top in France.