It’s fashion season! Today, all eyes turn to New York for the semi-annual Mercedes Benz Fashion Week kick-off. Emerging, high-end designers claim their spot on the runway and leverage the power of social media to connect with their audience bringing them closer to the public eye than ever before. But, what about mass market brands like H&M, Banana Republic, Kate Spade, and Forever 21?
In the weeks leading up to one of the biggest fashion events in the world, we conducted thorough research and monitored 10 top US retail brands (e.g. Victoria’s Secret, H&M, Forever 21, Topshop, and Gap) for one month to uncover which ones generate the most buzz and engage the most with their community.
Which fashion retail brand captured the most buzz?
Let’s find out right away in our key findings!
1. Victoria’s Secret Dominates Fashion Social Media Chatter
From the end of December through the third week of January, Victoria’s Secret accounted for nearly 3.5 million of the roughly 8 million fashion-focused social mentions. Forever 21 came in second racking up about 1.9 million mentions.
2. Instagram Leader of All Social Networks
Without a doubt, the image-based social network Instagram is the ultimate place for fashionistas and fashion brands to connect with each other. Of the roughly 8 million fashion-focused social mentions recorded, 6.4 million mentions about the fashion brands occurred on Instagram.
Victoria’s Secret Instagram account managed to seize quite a lot of attention from the fashion scene. The retail brand dominates our entire top 3 of posts with the most engagement!
3. Women & Mobile Rule the Fashion Talk
It won’t come as a surprise that women dominate the conversation around top brands. The whirlwind of social chatter came mostly from a mobile device, with just 19% of people using the traditional web to talk about their beloved fashion brands. The only exception was Levi’s, who caters more to a male audience compared to the other 9 fashion brands, that racked up 52% of male mentions.
When it comes to location, the US, Canada, and the United Kingdom complete the top 3.
4. Forever 21 Tops Social Media Engagement Charts
Our research puts Forever 21 forward as the leader in social media engagement compared to the other fashion brands. With a social media response time of an astonishing 19 minutes, Forever 21 leaves all other brands behind and tops the engagement charts.
Take a close look at our infographic below and discover more, in-depth findings of our Fashion Retailers Social Media Report!