Special Report Top 11 Apparel Brands on Social PRESENTACIÓN JULIOMedia 2014 January 2015
Target The purpose of this report is to compare the global social media profiles of the 11 most successful Apparel Brands regarding their turnover volume. The report aims to analyse and identify their strategies and actions regarding social media.
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Analysed Apparel Brands
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Top 11 Apparel Industry's KPIs - January 2015
Industry Unique Audience:
Industry Unique Audience:
Industry Unique Audience:
131,939,563
16,948,761
845,842
Average # of Posts:
Average # of Posts:
Average # of Posts:
56
623
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Average Engagement Rate (ER) per Post:
Average Engagement Rate (ER) per Post:
Average Engagement Rate (ER) per Post:
1,462
181
120,843 4
Top 11 Apparel Brands - Benchmark: Source Alianzo Analytics
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Facebook is the most important Social Network for Apparel Brands AUDIENCE ● ●
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This industry brings together more than 131,939,563 (among the top 11 brands). AMAZING! THINK ABOUT MONEY! Victoria's Secret, Zara and H&M gather almost 56% of the audience, making a big difference with respect to the other leading brands. THESE BRANDS RULE THE MARKET ON FACEBOOK! The main audience in this industry are women.
CONTENT ●
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Apparel Brands are not very active in content generation on their profiles, with an average of 2 posts/month. FANS DEMAND MORE ACTIVITY! Abercrombie & Fitch stands out as the most active brand, publishing a volume of content 2.5 times higher than the average. In general, Apparel Brands focus their content strategy on links to their products to try to sell online.
ENGAGEMENT ●
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The average industry engagement is 69,955 interactions per month. This is the number of interactions that users make per month. GREAT ENGAGEMENT! 2,332 INTERACTIONS PER DAY! Victoria's Secret achieves the best engagement results per month with 301,496 interactions. QUADRUPLICATES THE ENGAGEMENT!
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The United States and Mexico are the countries where the main audience is ● ● ● ●
The main countries for the two leading brands (Victoria's Secret and Zara) are The United States and Mexico. The average fan is an American Woman. Victoria's Secret talks about: photos of their clothes to buy online, events, photos of famous models and spots. Zara talks about: their campaigns and photos of their clothes to buy online.
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Spots, Photos of Events and Apparel achieve the best result of engagement 1. Victoria's Secret (59,788 interactions)
3. GAP (40,329 interactions)
4. Abercrombie & Fitch (35,964 interactions)
2. Calvin Klein (680,644 interactions)
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Top 3 Apparel Brands on Facebook – January 2015
AUDIENCE
1º
2º
3º
CONTENT
ENGAGEMENT
INTERACTIONS / CONTENT
INTERACTIONS / MONTH
1º 1º
1º
2º
2º
3º
3º
2º
3º
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Top 11 Apparel Brands - Benchmark: Source Alianzo Analytics
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Twitter is the social network where Apparel Brands are more active ●
Uniqlo does not have a global profile on Twitter.
AUDIENCE ● ●
The Top 11 Apparel Brands have a unique audience of 16,948,761 unique users. Victoria's Secret and H&M bring together a 61% of the audience, gathering more than half of the market. WHAT ACTIVE BRANDS!
CONTENT ● ● ●
Apparel brands publish an average of almost 21 tweets per day. Next comes the most active brand with 3,153 tweets/month. 5 TIMES HIGHER THAN THE AVERAGE! In general, Apparel Companies use customized hashtags, mentions of people related to the brand and photos of events with famous people.
ENGAGEMENT ● ●
The average engagement generated per month in this industry is 31,879 interactions/month. Victoria's Secret has the highest engagement per month (196,281 interactions/month), although they are not the ones who tweet most (Next). GREAT JOB VICTORIA'S SECRET!
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1. Calvin Klein (184,431 interactions)
Photos with famous people get the best engagement result 3. Next (2,656 interactions)
4. Ralph Lauren (2,280 interactions)
2. Victoria's Secret (5,420 interactions)
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Top 3 Apparel Brands on Twitter – January 2015
AUDIENCE
1º
2º
3º
CONTENT
ENGAGEMENT
INTERACTIONS / CONTENT
INTERACTIONS / MONTH
1º 1º
1º
2º
2º
3º
3º
2º
3º
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Top 11 Apparel Brands - Benchmark: Source Alianzo Analytics
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YouTube generates the best engagement on the Apparel Industry ●
Uniqlo does not have a global profile on YouTube.
AUDIENCE ●
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The unique audience reached by the Top 11 Apparel Companies in the Apparel Industry is 615,414 unique users. Victoria's Secret is the brand with the biggest audience, gathering a 73% of the total market. AWESOME! PEOPLE LOVE THEIR CHANNEL!
CONTENT ● ●
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The average content generated per month on YouTube is 3 videos. There are brands such as Abercrombie & Fitch, Zara and American Eagle Outfitters that do not upload any videos. The brands that more videos upload is Victoria's Secret with 13 videos. Their video contents includes: interviews with top models, spots and workout videos.
ENGAGEMENT ●
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The average engagement content is 845,842 interactions per month. This data indicates those interactions made by users with content posted by Apparel Brands. GREAT! THE BEST RESULT OF ENGAGEMENT Calvin Klein gets the highest engagement with 5,084,686 interactions per month, in spite of not being the most popular brand. WELL DONE CALVIN KLEIN!
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Famous people and Events research were the most viewed video topics 1. Calvin Klein (2,194,890 views)
2. Victoria's Secret (1,872,152 views)
3. Tommy Hilfiger (25,605 views)
4. Ralph Lauren (1,445 views)
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Top 3 Apparel Brands on Youtube – January 2015
AUDIENCE
1º
2º
3º
CONTENT
ENGAGEMENT
INTERACTIONS / CONTENT
INTERACTIONS / MONTH
1º 1º
1º
2º
2º
3º
3º
2º
3º
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Conclusions ● ● ● ●
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Facebook is the most important social network for the Apparel Industry with almost 132 million unique users. Victoria's Secret, Zara and H&M gather the 54% of the total audience. Apparel Brands are not very active in generating content on their profiles, with an average of 2 posts/month. In general, Apparel Brands focus their content strategy on links to their products to try to sell online.
Twitter is the social network where Apparel Brands publish more. Next comes the most active brand with an average of more than 100 tweets per day. Being the most popular brand (Victoria's Secret) does not mean being the one with the best engagement (Calvin Klein). Photos with famous people achieve the best engagement result on Twitter.
Youtube generates the best engagement in the Apparel Industry. Victoria's Secret captures the 73% of the total unique audience. The main published content includes: interviews with top models, spots and workout videos.
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GOOD PRACTICES
BAD PRACTICES
Victoria's Secret generates a lot of content on all of their social networks.
Zara, GAP, Abercrombie & Fitch and American Eagle Outfitters do not upload any video on Youtube. This network is very important for a good social media strategy in order to have your own online TV and promote your products.
Apparel Brands usually use customized hashtags. These items create generated memories. Fashion Brands use Pinterest, Instagram and Google+ in their social media strategy. All brands use a lot of apparel photos in their content strategy. It is also helpful to use tips to facilitate dressing.
Mistery Shopper: the rest of the apparel brands should improve their customer care, as they do not reply to user enquiries.
*Mistery Shopper: Victoria's Secret, H&M and Zara answer very well to user enquiries. The quality of their responses is perfect. *Mistery Shopper: We have analysed the degree of real interaction between Apparel Brands and their customers/followers. We have used real profiles on various social networks. 19
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METHODOLOGY Analysed Period: From 01/02/2015 to 02/02/2015 (1 month) Criteria The analysed profiles have been those that have a global appearance (they do not refer to a specific country) and whose main language is English. Sources - http://www.retail-index.com/Sectors/FashionClothingRetailersinEurope.aspx - http://www.fastretailing.com/eng/ir/direction/position.html - http://www.mbaskool.com/fun-corner/top-brand-lists/9879-top-10-apparel-brands-in-the-world-2014.html?limitstart=0 - www.alianzo.com ● ●
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