American Fashion Retail Brands Make it Big on Social Media
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Social Media Analysis of Top 20 Fashion Retailers in US March-April 2015 Source: http://styleblog.ca/2013/08/02/zara-woman-fall-2013-ad-campaign/
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Transcript of American Fashion Retail Brands Make it Big on Social Media
Social Media Analysis of Top 20 Fashion Retailers in USMarch-April 2015
Source: http://styleblog.ca/2013/08/02/zara-woman-fall-2013-ad-campaign/
One of the highest percentage
of Customer engagement is
maintained by Lululemon
Athletica on Facebook
Highlights of the top fashion retailers in US
Victoria’s Secret, one of the
most socially active fashion
retail brand in US has a very
wide fan base on YouTube
Highest percentage of
followers for Victoria’s Secret
is on Twitter
15% of the Facebook users are
Walmart fans and make it the
highest share holders of
Facebook fans among top 20
fashion retailers in US
Walmart has the highest
number of videos added in
the last month which shows
that Walmart is really serious
about maintaining
communications through
their YouTube channel
Shoptiques a new online
retailer has a considerably
high customer engagement
on social media in spite of
having very few followers of
Facebook and Twitter
-10000
0
10000
20000
30000
40000
50000
-5 0 5 10 15 20 25
Num
ber
of
engagem
ents
by
Custo
mer
on F
acebook
Number of Fans in million on Facebook
Engagement by each Fashion Retailer on Facebook
Series1
Michael Kors
JC Penney
Sephora
Hollister Co
Macy's
Nordstrom
Urban outfitters
GUESS
Lululemon Athletica
Net-a-Porter.com
Victoria's Secret
Kohl'sH&M
Shoptiques
TargetZara
J Crew
Forever 21Bloomingdale's
Bubble size indicates
the % of engagement in
Nordstrom has the highest percentage of engagement on
Facebook among top 20 Fashion Retailers in US
Michael Kors ranks
highest in the
number of
customer talking
about it
Shoptiques a start-
up, online Fashion
retailer has higher
percentage of
customer
engagement
compared to bigger
retailers such as
Zara, Guess and
Forever 21
Share of fans on Facebook
lululemon athletica
1%
Sephora3%
JCPenney2%
NET-A-PORTER.COM
1%
Walmart15%
Michael Kors8%
GUESS3%
Bloomingdale's0%
Hollister Co.5%
Shoptiques0%
ZARA10%Target
10%
H&M10%
Kohl's5%
Victoria's Secret12%
Forever 215%
J.Crew1%
Nordstrom1%
Urban Outfitters1%
Macy's6%
• Nordstrom being one of the biggest Fashion
retailer in terms of revenue has only 1%
engagement on Facebook
• Shoptiques has a good percentage of customer
engagement , but has a long way to go in terms
of total fan following
Rank Fashion Retailers Number of fans on Facebook
1 Walmart 32815947
2 Victoria's Secret 25556925
3 Target 22549831
4 ZARA 22532874
5 H&M 21711467
6 Michael Kors 16220859
7 Macy's 13955977
8 Hollister Co. 11751472
9 Forever 21 10836410
10 Kohl's 10798283
11 GUESS 6185480
12 Sephora 6004239
13 JCPenney 4755285
14 Nordstrom 3030472
15 Urban Outfitters 2016651
16 J.Crew 1356411
17NET-A-
PORTER.COM1277691
18 lululemon athletica 1123022
19 Bloomingdale's 367962
20 Shoptiques 32055
Percentage of Facebook fans
*The list contains the facebook fans count for both fashion centric
brands and retailer brands selling fashion products
Nordstrom has high customer support and number of
customer likes on every post they make
High number of people like
Nordstrom because of
continuous engagement of
Nordstrom with customer
Nordstrom immediately
replies to customer requests
and queries thus ensuring
that customer is never left in
any doubt – main reasons for
Nordstrom’s popularity
Michael Kors has high customer engagement ,though
not so many likes
High number of customer
engagement as the customers
engage in conversations over
the new collections by Michael
Kors
Sephora has very low customer engagement and
likes on their Facebook Page
Very few number of people
actually participate in the
conversations and there is
almost negligible response
form Sephora to the Customer
queries
-40,000
-20,000
0
20,000
40,000
60,000
80,000
100,000
120,000
140,000
160,000
180,000
-2000000 -1000000 0 1000000 2000000 3000000 4000000 5000000 6000000 7000000 8000000
Mentions
Followers
Engagement by Fashion Retailers on Twitter
Macy’s
Victoria’s Secret
H&M
Walmart
Target
Michael Kors
Forever 21
Sephora
GUESS
Urban Outfitters
Shoptiques
Kohl’s
Nordstrom
Net-a-porter.com
Zara
Lululemon Athletica
Hollister Co
J. Crew
Bloomingdale’s
GUESS has the highest percentage of customer
engagement on Twitter
• Zara being one of
the well known
fashion brands,
does not have a
good number of
followers on twitter
• Although Macy’s
has very few
followers on Twitter,
people talk about it
a lot.
Bubble size indicates
the % of engagement on
6030
6899
25,732
52,091
67,941
48,575
17,015
1667
16,305
8604
15,306
10,478
108,538
16,759
28,171
6,866
14,400
3,798
0 20000 40000 60000 80000 100000 120000
Kohl's
Nordstorm
Urban Outfitters
Target
Walmart
Victoris's secret
Sephora
Shoptiques.com
Michael Kors
Net-A-Porter
Forever 21
Lululemon
Macy's
H&M
Guess
J. Crew
Hollister Co
JC Penny
Buzz Score(tweets/day)
Buzz Score(tweets/day)*
Total Tweets/day in last one month(2 Mar 15 to 1 April 15)
What are people saying on Twitter – about
Macy’s
Customer Engagement –
going out of Scope
Macy’s engages customers by
not only providing good quality
products but also by sponsoring
different causes dear to
customers
Such as
Macy’s Rising iHeart Star
campaign to promote the new
music enthusiasts
Building Conversations
over Twitter
Victoria’s Secret increases
customer engagement
through discussions on
Victoria’s Angels which
receives lots of retweets and
people tagging the posts as
favourite
What are people saying on Twitter –
about Victoria’s Secret
Big Brand but Low Twitter
Presence
It has very low customer
engagement and very few
retweets.
They are not consistent in
replying to the customers;
this shows very less
presence of Guess on Twitter
What are people saying on Twitter – about Guess
• Victoria’s Secrets
engages customers by
specially promoting
their lingerie. It has
created the concept of
Victoria’s angels which
includes few of the top
super models from US.
• It beautifully showcases
each and every
collection as a piece of
art which attracts huge
traffic on YouTube.
• Net-a-porter also
engages customers on
YouTube by uploading
videos about the latest
trends and what the top
models/actors in US
think about latest
fashion.
0
200000
400000
600000
800000
1000000
1200000
1400000
Comparison of YouTube likes and Subscription of Retail Channels
Likes Subscribers
• Victoria’s Secrets is highly appreciated on YouTube with the
maximum likes and subscription
• Bloomingdale’s has almost no presence on YouTube in-spite of
being one of the sought after merchandise brand from New York
YouTube presence of top 20 Fashion Retailers in US
• https://www.facebook.com
• https://www.youtube.com
• https://play.google.com/store/apps/details?id=com.facebook.katana
• http://socialmedia.lk/blog/social-media-analysis-recent-developments-in-social-media/
• http://www.clker.com/clipart-thumbtack-pushpin-2.html
• http://www.cannes-i-get.com/en/guess-accessoires-cannes-c215.html
• http://soshable.com/the-twitter-ten/twitter-birds/
Resource Credits
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