A new report looking at how 200 top fashion brands compared during the challenging conditions of 2020/21, places online retailer PrettyLittleThing at the top of the chart, but with a number of high end fashion brands – including Dior, Louis Vuitton and Gucci – sitting not far behind.
The ranking, created by digital content agency and media Network Little Dot Studios, measured three key areas of the operations’s social media output, which were defined as: ‘Sow’, ‘Nourish’ and ‘Grow’.
Sow looked at how well audience relationships were cultivated, measuring not only the absolute scale of views and quality engagements, but also taking into account each brand’s social engagement rate.
Nourish looked at the frequency, the consistency and the formats used, and thus how effectively fanbases were nurtured by the brand. This included how frequent their posts were, as well as their consistency and how many different formats were used.
And finally Grow, appropriately, explored what effect that was having on increasing social audiences. This included the rate at which new fans, subscribers or followers were being added to accounts, and how well they were reaching beyond their existing audience.
The relevance of luxury
While digital retailers such as PrettyLittleThing (top), I Saw It First (fourth) and boohoo (eighth) are clearly mastering their social, one result that was possibly more surprising was the success of the luxury sector, which had the highest engagement of the three verticals (up against high street and sportswear). This can be explained by the way those brands have embraced a multi-platform video strategy across YouTube, Instagram, Facebook and Twitter, which has enabled them to build new brand relevance.
The results of the report highlights the importance of brands building real connections with their customers if they are going to cultivate more valuable relationships, both in terms of loyalty and ROI. According to Jade Raad, director of retail brand strategy at Little Dot Studios: “Social isn’t just about selling. It’s about speaking directly to consumers, sharing stories about your brand, and letting people in to really see who you are, not just the products you sell.”