New York—Many luxury brands have large followings but they tend to be inactive on social media. In its Fashion and Luxury report released this week, Brandwatch, a leading social intelligence company, explored the social presence and strengths of 32 fashion and luxury brands.
The report shows, while some fashion houses have strong social followings, many brands are surprisingly inactive on social media, overlooking a huge opportunity to leverage social intelligence insights across marketing, merchandising and other departments across the enterprise.
Food/Beverage Does It Better
The report finds that on an average day a luxury fashion brand tweets and posts on Facebook less than two times on each platform; substantially less than leading food and beverage brands that tweet nearly 27 times and post less than two times on Facebook in an average day. Furthermore, luxury fashion brands rarely respond directly to their audience, averaging less than one reply, retweet and comment per day. Again, that is substantially lower than the food and beverage industry.
In addition, the report also revealed that pop music icons play a big role in driving conversations for fashion brands among music fans – Justin Bieber was mentioned in relation to Calvin Klein over 87,000 times, Ariana Grande increased mentions of Coach, and Miley Cyrus did the same for Prada and Versace.
To produce the report, Brandwatch analyzed 721,140 social conversations featuring 32 luxury fashion brands such as Michael Kors, Tory Burch, and Armani on Facebook and Twitter and evaluated these brands across five key categories: social visibility, general visibility, net sentiment, reach growth, and social engagement and content.
Other key findings include:
∙Calvin Klein, Christian Dior, and Louis Vuitton received the highest scores overall in the five categories while Kenzo, Dsquared and DKNY sit at the bottom.
∙Chanel has the highest social visibility with an overall score of 100; Coach received the most positive sentiment with an overall score of 100.
∙The analysis suggests that luxury fashion brands are missing opportunities to connect with their engaged audience during key times of day. This particularly applies to Sundays and evenings between 9 p.m. – 11 p.m. while consumers are actively pursuing them on social, yet these brands are inactive.
∙Video and photo content perform best on Facebook for luxury fashion brands, accounting for 96 percent of Facebook posts and receiving the most engagement via likes, comments and shares.
∙For women, French fashion house Chloe leads the conversation, while men are largely tweeting about the Swiss watchmaker, Breitling.
∙Interestingly, artists, executives and students are most likely to discuss luxury fashion on social media, while politicians have almost no interest in the topic.
“The luxury fashion industry has been comparatively slow to attend to fans and followers on social media, with a few exceptions, which is surprising given this industry’s commitment to top notch customer service and quality,” said Adam Edwards, sector director at Brandwatch. “Luxury customers expect white glove service and, done right, social affords these brands a powerful platform for engaging and strengthening customer loyalty.” www.brandwatch.com