< back to blog home

Look at how luxury fashion brands are using social media wrongly (& the few who did well)

Look at how luxury fashion brands are using social media wrongly (& the few who did well)
  • shares

"The fashion industry arguably has some of the best visuals to work with when it comes to social media... Some brands have successfully personified themselves on various platforms (though the death of social media “voices” seems imminent…), but there's still a lot of room for improvement in the luxury space, according to a new report by Brandwatch.

The social media monitoring and analytics company analyzed 32 luxury fashion brands for the report, parsing through 721,140 social conversations, looking at five categories: social visibility, general visibility, net sentiment, reach growth, and social engagement and content. It found that luxury fashion brands tweet and post on Facebook less than two times on each platform in an average day, compared to the roughly 27 tweets per day that leading food and beverage brands churn out (though businesses in this category also post fewer than two times daily on Facebook)...

Luxury fashion brands could also work on their timing, apparently. They’re often MIA during peak audience-connecting times, when people are “actively pursuing” these brands on social media: The sweet spots are evenings between 9 and 11 p.m., plus Sundays...

As for the most visible brands on social media, Chanel takes the cake, followed by Dior, Calvin Klein, Louis Vuitton, Ralph Lauren, Tiffany & Co., Burberry, and Gucci. The five least visible brands are Hermes, Salvatore Ferragamo, Kenzo, Dsquared, and DKNY, consecutively. The three highest scoring labels (in all five categories above), are Calvin Klein, Christian Dior, and Louis Vuitton. Also, Chloé is apparently the fashion house that has women talking the most on social media (a.k.a. “leading the conversation,” according to Brandwatch).

Another fascinating tidbit from the report is that certain celebrities are lending some serious social media muscle to the fashion brands they collaborate with... "

Read the full article at Refinery29.

Related Article