Mass Market Brands Dominate Social
- by Gavin O'Malley @mp_gavin, February 9, 2015
Heading into New York Fashion Week, everyone will be watching to see which emerging designers drum up the most buzz. As new research shows, however, it’s mass-market
brands that are dominating the social media conversation. From the end of December through the third week of January, Victoria’s Secret and Forever 21 generated the vast majority of fashion brand mentions, according to the social media monitoring specialists at Engagor.
Victoria’s Secret accounted for nearly 3.5 million of the roughly 8 million fashion-focused social mentions during the period. Forever 21 racked up about 1.9 million mentions, during that timeframe, while H&M was responsible for about 650,000 mentions.
Victoria’s Secret’s #ownthebeach and #somethingbigiscoming were the most used hashtags, followed by Forever 21’s #f21fitnesschallenge.
If not quite as popular -- in terms of sheer mentions -- Banana Republic, H&M and Kate Spade had the most positive social sentiment during the period, according to Engagor.
At the beginning of the year, Illinois, Pennsylvania and Texas were among the top five U.S. states with the most fashion-related social chatter. Females dominated the conversation around top brands. The exception was Levi’s, which attracted a slight majority (52%) of male mentions.
During the period, other top social media performers included Topshop, GAP, Express and Anthropologie.
Cementing the relationship between social and mobile, the vast majority of fashion-related social activity (81%) was conducted via mobile devices, Engagor found.
Of the roughly 8 million fashion-focused social mentions recorded, the majority (6.4 million) occurred on Instagram.
These statistics are actually very interesting because they are a great classifier as to what majority of people are using the Internet to share their opinions. Considering Victoria’s Secret and Forever 21 were the top brands marketed through social media, I would say the main “chatters” were clearly millennia’s. It is crucial for those who are using social media to market their brands that the main target of people who brands will be reaching out to on the web, are young adults. It does not surprise me that Kate Spade was also mentioned given that have gone through huge social media advancements within the last 5 years. The question I ask is what platform of social media is the biggest one used to discuss these brands after eliminating Instagram? Although Facebook is still a huge part of social media, I think Twitter is beginning to vastly grow and will continue to grow within the next two-three years.