Social media channels are a means to find out the growing or decreasing relevance and popularity of certain brands. We wanted to know how some of the major fashion chains perform on several social media channels such as Facebook and Instagram and how their performance has changed from December 2018 to January 2019. Data analysis platform Brandquotation provided all the key numbers and charts for us. Have a look at the stats...  

Reference period: 24 Dec 2018 to 24 Jan 2019; ABI = Absolute Brand Index: shows the total performance of each brand; RBI = Relative Brand Index: shows the change in relation to the prior month
Photo: Brandquotation
Reference period: 24 Dec 2018 to 24 Jan 2019; ABI = Absolute Brand Index: shows the total performance of each brand; RBI = Relative Brand Index: shows the change in relation to the prior month
Interesting to see: When it comes to absolute numbers H&M rules on social media, followed by Zara and Forever 21 (see red bars).
But even though Topshop performs weaker in absolute numbers (ranking in position 5), the statistics show that in relation to the prior month the brand has increased its social media performance more than any of the other nine competitors we had chosen for the listing (see blue bars). This indicates a rising interest in Topshop in terms of social media performance and online searches.

Here are more detailed charts of the single chains' development in the reference time period:

Photo: Brandquotation
Please note: The search volume on Google cannot always refer clearly to a brand and therefore leaves room for interpretation. All other data related to social media channels could clearly be connected to the very brand though.
Photo: Brandquotation
Please note: The search volume on Google cannot always refer clearly to a brand and therefore leaves room for interpretation. All other data related to social media channels could clearly be connected to the very brand though.
(Source: Branquotation)


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