Dec, 11th, 2012
Women’s Fashion Stores (Social Reach Report)
For the full report (PDF) please use our download form
Summary & Observations
- Supre are a clear leader in terms of social media reach when compared to other relevant fashion brands in Australia.
- Sportsgirl and Witchery also have significant social media reach.
- Target age group was seen to impact social media activity with the 13 to 17 age group being significantly active.
- Ezibuy and Country Road were the only sites to tick all the social media channel boxes.
- Brands like Supre utilised Facebook applications to extend their Facebook content and customer engagement.
- Twitter helps brands like Sportsgirl quickly reach and engage their relevant community of customers.
- Video was used by many with popular TV ads delivering significant engagement for Supre.
- Pinterest provides a powerful extension of the lifestyle brands and is a very relevant channel for fashion.
- Pinterest Likes were only used by a very few number of customers.
- Google+ was only used by a small number of brands and very few customers.
FIRST uses a its bespoke metric called RSR (Relative Social Reach) to estimate how well each company is utilising Social Media compared to its direct competitors. RSR is an estimate of the reach of a brand via social media compared to a group of its competitors. It provides a flexible comparative assessment of a brands social media reach in a fast moving and dynamic channel. It is weighted based on the popularity of each social channel and the social metric used to measure reach in each channel.
For the full report (PDF) please use our download form
