Burberry last month leapfrogged over seven other brands to become the leading recipient of fashion “post likes” on Facebook.
This story first appeared in the March 19, 2012 issue of WWD. Subscribe Today.
According to Stylophane’s Facebook Fashion Index, Burberry posted 18 times in February and accumulated more than 138,000 likes in response to them, more than twice the 61,000 post likes registered by the London-based brand in January. Dior, which had the highest number of post likes in January at 153,000, fell to second as its number contracted 22.6 percent to 118,000. Converse, the most popular fashion brand overall with 22.9 million likes, saw its post likes fall back 15.9 percent to 84,000, placing it third, while Coach had a 10.5 percent increase in post likes to 70,000, lifting it to the fourth ranking.
Post likes are registered each time a Facebook user clicks “like” in response to a comment, giving active posters an advantage and providing a statistically valid barometer of users’ engagement with a brand. Whereas Facebook likes increase over time, all brands’ post likes tracked by Stylophane start each month at the same point — zero.
In February, Burberry drove Facebook views with images from its spring advertising campaign, shot in London by Mario Testino, and from the preparations for its fall Burberry Prorsum women’s wear show, held on Feb. 20, as well as a streaming version of the show itself. Christopher Bailey, the brand’s chief creative officer, provided update videos exclusively for Facebook fans and answered questions posted to him by fans.
Converse remains the leader in fashion likes by far, at 22.9 million, with Adidas a distant second at 13.2 million. Burberry, Levi’s and Nike Football round out the top five, with between 10.3 million and 10.9 million, followed by Lacoste (8.6 million), DC Shoes (7.8 million), Gucci (7 million), Dior (6.9 million) and Puma (6.8 million). In descending order of likes, Chanel, Louis Vuitton, Vans, Dolce & Gabbana and Ralph Lauren are ranked 11th through 15th with between 4.4 million and 5.8 million. Among the top 15, the fastest growth in likes last month came from Vans, up 24 percent to 4.8 million, while DC Shoes, Lacoste, Gucci, Louis Vuitton and Chanel all scored double-digit increases in likes. Calvin Klein’s likes shot up 28.6 percent to 3.5 million, giving the brand a rank of 17th.
Stylophane monitors activity on Facebook and Twitter in markets including apparel, footwear, beauty and retail and assists companies looking to market their products through social media.