In a crowded social climate, fashion brands are duking it out to capture distracted consumers. And in a recent ranking, Chanel, Louis Vuitton and — wait for it — Christian Siriano, took the top three spot.
Regarding the latter, researchers of the ranking said the designer “has become known as a high-fashion designer who will help dress up-and-coming stars (especially ones who don’t represent typical model sizes) for the red carpet — and has even directly reached out to actresses he’d like to dress on Twitter.”
Insightpool, an influencer marketing platform that’s based on social data, developed the ranking and distinguished the top 10 most influential brands in the space, which portrayed the current shopper mind-set as one dictated by consumers looking to balance investment buys with trends of the moment.
To collect the results, Insightpool reviewed social profiles over a three-month period from January to April of this year on platforms such as Twitter and Instagram. Brands were ranked by: being tagged as fashion influencer; its percentage of Twitter and Instagram conversations on fashion and related keywords; its audience engagement within the fashion category; and a three-month weighted average that was applied to its scores and metrics.
The top five was a blend of brands that ranged from luxury to fast fashion. At number one was Chanel, which boasts 20.1 million Instagram followers and 12.8 million Twitter followers currently. Louis Vuitton trailed in second position — it presently has 16.1 million Instagram followers and 6.11 million Twitter followers. Christian Siriano secured the third spot to some surprise as it has a fraction of the social followings that Chanel and Louis Vuitton have, yet incorporates noteworthy amounts of engagement via social channels. The designer has 643,000 Instagram followers and 372,000 followers on Twitter. Puma and Forever 21 rounded out the top five, respectively.
The report detailing the methodology noted that the brands’ quality of engagement informed the ranking. “Another big reason why Millennials and younger audiences have attached themselves to these brands is that many of these brands are working to flip the script on typical societal gender norms,” an Insightpool spokesperson said. By embracing hot-button issues and seamlessly immersing marketing schemes in said topics builds consumers’ trust and can contribute to brand authenticity.
The consumer portrayed is one that’s not afraid to hunt for deals and spend on the occasional luxury investment. As shoppers become increasingly self-informed on emerging trends, fashion lines, and products brands are charged with upping their profiles to garner attention – and revenue. Deploying active strategies such as Christian Siriano’s efforts that readily engage with social audiences via micro-influencers, exclusive releases and purposeful conversation with individuals will aid in developing lasting brand loyalty.
Insightpool Top 10 Fashion Brands
- Louis Vuitton
- Christian Siriano
- Forever 21
- Marc Jacobs
- Victoria’s Secret
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