European fashion houses dominated the digital landscape in 2016, with a reliance on celebrities to drive engagement.
From Jan. 1 through Nov. 30, five European brands took the top spots in public engagement across all digital and social channels, according to ListenFirst Media, a New York-based digital analytics firm.
Dior, which was the most engaged fashion brand in 2016, owes its success in part to the Hollywood stars it features, such as Charlize Theron, Natalie Portman, Jennifer Lawrence, Emma Watson and Johnny Depp. Coming in second place was Chanel, which has featured Gwyneth Paltrow, Pharrell, Willlow Smith, Ellie Bamber, Cara Delevingne, Kristen Stewart and Lily-Rose Depp in its social media.
Third place went to Dolce & Gabbana, whose social media has featured Cameron Dallas, Zayn Malik, Brandon Thomas Lee and Rihanna. Gucci, which came in fourth place, has such stars as Harry Styles, Beyoncé, Jared Leto, Lady Gaga and LuHan in its social media, while Louis Vuitton, which came in fifth, featured such stars as Lea Seydoux, Alicia Vikander, Colton Haynes, Joe Jonas, Brenton Thwaites, Xavier Dolan, Selena Gomez and Miranda Kerr.
“Celebrities have always drawn tons of engagement on social, and that showed no signs of slowing down this year,” said Jason Klein, co-founder and co-chief executive officer of ListenFirst Media. “Fans love posts from fashion brands that feature celebrities. A brand’s top content often has a brand’s celebrity spokesperson or an influencer in it, whether they’re highlighted in a formal capacity from a campaign (like Dior does with ambassador Charlize Theron) or in a more informal capacity (like Tom Hanks showing up to pal Tom Ford’s fashion show).”
According to ListenFirst Media, over the course of 2016, Chanel generated over 8.2 million engagements on Facebook. Chanel owes its Facebook success to the accumulation of two million new fans this year and the introduction of its first ever men’s watch, the Monsieur De Chanel, which was featured in the brand’s No. 1 most popular Facebook post of 2016.
Meantime, Christian Siriano far outpaced all other brands in terms of total content posted across social media by a particular brand. His firm posted 19 times a day on average. Common themes in the designer’s content included behind-the-scenes looks at the dresses he’s designing, famous actresses wearing his clothing and highlights of women of all sizes in his shows. After Siriano, the most active brands on social media were BCBG Max Azria, Moschino, Gucci and Tome. This category is measured by the frequency that a brand publishes content from an owned digital or social channel.
As for fashion and beauty brands’ most popular posts on social media, Dior had the most popular Facebook post featuring Theron in J’adore Eau de Toilette, The New Eau Lumière; Calvin Klein’s Justin Bieber underwear post was the most popular on Twitter; Victoria Beckham had the most popular post on Instagram showing Beckham helping Eva Longoria into her wedding gown, and Dior’s Poison Girl was the most popular on YouTube.