Converse might have the most Facebook fans in the fashion world, but no brand in apparel and footwear gets more of the social media site’s thumbs-up signs than Dior.

In releasing figures for the month of January, Stylophane found that Dior had opened up a big lead over Converse in the important category of “post likes,” with more than 153,000 last month versus just over 100,000 for the sneaker brand. Post likes are registered when Facebook users click on the “like” button next to a comment of which they approve, giving active posters an advantage over those who are less engaged.

This story first appeared in the February 13, 2012 issue of WWD. Subscribe Today.

Still, Converse had nearly 22 million cumulative likes at the end of last month, more than three times the 6.5 million registered by Dior.

“It’s an incredible achievement and means that people are paying close attention to the brand [Dior] when it speaks,” said Alex Mendoza, a principal of Stylophane, which monitors activity on Facebook and Twitter and assists companies looking to market their products through social media. “They have an incredible brand and they are saying things that are bringing people back.”

Dior registered 12 posts in January, meaning that each of them generated nearly 13,000 likes during the course of the month.

Luxury fashion brands as a rule did well by the post-like-per-post metric, with Chanel pulling in more than 7,200; Burberry, 6,800, and The Art of Travel by Louis Vuitton just under 4,400. All three brands finished in the top 10 of post likes in fashion for the month, according to Stylophane’s figures, with Louis Vuitton third, Chanel fifth and Burberry eighth.

Following Dior, Converse and Louis Vuitton in the top three spots were Nike Football, with more than 79,000 post likes, followed closely by Chanel. Coach was sixth and Dolce & Gabbana seventh, with DC Shoes and Adidas rounding out the top 10.

Among the top 20 in post likes were Betsey Johnson (12), with nearly 43,000 post likes and just over 210,000 likes overall; Indian brand Yepme (13); motocross brand Metal Mulisha (14) and Armani (15). Rachel Zoe, with nearly 500,000 likes, was 16th in post likes with more than 35,000, followed by Guess, Christian Louboutin, Gucci and Burton Snowboards, all with post like counts of more than 30,000 during January.


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