Social media analysis company, Tribe Dynamics, has released its July 2016 reports disclosing the top non-luxury apparel brands and leading retailers corresponding to its metric of earned media value. According to the agency, publicity is quantified in an estimated value gained through digital earned media and its respective engagement levels.
In the non-luxury apparel sector, Adidas led the group with and EMV totaling $56.9 million, a whopping 728.6 percent increase from last year. Zara pinned down the second position with $50.7 million, up 639.7 percent year-on-year. Rounding out the top three was Nike, totaling $45.3 million in EMV, reflecting a 181.6 percent rise. H&M hit fourth position with $39.1 million — a 433.4 percent increase. Forever 21 completed the top five with its EMV totaling $26.9 million, a bump of 177.2 percent compared to July 2015.
The non-luxury apparel category consisted of brands that have a shoe and/or accessory focus. Converse achieved a 37 percent growth month-on-month, edging out brands such as J.Crew, Kate Spade, and Michael Kors. With MissGuided’s limited-edition collection with YouTube star Carli Bybel helped the brand secure seventh position — mentions of the collaboration drove $1.2 million in EMV according to the report.
The Millennial-friendly #MyCalvins campaign continues to serve Calvin Klein. With the news of participation from social forces Bella Hadid and Young Thug the brand secured $958.1 thousand in EMV collectively.
In the retail rankings, Revolve continued to dominate the list with $53.6 million in EMV — a 262.4 percent increase from July 2015. Nordstrom secured second position with $47 million in EMV — up 188 percent year-on-year. Third was ASOS with a $33.6 million with a 331.9 percent gain from last year. Topshop earned fourth position, with a showing of $24.7 million — a 179.9 percent rise and was followed by Urban Outfitters — $21.7 million in EMV — an approximate 307 percent increase year-on-year.
Revolve’s mastery of social initiatives in July included the appearance of Kim Kardashian and Chrissy Teigen at the brand’s Hamptons house to celebrate Fourth of July. The Revolve Hamptons house was the place to be this summer. Mentions of the e-retailer and the Hamptons drove $31.2 million EMV, resulting in the 200 percent month-on-month growth, the report said. Earlier this month, Revolve scored high in Tribe Dynamics’ third-party retailers report.
Nordstrom rose up the rankings, pushing Topshop and ASOS out of the second position due to its Anniversary Sale. A hashtag — #nsale — generated $18.9 million EMV. What’s more, the retailer capitalized on its collaboration with style influencer Sincerely Jules. According to the report, the social media force developed a collection only available at the retailer and also met with some of her 3.9 million Instagram followers in Nordstrom stores, earning $464.8 thousand in EMV.
Fashion blogger Gary Pepper Girl partnered with Net-a-porter for an Instagram takeover during her Mykonos, Greece, vacation installing the luxury, e-commerce store at eight position.
Brands and retailers are catching onto the all-powerful social media machine as they clamor to catch up to Revolve’s impressive domination over the social landscape. As holiday season approaches, it will be key for members of both categories to apply significant and concerted efforts to assert themselves in the digital landscape for prolonged success and consumer messaging.