Large social media followings don’t necessarily equate to engagement.
So says the inaugural Fashion & Luxury report from social intelligence firm Brandwatch, which looked at 721,140 social conversations surrounding 32 fashion and luxury brands. Digital powerhouse brands from Michael Kors to Calvin Klein to Tory Burch were measured against five key metrics: social visibility, general visibility, net sentiment, reach growth, and social engagement and content.
This story first appeared in the October 1, 2015 issue of WWD. Subscribe Today.
While Calvin Klein, Christian Dior and Louis Vuitton garnered the highest scores across the five areas of study, DKNY was among the lowest-rated brands. Chanel has the highest social visibility and Coach had the most positive sentiment of the group. Justin Bieber helped fuel social conversation for Calvin Klein, and the singer was mentioned in relation to the brand more than 87,000 times.
While many of these brands have followings that climb into the millions, the level of engagement leaves much to be desired. Data showed that, on average, brands tweeted and posted to Facebook less than two times on each platform per day. What’s worse is that these brands hardly engaged with their massive social audiences. Direct social replies, retweets and comments averaged less than one reply per day.
This stands out for an industry that prides itself on customer service, said Adam Edwards, sector director at Brandwatch. He said the luxury fashion space has been “comparatively slow to attend to fans and followers on social media, with a few exceptions.”
“Luxury customers expect white glove service and, done right, social affords these brands a powerful platform for engaging and strengthening customer loyalty,” Edwards said.
Beyond posting frequency and replying to fans, the study also showed that brands are missing out on a key time to foster a social dialogue: Sundays and evenings. Brandwatch found that consumers are “actively pursuing” brands on social media on Sunday and on evenings between 9 to 11 p.m., a time when brands are relatively inactive in the social space.