Unmetric analyzed leading US apparel brands' social media presence in June 2014. Some key findings: - Forever 21 had the highest average engagement and most posts. Nike grew its fan base the fastest and had the most tweets. Banana Republic had the highest response rate to fans. - On Instagram, Forever 21 had the highest engagement score and most engaging filter was Lo-Fi. Gap's most engaging hashtag was #bloomierules. - On Pinterest, Bloomingdale's had the most total pins and Nordstrom had the most new pins. Puma showed the highest growth in fan base. - The report provides insights into content and engagement strategies as well as hashtag, customer service

1. Leading US Apparel Brands
ON SOCIAL MEDIA
June 2014

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4. Brands used for this analysis:

6. All data for the time period: June 1st – 30th, 2014
Among the brands analysed,
Banana Republic had the most
people talking about them as % of
fans (1.6%).
Nike grew its fan-base faster than all
other Retail pages from North
America.
With a growth rate of 4.31%, Nike had
the highest fan growth rate among the
brands analysed.
Forever 21 struck a chord, with the
highest average engagement
amongst the brands analyzed. They
had 101 posts in June.
1,645 new posts were written across
brands analysed. That’s an average
of 7.8 posts per day - per wall.
Among the brands analyzed, PUMA
posted the most 'non brand related'
content on their wall.
Uncovering the best of the Retail sector

7. Gap mostly talked about 'New Products', but 'Engagement Oriented Posts' engaged the best in June.
Gap – Content Strategy

8. PUMA has an engagement score of 93, while the average Retail sector has an engagement score of 326.
PUMA – Most Engaging Posts
#StartBelieving

9. Forever21's ‘GetTheLook’ Campaign for the selected time period engaged quite well for the brand and
generated significant engagement.
Forever21 – Campaign Analysis
#GetTheLook

10. Engagement Comparison
Forever 21 was the most engaging brand over the month of June. The average
engagement for a brand in retail sector in the US was 326.

12. With the growth rate of 5.22%,
@PUMA enjoyed the highest
follower growth rate among the
analysed brands.
Among the brands analysed, @hm
replies the slowest to customer
tweets – with an average of 25hrs,
49mins, 16secs.
@BananaRepublic was the most
responsive, by replying to 7.88% of fan
Tweets.
Taking just 2 hours, 34 mins on an
average, @TalbotsOfficial replies
fastest amongst the brands
analaysed to their customer’s
tweets.
@Nike was also the most prolific
tweeter with 827 tweets.
Amongst the brands analyzed,
@PUMA had the highest engagment
score of 666.
All data for the time period: June 1st – 30th, 2014
Uncovering the best of the Retail sector

13. Most Engaging Tweets

14. Gap – Customer Service Strategy
Gap mostly responded to tweets with
a ‘Request to Contact’
Response Rate = 6.8%
Average Reply Time = 17hr, 18mins

15. Banana Republic - Hashtag Analysis
Banana Republic tweeted most around #letsdomore, in June. #oscarwilde was the most
engaging hashtag for the brand, followed by #loveislove.

16. Fan Growth Comparison
PUMA had the highest follower growth rate, with 5.22% growth in their follower base during the
month of June.

18. All data for the time period: June 1st – 30th, 2014
With a growth rate of 5.3%, Banana
Republic enjoyed the highest follower
growth rate.
With a growth rate of 12%, Forever
21added pins at the highest rate.
Bloomingdale’s has the highest
number of total pins of 20,981.
With 713 pins, Nordstorm had the
highest number of new pins in the
month of June.
Uncovering the best of the Retail sector

19. Gap – Styld.by You

20. Forever 21 – Sweaters, Cardis, & Hoodies. Oh My!

21. Banana Republic – Spotted On | Street Style
The Metrics

23. All data for the time period: June 1st – 30th, 2014
Nike has the highest number of
followers, with 450,657.
Nike had the highest Engagement,
with a score of 954
#JustDoIt by Nike was the best
preforming hashtag, over the month of
June.
Puma showed the highest growth,
with 8% increase in fan base over
the month of June.
Uncovering the best of the Retail sector

24. Forever 21- Engagement Strategy
Forever 21‘s Instagram page had an engagement score of 951 and their most engaging filter in June
was the Lo-Fi.

25. Gap - Engagement Strategy
GAP had an engagement score of 329 and #bloomierules was the most engaging hashtag.

27. Unmetric Score

28. × × ×
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Engagement Score

29. Engagement Score

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