Apparel – Despite the Online Focus, Your Customers Are Talking About You IRL
In a new, first-of-its-kind analysis of combined offline and online consumer conversations, Engagement Labs released its TotalSocial® rankings on the top performing retail and apparel brands in the U.S. The rankings are based on Engagement Labs' proprietary TotalSocial data, which continuously measures the most important drivers of brand performance with respect to social media and word of mouth conversations.
Although it might seem that consumer shopping choices are greatly influenced by the digital world (influencers, fashion blogs, etc.), the analysis finds that out of more than 60 brands measured, conversations about retail and apparel brands still mostly happen offline, in face-to-face conversations, as opposed to online conversations taking place via social media. In fact, the tone or sentiment of a face-to-face conversation about a given retail or apparel brand is much more likely to be positive than if a consumer goes online.
According to Engagement Labs' data, Amazon is the clear TotalSocial leader in the retail and apparel category and is also a well-established Conversation Commander, which is defined as a brand that performs above average both offline and online. Amazon's top rank is driven by its extremely strong online and offline volume scores, strong offline sentiment and its high online brand sharing performance, which is the sharing of branded content by consumers on social media.
Read the full Apparel article, here.
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