As the back-to-school shopping season begins to peak, the latest social media buzz puts Forever 21, H&M and Old Navy as the most talked-about brands. And in terms of the volume of social media chatter, mass market retailers also performed well.

But the research also revealed the growing importance of off-line conversations.

According to the Engagement Labs’ TotalSocial Rankings, which measures social media and word of mouth conversations, retail brands Wal-Mart and Target “performed better in terms of volume — which measures how much conversation a particular brand is getting online and off-line — compared to the teen retail brands.”

“However, teen retailers outdo the others in the category with strong off-line sentiment scores, which demonstrates that while consumers may be talking about other retailers more, they are talking about teen retailers more positively,” researchers at the firm said adding that off-line sentiment is “a powerful driver of business outcomes.”

Read the full Women Wear Daily article, here.

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