Study: Teen retailers see more offline engagement than online

Dive Brief:

Teen retailers, although marketing to a digitally savvy crowd, get more consumers talking about their brand offline (in face-to-face conversations) than on social media platforms, according to a study by Engagement Labs that was emailed to Retail Dive.

Old Navy, H&M, Forever 21, Hollister, American Eagle Outfitters, Hot Topic, Express, Abercrombie & Fitch, rue21 and Aeropostale​ were the top ten teen retailers in Engagement Labs’ TotalSocial rankings. The rankings rate retailers based on the volume of online and offline conversations they generate, as well as their "offline sentiment score," which measures how positive or negative those conversations are.

Interestingly, the study found that big box retailers like Target and Walmart generated more conversations about themselves, but teen retailers are being talked about more positively.

Read the full Retail Dive article, here.

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