Who’s Winning the Back-to-School Buzz?

Many are under the assumption that the younger generation is greatly influenced by the digital world. However, retailers catering to the teen market aren't drumming up the amount of buzz one would expect online. According to Engagement Labs TotalSocial® rankings on the top performing teen retailer brands in the U.S., consumers are talking more about teen retailers in offline (face-to-face) conversations than online (social media).

The analysis, which combines offline and online consumer conversations, is based on Engagement Labs' proprietary TotalSocial data that continuously measures the most important drivers of brand performance in terms of social media and word of mouth conversations.

According to Engagement Labs' data, when looking at the apparel retail sector as a whole, traditional retailers such as Walmart and Target performed better in terms of volume — which measures how much conversation a particular brand is getting online and offline — compared to the teen retail brands. However, teen retailers outdo the others in the category with strong offline sentiment scores, which demonstrates that while consumers may be talking about other retailers more, they are talking about teen retailers more positively. Offline sentiment is a powerful driver of business outcomes, according to predictive analytics from Engagement Labs.

Read the full ApparelMag article, here.

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