Women’s Wear Daily’s Back-to-School Lesson on the TotalSocial™ Apparel Rankings
Back-to-school means student shopping sprees for impressive first day of school outfits.
In honor of the ‘dress to impress’ season upon us, here at Engagement Labs we released our TotalSocialTM rankings of the most social retail apparel brands based on online and offline conversation.
Our Chief Research Officer, Brad Fay, sat down with WWD to discuss the rankings, how athleisure brands like Adidas, Nike and Reebok secured their top rankings and what these rankings can teach retailers.
What were some insights from WWD’s talk with our CRO?
They were really interested in the heavy hitters - athletic brands such as Adidas, Nike and Reebok. Of the top five retailers, Victoria’s Secret stood out as the only apparel company amongst athleisure brands, with Under Armour earning the fifth spot.
Why are athletic brands outperforming other retailers? They provide highly shareable content in a variety of avenues facilitating conversation, an area where most brands are falling short.
Brad Fay remarked on the recipe to online success. “Adidas has done a great job of incorporating their social media approach in their overall marketing strategy. The brand understands their core social audience — who they are, what they like and which sites they visit online — and engages with these consumers by providing compelling stories and first access to new products and promotions that they wouldn’t get elsewhere.”
Read the full story here and get a back-to-school lesson on the power of TotalSocial and how it can help marketers and brands alike.
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