Chanel, Dior and Louis Vuitton most popular brands on social media
Social intelligence company, Brandwatch unveiled on Wednesday its Fashion & Luxury report that examined the social presence and strength of 32 fashion and luxury brands. Brandwatch analyzed 721,140 social conversations on Facebook and Twitter in the month of August to evaluate the brands.
The report ranked brands according to Luxury Fashion Social Index, which evaluates brands across 5 categories: Social Visibility, the number of conversations a brand generates on social media; General Visibility, the number of conversations generated on news outlets, forums and blogs; Net Sentiment, the ratio of positive and negative statements of brands online; Reach Growth, how much a brand’s following has grown in a month; and Social Engagement & Content, how brands are communicating and responding to their audiences. The maximum score a brand can receive is 500, and the highest score a brand can receive per category is 100.
The most popular brands on the list include Chanel, Dior, Calvin Klein, Louis Vuitton and Ralph Lauren. Chanel, Dior, Louis Vuitton and Ralph Lauren boast the highest social visibility on the list, while Calvin Klein is the most engaging. This year, Calvin Klein made Justin Bieber the face of Calvin Klein Underwear, and named Kendall Jenner the face of Calvin Klein Jeans. Both celebrity endorsements generated much buzz for the brand.
Calvin Klein was not among the top five for social visibility, but instead it was Michael Kors, which ranked third after Dior. Christian Louboutin, Rolex, Tommy Hilfiger, Burberry and Gucci round out the top 10 for Social Visibility.
The top brands in terms of General Visibility include Chanel, Louis Vuitton, Rolex, Gucci and Ralph Lauren.
Coach tops the list for Net Sentiment followed by Givenchy, Lanvin, DKNY, and Bottega Veneta.
Gucci ranked number one in Reach Growth with a perfect score, followed by Paul Smith, Ralph Lauren, Prada and Givenchy. Bottega Veneta missed the top 5 by just .05 points.
Finally, Tiffany & Co. is the most engaged with its social media followers. Calvin Klein was ranked 2nd, followed by Dior, Fendi and Paul Smith.
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