Soccer and the Fashion World Case Study

Fashion has e'er been more just clothes, moving towards beingness a way of expressing one'due south personality, and has long evolved over the years.

Today we're going deeper into the matter through this case study about marketing in style, where I'm going to show you a glimpse of what those changes meant by analyzing the promotion approach of the clothing manufacture's elevation segments.

Each of them was paired with a couple of examples of the brand's affinity on social media over the last iii years and were divided as follows:

• Luxury style: Chanel, Gucci, Louis Vuitton,
• Sportswear: Nike, Nether Armour, Columbia Sportswear
• Homestyle (fast fashion): Forever21, Erstwhile Navy, GAP

From haute couture names to homestyle ones, and even sportswear, brands in the fashion industry benefit a slap-up bargain from using social media, thanks to its visual nature, through which people become inspired.

In fact, the article of clothing manufacture is 1 of the economy's giants, being number ane in the United kingdom's artistic manufacture, for that matter.

And so, whether y'all're a woman and shopping is, as they say, in your nature or a man who just likes to keep up with the trends, there'southward a piece of the pie for each one of y'all.

That's why we decided to look into brands that are put into different segments of the market, studying their development starting with March 2017 until present time

At present let's get down to the juicy parts.👇

Key insights

1. Instagram is the industry'south favorite platform for posting
ii. People engage the virtually on Instagram, regardless of the make's style subdivision
3. Images make upwards for the almost engaging posts
four. Luxury way is the most engaging segment on Facebook.
five. Brands from the sportswear segment have the highest engagement rate per mail on Instagram

1. Instagram is the industry's favorite platform for posting.

When it comes to social media, things move fast. Like, skyrocket fast. And what was wow a while back may get former news in the glimmer of an eye.

For example, back in 2017, the loftier-end fashion segment was ruled by three great names: Channel, Louis Vuitton, and Gucci.

Also, in that aforementioned yr, Forever21 claimed its identify amongst the top three fast fashion brands that were killing it on social media.

Now nosotros're curious to encounter how these brands are doing nowadays.

We wanted to testify a more in-depth analysis, going to a higher place follower count, number of likes and comments, and by using Socialinsider analytics, nosotros come up before you lot with our findings regarding the clothing industry's social media trends.

As we can meet, across all social media platforms, we have a blueprint for each end of the line - with Forever21 having the highest number of posts and Nike the lowest, by opposite.

What's important to outline is that non the numbers of posts make a brand succeed or not in social media, merely the whole strategy behind them, which covers the letters and their distribution through every channel.

Cuz we all know Nike'due south communication lovable event, which says information technology all.

Choosing to play with the all-powerful platform of enchanting aesthetics, the brand's preference for Instagram is obvious and leaves far behind the other social media platforms, regardless of their position on the partitioning line.

Allow'southward have GAP, for example, for which the number of posts on Instagram is virtually 4 times bigger compared to Facebook and Twitter.

In that location may exist a few ups and downs in numbers, but this is the blueprint institute along the fashion marketing journey, where Instagram leads the way.

2. People engage the most on Instagram, regardless of the brand's mode subdivision.

We all know the 21st century is a fast ane, then non exactly rare are the situations in which we want to look adept, dress fancy for who knows what sort of event, merely as well kinda continue information technology casual and cozy. Right?

And luckily, all these prayers have been answered with the appearance of the fast fashion industry.

As well, considering the new lifestyle, the on and off lockdowns, and all the time spent at home nowadays, makes changing from the "traditional office outfit" to the homie 1 mistiness its edges.

But still, let'southward non forget people demand and want opportunities to wearing apparel up and show off once in a while, so for these times, the homestyle dress seems to exist the perfect blend.

A mood switch within the aforementioned outfit, what's at that place non to dearest?

Now that we've uncovered way brands are posting more on Instagram, it may not come as a surprise that Instagram is likewise the platform that generates the almost engagement for this industry.

Now, let'due south rewind a bit and accept a wait at how the statistics look like for GAP. Among their social media profiles, Facebook is the platform where most of the followers are gathered.

Trust usa on this one, if you accept seen 1, you have seen it all. And considering the fact that Facebook is the firstborn out of this magnificent trio of social media platforms, it is quite logical why brands take the biggest audiences here.

Merely does this hateful automatically, because it has the almost numbers of followers, that Facebook also generates the highest levels of engagement? Well, the reply is a big no-no. And this applies to the other fashion brands, also.

Well, by looking at the data and comparing the numbers, information technology is pretty obvious why the posting arroyo.

If we opened the give-and-take virtually GAP and ways brands have tried to communicate with their communities during the pandemic, information technology's worth mentioned likewise their user-generated content campaign, #gapfromhome.

While trying to accommodate people into the new way of living, through this initiative, the brand also aimed at making people keep in bear on with their regular habits as a reminder of the adept quondam days.

Just they also used this opportunity to position themselves as a companion into their consumer's usual activities.

As much as nosotros'd like to put information technology backside u.s.a., the pandemic surely has launched some challenges for all the marketers out in that location, and an analysis of how marketing in mode has adjusted to information technology may actually become a road opener for future dares.

With homestyle fashion gaining more and more ground, it's interesting to keep an heart on information technology and meet how information technology will develop furthermore, especially after all the craziness will be over.

Now let'southward see how high-cease style adapted to this state of affairs.

Heighten your mitt if you heard nigh #GucciFest, a week-long fashion and motion-picture show festival held in November 2020.

As a way of being shut to its audience and give something dorsum to the community, the famous Italian brand released a mini-serial of 7 episodes that featured the newest collection of the fashion house's creative manager, and not only.

At that place was also a new challenge at the horizon for the haute couture brand, to change its long-term ritual of having seasonal collections and evidence two ageless collections a year instead.

By choosing this strategy, the make extended its usual audience frame and made worldwide accessible a one time upon a fourth dimension sectional event, the famous Style Week. How could you not love it, correct?

And well, let'southward not forget that if at that place'south a brand that totally knows how to win fan'due south love, that's certainly Nike.

During the COVID-nineteen crisis, it has shown huge support to the world, with the launch of its "Play inside, play for the world" entrada.

Having a huge endorsement, with famous sports names similar Cristiano Ronaldo sharing the message on social media as well, making this campaign a huge success.

Only since Nike doesn't play with half measures, the make got all in and launched a diverseness of deportment meant to support the community, like the mini-conditioning challenges series on Instagram.

Since we don't wanna mess the surprise, we'll let you notice more virtually Nike's strategy during the pandemic later on.

3. Images make upwards for the most engaging posts

According to our recent Instagram engagement study, images best return savings when information technology comes to large profiles. And now nosotros're asking you, what'south your favorite kind of content delivered past way brands?

Our data shows 8 out of nine best performing posts are images and applies to luxury manner brands, likewise sportswear and home style ones.

Which is pretty logical, if thinking, cuz' you but need a glance at an outfit to admittedly dearest information technology - or not, and move on.

Or, if you accept a more critical eye and a bit of time, to analyze the expert and the bad.

So, in this case, a brilliant and steady image is what users are most fatigued to.

four. Luxury fashion is the most engaging segment on Facebook

We've seen how important Instagram is in the earth of mode, but what's nevertheless worth remembering is that each segment has different kinds of audiences.

Let's have high-end manner, for example, which may have a more mature target than sportswear and homestyle brands.

And this is all due to the fact that people demand time to make professional accomplishments that will clinch them the financial resources needed to become clients of such sectional brands.

This sounds like a good explanation of why luxury manner names dominion on Facebook when it comes to engagement, giving the fact that this mother-platform has the most mature audience.

5. Brands from the sportswear segment have the highest engagement rate per mail service on Instagram

We've all seen the effects of the pandemic over the everyday lifestyle, and it gets even more obvious when information technology comes to our social media habits.

Equally sports apparel has tried over lockdowns to give some support to the community, with all kinds of initiatives, it's no wonder why people are keener on engaging with sport-related brands.

Most of the time, individuals relate to the messages sent by sports brands because of their humanized arroyo, with their examples and stories being turned into life goals.

Nosotros've seen brands like Nike are loved for more than their pretty shoes, but much more for the inspiration given.

Therefore, with every social mail service sent out there, they send a new pointer of empowerment, a new opportunity of consolidating people's self-trust.

With a strategy that focuses on motivating their audience, at that place's no wonder sportswear is the segment with the highest values when it comes to the average engagement per post.

Final thoughts

Marketing in the fashion industry ain't like shooting fish in a barrel since the clothing industry is a very competitive i.

But knowing how the digital landscape for this niche looks like will help yous better understand your position in the marketplace and help you orient your time to come actions.

Non to mention a couple of insights are always helpful, particularly in those times of a crossroad, when creating or irresolute a social media strategy is badly needed.

Related manufactures:

• Instagram Metrics Every Marketer Needs To Know
• Create A Successful Instagram Marketing Strategy in 2021
• [Insider Insights Podcast] The Power of Facebook Ads For Your Brand

Share this post