Analysis of 10 luxury fashion brands: Armani, Burberry, Calvin Klein, Chanel, Dior, Dolce & Gabbana, Gucci, Louis Vuitton, Marc Jacobs and Versace.

June 1 - July 28 2014

Luxury Fashion Industry: 3 Facebook Campaigns Analyzed

Executive Summary“Luxury Fashion Industry: 3 Facebook Campaigns Analyzed”

The luxury fashion industry would seem to be the perfect combination for social media. Great looking products, celebrity models, and an air of exclusivity. And indeed, luxury fashion brands have some of the largest fan counts of any industry in social media.

This report starts with a high-level look at the luxury fashion industry on Facebook, assessing the subjects and themes brands are posting about. Then it deep dives into 3 of the campaigns, looking at the posting calendar, level of promotion behind the campaign, top posts, and more.

Data highlights and key takeaways:

❖ Average page fan count of over 10 millions fans❖ Moderate posting volume, with an industry average of 72 posts per brand over almost 2 months.❖ Only 2 brands, Louis Vuitton and Chanel, seem to be putting a lot of promotion behind their Facebook posts❖ 2 of the 3 top performing campaigns ran for less than 3 weeks❖ Hashtags and celebrities are key topics in some of the best performing campaigns

Brands analyzed are: Armani, Burberry, Calvin Klein, Chanel, Dior, Dolce & Gabbana, Gucci, Louis Vuitton, Marc Jacobs and Versace

All data in report from the period of June 1 - July 28 2014, unless noted otherwise.

Chart: Facebook Leaderboard

By comparing the total engagements a brands posting generates to those generated in the first 24 hours of a post’s lifetime, you can see which brands are paying to keep their content alive in the newsfeed.

In this case, that’s Louis Vuitton and Chanel.

Posting volume is moderate, with an average of 72 posts per month per brand. Dolce & Gabbana is exceptionally high at 217.

Several brands promoting their content significantly

Chart: Subject Explorer

Campaign themes are typically represented by hashtags and URLs.

Many campaigns and themes are well above the industry average engagement rate of .07%.

Analysis was limited to campaign themes appearing 5 or more times.

Analysis used engagement rate based on engagements generated in first 24 hours for more accuracy.

High-performing themes include hashtags and celebrities

Chart: Subject Analyzer

A 15 post calendar over about a month of coverage leading up to the Paris show. The engagement rate of .25% is well above the industry average of .09%.

Engagements:Minimal promotion, as most of the engagement was generated within the first 24 hours after each post was published.

Posting Calendar:Campaign posting calendar shows a build towards the event, the spike in event coverage, and then the brand’s ongoing leverage of buzz and content generated during the event.

#atelierversace - Performance well above industry average

Chart: Subject Analyzer

A 7 post calendar over about a 3 week period introducing a new line. The engagement rate of .28% is well above the industry average of .09%.

Engagements:Significant promotion behind this campaign.

Top Brand Post:Celebrated fashion photographer Annie Leibovitz featured in campaign.

#lvseries1 - Louis Vuitton’s product line campaign

Chart: Subject Analyzer

While several brands posted about the World Cup, Louis Vuitton made the case the FIFA World Cup Trophy was delivered in.

Post promotion is revealed in the tabulation of engagements beyond the 24 hour post process.

FIFA - Louis Vuitton’s continuing partnership

About This Report

“3 Luxury Fashion Facebook Campaigns Analyzed”

Some additional considerations:

❖ Analysis includes 10 luxury brands selected based on their total social media community sizes

❖ In addition to Facebook, Zuum also analyzes Twitter, YouTube, Instagram, Google+, Pinterest and LinkedIn.

❖ Posts shown and analyzed are only public or US market posts

For more information about Zuum’s capabilities and pricing, please contact sales@zuumsocial.com

ZuumSocial.com

Be notified when reports like this are available from Zuum: get.zuumsocial.com/socialintelligence/

Subscribe