A fashion and luxury report released today by social intelligence company Brandwatch reveals that Louis Vuitton, Christian Dior and Calvin Klein had the strongest social media presence of the 32 brands studied, receiving the highest scores overall in the five categories considered.
Brandwatch analyzed 721,140 social conversations revolving around 32 luxury fashion brands on Facebook and Twitter. The five categories used were social visibility, general visibility, net sentiment, reach growth and social engagement and content.
According to a statement from Brandwatch, luxury fashion brands overall are missing opportunities to connect with their audience.
Chanel had the highest social visibility, and Coach received the most positive sentiment. Brands such as Kenzo, Dsquared2 and DKNY were amongst those with the lowest overall scores.
“The luxury fashion industry has been comparatively slow to attend to fans and followers on social media, with a few exceptions, which is surprising given this industry’s commitment to top notch customer service and quality,” said Adam Edwards, sector director at Brandwatch. “Luxury customers expect white glove service and, done right, social affords those brands a powerful platform for engaging and strengthening customer loyalty.”
The report cites celebrities, particularly musicians, that have brought in major social buzz for brands. Justin Bieber was mentioned 87,000 in relation to his Calvin Klein underwear campaign, Ariana Grande increased mentions for Coach as did Miley Cyrus for Prada and Versace. Grande’s dog Toulouse even appeared in Coach’s campaign this summer.
Meet the newest #coachpups star, @ArianaGrande‘s right-hand “man” Toulouse Grande, modeling #CoachFall2015. https://t.co/aeEcODFh7R
— Coach, Inc. (@Coach) July 28, 2015
Rihanna was tapped to be the face of Dior, appearing in ads and sharing the photos with her millions of Instagram and Twitter followers.
Luxury brands are major trendsetters in the world of fashion, but it looks like they’ve got some catching up to do when it comes to social media.