Online Clothing Retailers: The Social Media Top Ten
With potential shoppers browsing for tips on the hottest new styles, online clothing retailers are actively trying to boost their social media followers and, naturally, sales. Which online retailers are making the most use of social media channels? Here’s our Top Ten.
Who’s topping the league tables? Let’s start with ASOS. We just reported on the connection between its social media community building investment and its top line sales growth. Still, it’s not quite enough to top the list.
By a simple measure of social media fans (we looked at all branded social media channels including Facebook, YouTube, MySpace, Bebo, Twitter and bespoke communities), Zappos is the tops, edging out ASOS by roughly 50,000. Here’s the full list:
On a side note, notice ASOS is the only one with a bespoke social community, and it accounts more than 75% of the total fan following. Could this be the rise of home-grown social media networks for online retailers?
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Great post! I would like to suggest Patagonia Outdoor Clothing to the top 10 list.
It’s really cool we are doing twitter for a few months now and things are growing rappidly. Our website http://www.lokalheroz.com is atracking more&more visitors lately, but 1.7mln?!
Wow, respect to those numbers.
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Here in Europe, La Redoute is also doing a fine job: in France, Portugal and especially Spain. Links to all their Spanish Social Media sites can be found on their blog on the panel to the right:
Blog of La Redoute Spain
For transparency’s sake I should note that our agency currently handles their presence on social networks.
Regards
Paul
An interesting question but one that should be answered in context. ASOS have succeeded in creating a closed network because of their established following. If for example you opened an online store 18 months ago and created countless online profiles in addition to a unique user group or closed network for fans away from Facebook and Linkedin (and others) you would soon find that it would be nigh on impossible to populate it without:
1. Generating an incentive to join (free gift)
2. An existing online network
3. Hyjacking someone elses network…
The list could go on, but bottomline you need to invest heavily in creating a network for it to work – ASOS discovered that they had a fairly unique selling point.
I spent time with Zappos March / April 2009 to get under the skin of what makes them tick as an online selling machine – what is absolutely clear is the attention to detail and the utter conviction that they are the best in the world at providing the best online experience.
Good points, Colin. The ASOS model won’t be easy to replicate for many brands. Though still worth aspiring to.
I know La Redoute well, Paul. My wife discovered their site last year before our girls were born. Our closet is now filled with tiny skirts and other French fashions. The La Redoute iPhone app was, I believe, the first one she downloaded. Bravi!
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