Ted Baker named as most socially engaged own-brand menswear retailer
Ted Baker received the highest score of 14 out of a possible 25 as the retailer was praised for its efforts to bring its personality to life with “playful and sophisticated” content. This included high quality imagery, illustrations and films displaying products, well-designed and visually interesting size guides, and the use of new technologies such as augmented reality to create an immersive experience for customers.
Paul Smith ranked at number two with a score of 12.5 due to social content being tailored appropriately to suit each channel. The brand uses Periscope to cover backstage moments from fashion shows and Instagram to share behind the scenes footage and product images. Meanwhile, Pinterest focuses on catwalk looks.
The study by retail marketing agency Leapfrogg analysed 11 fashion retailers’ social media activity across Twitter, Facebook, Instagram and Pinterest, alongside content quality. Engagement levels across social channels influencing purchases were scored using analytics tools and qualitative testing. Retailers received 0 to 5 for each platform, with 5 being the highest.
Third-placed Reiss’ social engagement levels were found to be consistent across all channels to help it to a score of 11.5.
“The rise of the male fashion consumer has created huge social engagement opportunities for online retailers, but only if they can cater to particular needs and wants,” said Rosie Freshwater, managing director of Leapfrogg.
She added: “A personalised experience for customers will help them connect with a brand, heightening the chances of a purchase. Brands that truly relate to customers are far more likely to be rewarded with a ‘connected’ relationship.”
According to the study, channels showing the best engagement levels were Twitter, followed by Facebook. Instagram and Pinterest were the least engaged channels.
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