Stylophane, the interactive marketing agency, has found that Dior beats every other brand in apparel and footwear when it comes to get a thumbs-up to its Facebook posts. Sneaker brand Converse might have the most Facebook fans in the fashion world, with more than 21m ‘likes’, compared to Dior’s 6m, but in the important category of ‘post likes’ the French fashion house is miles ahead.
The figures for the month of January, found that Dior received 153,028 ‘post likes’ versus 100,382 for the sneaker brand. Post likes are registered when Facebook users click on the ‘like’ button next to a comment, which in turn gives active posters an advantage over those who are less engaged, and shows when brands are producing content that engages with their consumers.
Dior uploaded 12 posts in January, ranging from backstage imagery from its Couture show to the front row celebrities and the actual collection, as well as its Golden Globes coverage and its new scented nail polish. Using Stylophane’s figures it means that each post got more than 12,000 ‘likes’.
Luxury fashion brands did well in Stylophane’s ‘post likes’ ranking, with The Art of Travel by Louis Vuitton taking third spot with just under 100,000; and Chanel, Dolce & Gabbana and Burberry joined them in the top 10. Fashion brands that came within the top 20 included Coach, Betsey Johnson, Armani, uber-stylist-turned-designer Rachel Zoe, Guess, Christian Louboutin, and Gucci.
Image: Dior Facebook page