Luxury online retailer Mr Porter is the most socially engaged multibrand premium fashion retailer, according to new research by retail marketing agency Leapfrogg. The menswear brand, which is owned by Net-a-Porter, scored 17 out of a possible 25, and was praised for its
clear content strategy and online magazine, as well as engagement on Twitter and Instagram.
Mr Porter was closely followed by Kurt Geiger, Matchesfashion.com and SecretSales, which scored 15.5, 15 and 15 respectively.
Leapfrogg compiled the list by analysing the social activity of 25 clothing and footwear retailers across Twitter, Facebook, Instagram and Pinterest, as well as their content quality. Each retailer was scored on how their engagement influenced purchases, using analytics tools and qualitative testing.
Mr Porter ahead of Kurt Geiger, Matches and Secret Sales in social engagement list
The research found that Kurt Geiger, which came in second with 15.5 out of 25 had a distinctive visual style that Leapfrogg said was consistent across all social channels, especially on Instagram and Pinterest. It added that its blog written by a fictional character modelled on Kurt Geiger’s core customer highlighted a defined target audience.
Ranked joint third was matchesfashiom.com, who had the highest engagement on Pinterest of all brands monitor, however the research did add that it had yet to introduce shoppable ‘rich pins’, while flash sales site SecretSales was noted as having a relatively low engagement rate despite producing a high quantity of content.
Commenting on the report, Rosie Freshwater, managing director of Leapfrogg, said: “Retailers that scored highly know their customer, but there is still work to do and the majority of premium fashion brands don’t have a defined social strategy.
“Online brands need to invest in customer insight in order to understand their audience. Having a presence on social platforms isn’t enough. Captivating shoppers by delivering consistent, quality content and tailoring it to popular channels will lead to higher engagement and sales.”