Report Period: January 1 - December 31, 2015

2015 in Review: A Social Media Benchmark & Content Summary for the Luxury Fashion IndustryA benchmark and content analysis of how luxury fashion brands performed in 2015 on Facebook, Twitter, Google+, YouTube, and Instagram. Brands analyzed are CHANEL, Louis Vuitton, Burberry, Dior, Gucci, Dolci & Gabanna, ARMANI, Calvin Klein, and Versace.

SummaryIn this report we look at the fan counts, posting habits, engagement levels, and content themes of the top luxury fashion brands in the US for 2015. We’ll analyze 9 category leaders: CHANEL, Louis Vuitton, Burberry, Dior, Gucci, Dolce & Gabanna, ARMANI, Calvin Klein, and Versace.Highlights

❖ Facebook is the largest social network, with just over 45% of the average fan count across all networks.

❖ Instagram is the largest growing network for 2015, with an average growth rate of 197%. Facebook lost an average of 6% of fans.

❖ Instagram captured over 90% of the average engagement for 2015.

Report Period: 2015

How fans are distributed across the social networksThe largest social network for our brands is Facebook, followed by Instagram and Twitter.

How fan growth is distributed across the social networksInstagram experienced the highest growth rate in 2015 for this industry, with an average growth rate of 197%.Facebook lost an average of over 6% for the year. This drop is due to Facebook’s decision to purge voluntarily deactivated and memorialized pages from business pages. You can read more about it here.

Facebook Fan PurgeYou can see from the two sample trending charts that fan counts took a sharp downturn in March following the fan purge. Looking closely at Calvin Klein, we can see that they lost a total of about 3.7 million fans. From July through December, they gained back a total of about 203,000 fans for the 6 month period. That’s just over 5% of the fans they lost previously in the year.

Trending

How fans are engaging across the social networksThe majority of average engagement happened on Instagram for 2015. Over 90% of average engagement happened on the network, despite having only about 25% of the average total fan count across all networks. You can compare engagement numbers here to the fan/follower counts on slide 3.

Top data points on FacebookAs we discussed earlier, many brands posted a fan loss for 2015 due to the Facebook purge. Armani and Versace were the only brands able to recover fan count numbers after the purge.Chanel is posting well below the industry average of 304 posts with only 52 posts for the year.All brands appear to be moderately promoting their posts.

Top terms on FacebookThe top terms chart gives a snapshot of the most used or engaging posting topics for the entire year of 2015. Hashtags and URL’s here reveal campaign themes among the brands.Note that these are terms used at least 10 times throughout the entire year by any of these brands.

Top Posts on FacebookThree of the top posts for 2015 are photos and two are videos.Three of the top posts also appear to be promoted. Chanel landed four of the top five posts for the year. They also have the lowest posting volume for the year for this industry. Chanel is likely using targeted posts, which do not show up in public data.

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