Fashion Brands Using Facebook To Best Effect

Study finds Facebook visits often precede searches for clothing

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Lots of companies have a strong presence on Facebook, with Chipotle, Ford, and NBC all making significant moves just this week.  But when it comes to effective marketing in the UK, new data from Experian Hitwise indicates that fashion brands know how to use Facebook best.

Robin Goad, who shared that finding in a corporate blog post earlier today, arrived at it by examining which sites people search for after leaving Facebook.  Then he "created an Index score which measures searches for a brand after Facebook compared to searches for a brand in All Categories."

You can see the results for yourself below, and Goad explained, "An Index score of 100 would be an average, but any score over 100 indicates that a brand is getting a much higher proportion of its searches after a visit to Facebook than it does in normal search."

Not familiar with those names?  Jack Wills, Republic, Topman, Topshop, River Island, Asos, Miss Selfridge, and New Look all make or sell clothing.  (Play.com deals in CDs, DVDs, books, and the like.)

Marketers should take a close look at how fashion brands build up and interact with their audiences on Facebook, then.  Perhaps not every tactic will be applicable elsewhere, but it looks like everyone has plenty to learn.

Fashion Brands Using Facebook To Best Effect
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  • http://www.dydacomp.com molly griffin

    Thanks for sharing this. I think fashion brands are a great resource to track and analyse to help small businesses find out how to make facebook more effective. It is clear that this companies are doing something that is working out in their favor, so it is about time marketers and small businesses follow the fashion lead. Will look into this myself.

    Molly Griffin

  • http://www.bigeyes.me BigEyes

    Well Mashed up article. Its all Marketing and getting to know your niche or not-so-niche group of customers.

    May as well “get out there”.


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