Fashion Company Social Media Review

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Fashion Company Social Media Review

A social media review was undertaken for four global fashion companies - LVMH, VF Corporation, Kering and Inditex. The review looks at each company's LinkedIn, Twitter, Instagram, Facebook and YouTube pages, as well as the company's blog or news page, if existing. For each social media channel, the number of followers, frequency of posts, number of interactions, most common topics and any employee interactions are provided in the attached spreadsheet. This report provides a brief overview of the findings for each company as well as three examples of its most popular post across all channels over the past three months. In all cases, LinkedIn and/or Instagram proved to be the platforms with the most interactions. The information in the spreadsheet for LVMH was updated from the previous research to provide the top two to three topics on each of its social media channels.

LVMH

  • The focus across all of LVMH's social media channels is advertising the new products and collections of its various brands and houses, followed by highlighting any events that the company would have participated in.

LVMH: Most Popular Content

Screenshots of LVMH's three most popular posts over the past three months, across all social media channels, are provided below. It must be noted that all three posts are from the company's Instagram page, receiving over 7,400 likes each.

VF Corp oration (VFC)

  • VF Corporation (VFC) is an American outdoor and activity-based apparel and footwear company, headquartered in Denver, Colorado, with worldwide locations.
  • VFC owns 19 brands across three segments - outdoor, work and active. These include The North Face, Timberland and Vans.
  • Selected findings from the social media review include:
    • LinkedIn has the most followers (337,138 followers) and receives the most interactions across the company's social media pages.
    • Despite this, the company is most active on its Twitter page, when retweets are included, as it shares tweets from its associated brands multiple times per day.
    • VF Corporation has an inactive Instagram account on which it has only posted once, in December 2019.
    • The company does not have a blog. Instead, similar to LVMH, it has a news page on its website featuring press releases and news articles about new company initiatives and collaborations.
  • Overall, the social media review showed that VF Corporation posts similar content across all of its channels with a focus on sustainability, community impact and new products from its brands.

VF Corporation: Most Popular Content

Screenshots of VF Corporation's three most popular posts over the past three months, across all social media channels, are provided below. It must be noted that all three posts are from the company's LinkedIn page, and garnered over 1,000 reactions each.

Kering

  • Kering is a global Luxury group, based in Paris, France that manages the development of a series of renowned houses in fashion, leather goods, jewelry and watches.
  • Kering's fashion and leather goods houses are Gucci, Saint Laurent, Bottega Veneta, Balenciaga, Alexander McQueen and Brioni.
  • Selected findings from the social media review include:
    • On all platforms except Instagram, the Kering group focuses on advertising and highlighting events featuring employees, or the work, of Kering, or one of its brands, and their commitment to fashion sustainability. In particular, its LinkedIn and Facebook pages have the exact same content.
    • However, its Instagram profile is more glamorous with celebrity spotlights and photos of the houses' latest collections.
    • LinkedIn and Instagram are the two social media channels receiving the most interactions.

Kering: Most Popular Content

Screenshots of Kering's three most popular posts over the past three months, across all social media channels, are provided below. All posts selected garnered upward of 1,400 reactions.

Inditex

  • Inditex, or Industria de Diseño Textil, S.A., is a Spanish multinational clothing company, headquartered in Galicia, Spain.
  • Inditex is the biggest fashion group in the world with 7,200 stores in 93 markets around the world. It owns seven fashion brands which are Zara, Pull and Bear, Massimo Dutti, Bershka, Stradivarius, Oysho and Uterqüe.
  • Selected findings from the social media review include:
    • All of Inditex's social media channels are under the name "Inditex Careers" (except for an inactive YouTube account) and they all post the same content.
    • This content is focused on highlighting the benefits of working at Inditex or one of its brands. In the past four months, it has spotlighted a different employee or group of employees on a weekly basis, sharing what they do and why they enjoy working at Inditex or one of its brands.
    • Despite sharing the same content, its LinkedIn profile receives the most interactions followed closely by its Instagram account although it is LinkedIn and Facebook that have the most number of followers.
    • The company's website does not have a blog or a news page that shares stories often.

Inditex: Most Popular Content

Screenshots of Inditex's three most popular posts over the past three months, across all social media channels, are provided below. All posts received the most interactions through LinkedIn, with over 2,000 reactions.

Research Strategy

For the number of interactions on each social media page, we provided an average range based on typical numbers for likes/reactions, comments, retweets, views and shares. Therefore, the range tends to exclude the highest or lowest number of interactions received by any post, as these numbers are usually rare. For Twitter, this number only refers to the company's own tweet, not any retweets they shared. As was noted in the previous research, it is not possible to tell if company employees are interacting with the company's social media content except to a limited extent on LinkedIn. As such, we only provided employee interaction information for LinkedIn by looking through the list of persons who have reacted or commented on recent posts to see if anyone works at the company through their profile tag line. Additionally, only direct employees of the company were used as examples for employee interaction on LinkedIn but in all cases, employees of the associated brands also reacted to the posts.
Sources
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