Dr Martens is biggest UK retail winner on Instagram says new ranking
today Oct 9, 2018
UK retailers are making the most of the opportunities presented by social media, but some are doing better than others at this and a new ranking shows that Dr Martens is the top British vendor on Instagram.
The ranking also shows that footwear brand Ecco has the best engagement rates on its posts (5% compared to the average of 0.77%) and that Topman is beating both Topshop and Primark.
The data comes from Red Hot Penny with its Social Scorecard, study having examined the state of the UK’s best known store brands’ social media engagement.
It actually ranked 110 of the UK’s largest high street fashion and accessories chains, looking at their Instagram activity and ranking this along with their follower numbers and post engagement rates.
As mentioned, @drmartensofficial came out on top with its mix of street style shots, user generated content and the latest from its collections and lookbooks. It’s closely followed by “global power brands” Guess, Urban Otfitters, Timberland, Hollister and athleisure giant Lululemon.
Surprisingly though, Topman (@topman) came in at number seven, beating its sister brand Topshop (@Topshop) which was only in 14th place. The company said that this was “driven by the higher rates of engagement achieved by Topman’s fashion-focused posting.”
Tommy Hilfiger was in eighth position, ahead of Primark, Nike, Adidas, Levi’s, The Kooples, and Topshop, as mentioned.
There was worse news for M&S which, despite its massive market share was only in 24th place. And another giant, Next, was also lower down than it might like, in 32nd spot.
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