30 Sep '15, 1pm

Fashion Brands: Lots of Fans, Low Engagement: Calvin Klein, Christian Dior and Louis Vuitton scored high on Br...

Large social media followings don’t necessarily equate to engagement. So says the inaugural Fashion & Luxury report from social intelligence firm Brandwatch, which looked at 721,140 social conversations surrounding 32 fashion and luxury brands. Digital powerhouse brands from Michael Kors to Calvin Klein to Tory Burch were measured against five key metrics: social visibility, general visibility, net sentiment, reach growth, and social engagement and content. While Calvin Klein , Christian Dior and Louis Vuitton garnered the highest scores across the five areas of study, DKNY was among the lowest-rated brands. Chanel has the highest social visibility and Coach had the most positive sentiment of the group. Justin Bieber helped fuel social conversation for Calvin Klein , and the singer was mentioned in relation to the brand more than 87,000 times. While many of these brands ha...

Full article: http://wwd.com/media-news/direct-internet-catalogue/micha...

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