Italy’s Finest Fashion in Social Media

A look at the social media performances of the top fashion brands

The Study

Italy and fashion go together like a horse and carriage. Many big-hitter fashion brands have emerged from Italy and onto social media platforms. Socialbakers examines how a few big names utilize their Facebook pages, reach fans and engage with their audience. The fashion industry has done a good job on social media for various events, like Fashion Week, but let’s see how individual brands perform.

Who will we look at?

Gucci Founded in Florence in 1921, Gucci represents world class luxury, Italian heritage and modern style. Steeped in glamour, famed for fashionable yet timeless products, loved by movie stars and bequeathed to future generations - few fashion houses can boast as much mystique as Gucci. This storied Florentine company, founded in 1921, has long been inspired by distinguished women of beauty – actresses, princesses and socialites. Today, Gucci is guided creatively by a similar sort of heroine: Frida Giannini, a Roman whose taste, imagination and panache have driven this storied label to even greater heights. Gucci is renowned worldwide for its fashion authority, Italian craftsmanship and quality, with its exclusive products offered through a selected network of stores.

Fendi The house of FENDI was established in Rome in 1925 with the opening of the first FENDI boutique – a handbag shop and fur workshop.

Soon winning international acclaim, FENDI emerged as a brand renowned for its elegance, craftsmanship, innovation and style. Today, FENDI is synonymous with tradition, experimentation and creativity.

Source: Wikipedia Who Will We Look At?

Versace Founded by Gianni Versace in 1978, Versace is one of the world's leading international fashion brands and a glamorous symbol of Italian luxury world-wide. It designs, manufactures, distributes and retails fashion and lifestyle products including Atelier (Haute Couture), prèt-à-porter, accessories,. fine jewellery, watches, eyewear, fragrances, and home furnishings all bearing the distinctive Medusa logo.

Liu Jo Comes from the minds of two brothers, Marco and Vannis. Created in the mid-90s, they created their first knitwear collection. Soon, the brand faced a rapidly changing market. Forced to strengthen their presence with the introduction of two complete collections, the brand was able to keep up with the times.

D&G A luxury brand that is distinguished by its stylistic originality combined with the superior sartorial content of its creations. The strong identity of the D&G brand has evolved over the years while always remaining faithful to its inherent standards.

Facebook Fans and Fan Growth

According to our Socialbakers dashboard, Gucci has the highest number of Facebook fans with 9,485,705 fans. Gucci also experienced the largest increase in fan growth with an increase of 710,179 fans.

Facebook Fans and Fan Growth

From August 1 until October 31, Gucci’s fan count grew by 8%.

Facebook Fan and Fan Growth

Fendi did not see such an increase as Gucci. With only 2% more fans, the

fashion brand ends the time period with an increase of 32,335 fans. However, a steady increase does suggest some success from the social marketing team.

Facebook Fans and Fan Growth

Versace Dolce & Gabbana Growth rate of 11%. 5% fan increase. 105,017 fan increase 276,575 more fans

Facebook Fan and Fan Growth

Liu Jo wins for most increased fan base! With an exceptional 29% increase, the fashion brand grew its fan count by 86,260. Liu Jo saw the biggest increase on September 19 & 20 when the brand announced supermodel, Kate Moss, would appear at a store opening in Milan.

Interactions

Liu Jo saw the biggest fan increase, but did they engage the fans better than the other fashion brands? Liu Jo had an average daily interaction rate of 623.20 with over 57,000 total interactions. Of the 57,000 interactions, 89% were Likes, 2.36% were Comments and 8.64% were Shares.

Interactions

Dolce & Gabbana nearly doubles the interactions that Fendi received. With 617,319 total interactions, D&G received 91.63% Likes, 7.18% Shares and only 1.19% Comments. Fendi experienced a total of 366,550 interactions with 92.78% being Likes, 5.92% Shares and, again, only 1.3% being Comments.

Interactions

Gucci blows Versace out of the water when it comes to total interactions. With an impressive 1,292,440 interactions, almost 94% are Likes, 5.01% are Shares and 1.18% are Comments. Versace sees only 244,483 total interactions. Again with the most interactions being Likes (91.08%), 6.59% are Shares and 2.33% are Comments.

Most Engaging Content

Fendi’s most engaging post received 22,051 Likes, 420 Comments and 943 Shares. The post is an album of photos of Liu Jo also posted a photo celebrities wearing Fendi of a new magenta evening clothing. dress on August 28th that Dolce & Gabbana posted an album received 3,343 Likes, 106 of celebrities wearing the brand. Comments and 376 With 25,708 Likes, 316 Comments Shares. and 1,696 Shares, this post received the most engagement for the time period.

Content with most likes

Versace’s photo of a new watch received a 1.17% Engagement Rate. The watch photo saw 10,036 Likes, 340 Comments and 1,192 Shares. I wonder if any of those Shares were suggestions for Christmas gifts!

Response Rate

Of the two brands who respond to fans, Liu Jo experienced a 59.46% Response Rate. Not quite up to the industry standard of 65%, but the best out of these fashion brands. Of the 111 posts from fans, 66 were responded to.

With only a 12.24% Response Rate, Fendi is at least responding to something. The second of the only brands with an open wall or any kind of response, Fendi responded to only 6 of the 49 posts by fans.

Case Study Wrap-Up o Liu Jo experienced the largest fan growth in percentage with an increase of 29.39%. o In real numbers, Gucci wins with an increase of 714,051 o The most engaging content for all brands were photos o The most Liked post goes to Versace’s watch photo o The photo with the highest engagement goes to Fendi o The highest Response Rate goes to Liu Jo with 59.46% o Response Rates are drastically low and need major improvement, however, at least 2 brands are responding to something from their fans.

We hope you enjoyed this short study on the social media performance of the top fashion brands from Italy.

If you have any further questions, please do not hesitate to contact us.

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