Analysis of 10 luxury fashion brands: Armani, Burberry, Calvin Klein, Chanel, Dior, Dolce & Gabbana, Gucci, Louis Vuitton, Marc Jacobs and Versace.

1. Analysis of 10 luxury fashion brands: Armani, Burberry, Calvin Klein, Chanel,
Dior, Dolce & Gabbana, Gucci, Louis Vuitton, Marc Jacobs and Versace.
June 1 - July 28 2014
Luxury Fashion Industry: 3 Facebook Campaigns Analyzed

2. Executive Summary
“Luxury Fashion Industry: 3 Facebook Campaigns Analyzed”
The luxury fashion industry would seem to be the perfect combination for social media. Great looking products, celebrity models,
and an air of exclusivity. And indeed, luxury fashion brands have some of the largest fan counts of any industry in social media.
This report starts with a high-level look at the luxury fashion industry on Facebook, assessing the subjects and themes brands are
posting about. Then it deep dives into 3 of the campaigns, looking at the posting calendar, level of promotion behind the campaign,
top posts, and more.
Data highlights and key takeaways:
❖ Average page fan count of over 10 millions fans
❖ Moderate posting volume, with an industry average of 72 posts per brand over almost 2 months.
❖ Only 2 brands, Louis Vuitton and Chanel, seem to be putting a lot of promotion behind their Facebook posts
❖ 2 of the 3 top performing campaigns ran for less than 3 weeks
❖ Hashtags and celebrities are key topics in some of the best performing campaigns
Brands analyzed are: Armani, Burberry, Calvin Klein, Chanel, Dior, Dolce & Gabbana, Gucci, Louis Vuitton, Marc Jacobs and
Versace
All data in report from the period of June 1 - July 28 2014, unless noted otherwise.

3. Chart: Facebook Leaderboard
By comparing the total
engagements a brands posting
generates to those generated
in the first 24 hours of a post’s
lifetime, you can see which
brands are paying to keep their
content alive in the newsfeed.
In this case, that’s Louis
Vuitton and Chanel.
Posting volume is moderate,
with an average of 72 posts per
month per brand. Dolce &
Gabbana is exceptionally high
at 217.
Several brands promoting their content significantly

4. Chart: Subject Explorer
Campaign themes are typically
represented by hashtags and
URLs.
Many campaigns and themes
are well above the industry
average engagement rate of .
07%.
Analysis was limited to
campaign themes appearing 5
or more times.
Analysis used engagement rate
based on engagements
generated in first 24 hours for
more accuracy.
High-performing themes include hashtags and celebrities

5. Chart: Subject Analyzer
A 15 post calendar over about a
month of coverage leading up to
the Paris show. The engagement
rate of .25% is well above the
industry average of .09%.
Engagements:
Minimal promotion, as most of the
engagement was generated within
the first 24 hours after each post
was published.
Posting Calendar:
Campaign posting calendar
shows a build towards the event,
the spike in event coverage, and
then the brand’s ongoing leverage
of buzz and content generated
during the event.
#atelierversace - Performance well above industry average

6. Chart: Subject Analyzer
A 7 post calendar over about a 3
week period introducing a new
line. The engagement rate of .28%
is well above the industry average
of .09%.
Engagements:
Significant promotion behind this
campaign.
Top Brand Post:
Celebrated fashion photographer
Annie Leibovitz featured in
campaign.
#lvseries1 - Louis Vuitton’s product line campaign

7. Chart: Subject Analyzer
While several brands posted
about the World Cup, Louis
Vuitton made the case the FIFA
World Cup Trophy was delivered
in.
Post promotion is revealed in the
tabulation of engagements
beyond the 24 hour post process.
FIFA - Louis Vuitton’s continuing partnership

8. About This Report
“3 Luxury Fashion Facebook Campaigns Analyzed”
Some additional considerations:
❖ Analysis includes 10 luxury brands selected based on their total social media community sizes
❖ In addition to Facebook, Zuum also analyzes Twitter, YouTube, Instagram, Google+, Pinterest
and LinkedIn.
❖ Posts shown and analyzed are only public or US market posts

9. For more information about Zuum’s capabilities and pricing,
please contact sales@zuumsocial.com
ZuumSocial.com
Be notified when reports like this are available from Zuum:
get.zuumsocial.com/socialintelligence/
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