Fashion brands have a lot of fans on their own Facebook pages, that they should engage directly rather than rely on print ads in traditional magazines where they don't even have the feedback loops to know if anyone saw the ad or took action as a result of it.

1. Augustine Fou- 1 -
Facebook Brand Fans
Are Larger than Most
Magazines’ Circulation
Dr. Augustine Fou
http://linkd.in/augustinefou
acfou @mktsci .com
May 2014

2. Augustine Fou- 2 -
0.9M
0.9M
1.1M
1.1M
1.2M
1.2M
1.5M
1.5M
1.6M
1.7M
2.0M
2.0M
2.3M
3.0M
3.5M
Source: Facebook, May 2014 Source: Wikipedia, 2013
Facebook is Bigger
Augustine Fou- 2 -
Brands’ own fan counts already outnumber the
circulation of the largest magazines.
17.2M
17.0M
13.0M
13.0M
12.0M
9.3M
9.0M
7.7M
6.4M
5.0M
3.8M
2.8M
2.5M
2.2M
1.8MHermès
Fendi
Versace
Cartier
Prada
Coach
Armani
Ralph Lauren
Dolce & Gabbana
Calvin Klein
Chanel
Dior
Gucci
Louis Vuitton
Burberry
People
Cosmopolitan
Glamour
Real Simple
Seventeen
InStyle
Shape
Self
Fitness
Vanity Fair
Vogue
Elle
Lucky
Marie Claire
GQ

3. Augustine Fou- 3 -
Author’s Commentary
“Given that fashion brands have many times the
number of fans on Facebook than magazines
have in circulation (declines continue) the
brands should develop more programs that
engage these potential customers directly – i.e.
repurpose dollars that would have been spent on
print ads to social, where they can see if and
who engaged with them.”
-- Dr. Augustine Fou

4. Augustine Fou- 4 -
Burberry – 17.2M

5. Augustine Fou- 5 -
Louis Vuitton – 17M

6. Augustine Fou- 6 -
Dior – 13M

7. Augustine Fou- 7 -
Gucci – 13M

8. Augustine Fou- 8 -
Chanel – 12M

9. Augustine Fou- 9 -
Calvin Klein – 9.3M

10. Augustine Fou- 10 -
Dolce & Gabbana – 9M

11. Augustine Fou- 11 -
Ralph Lauren – 7.7M

12. Augustine Fou- 12 -
Armani – 6.4M

13. Augustine Fou- 13 -
Coach – 5M

14. Augustine Fou- 14 -
Dr. Augustine Fou – Chief Digital Strategist
“Brands can and should engage directly
with their fans and customers via their
own Facebook pages. They are no longer
limited to placing a glossy ad in a
magazine and not even knowing if anyone
even saw the ad.”
FORMER CHIEF DIGITAL OFFICER, HCG (OMNICOM)
MCKINSEY CONSULTANT
CLIENT SIDE / AGENCY SIDE EXPERIENCE
PROFESSOR AND COLUMNIST
ENTREPRENEUR / SMALL BUSINESS OWNER
PHD MATERIALS SCIENCE (MIT '95) AT AGE 23
@acfou
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