A look at our 2013 Digital IQ Index: Fashion report reveals that fashion brands are investing to follow consumers on multiple digital platforms. 99% are on Facebook. 95% are on Twitter. 93% are on YouTube and 88% are on Instagram. 84% are active on Pinterest and 72% are on Google+. The 49 brands L2 tracked since 2011 have doubled their Facebook followers in two years.
Not content with presence, many used creative tactics to engage fans. Cole Haan encouraged fans to share on social media with #silvergrandsweeps, a social game that offered a pair of silver shoes as a sweepstakes reward. Ralph Lauren launched “The Polo Ralph Lauren Survival Guide” on Instagram, featuring Polo Ralph Lauren products in tongue-in-cheek how-to videos about outdoor survival.
A classic, however, delivered sturdy and measurable results. Marketing emails from fashion brands had a 20.8% open rate and a 3.3% click rate in 2013, despite a 17.6% year-over-year industry-wide increase in quantity from the previous year. Perhaps, more surprising is that customer responsiveness to emails has increased since 2012. As mentioned at the Year in Review event we hosted last week in New York, unsubscribe rates in the first quarter of 2013 decreased to 0.14% from 0.16% year-over-year. The average order increased to $182.92 from $159.93 and total open rate increased to 24.4% from 22.2%.
An avant-garde social media presence can keep brands top of mind, but the old-school method of email seems to be nowhere near extinction.