Mr Porter is the most socially engaged multibrand premium fashion retailer, according to new research.
The menswear etailer, which is owned by Net-a-Porter, scored 17 out of a possible 25 thanks to its clear content strategy and online magazine run by journalists and fashion editors. It was closely followed by Kurt Geiger, Matchesfashion.com and SecretSales, which scored 15.5, 15 and 15 respectively.
Retail marketing agency Leapfrogg compiled the list by analysing the social activity of 25 clothing and footwear retailers across Twitter, Facebook, Instagram and Pinterest. It also looked at content quality in the rankings.
Leapfrogg praised footwear retailer Kurt Geiger for its distinctive visual style, which it said was consistent across all social channels, as well as its blog written by a fictional Kurt Geiger target customer.
Luxury indie mini-chain Matchesfashion.com had the highest engagement on Pinterest, although it is yet to introduce shoppable pins, while luxury flash sales site SecretSales had a relatively low engagement rate despite producing a high quantity of content.
“Retailers that scored highly know their customer, but there is still work to do and the majority of premium fashion brands don’t have a defined social strategy,” said Rosie Freshwater, managing director of Leapfrogg.
“Having a presence on social platforms isn’t enough. Captivating shoppers by delivering consistent, quality content and tailoring it to popular channels will lead to higher engagement and sales.”
The most socially engaged premium retailers:
1. Mr Porter
2. Kurt Geiger
8. Atterley Road
The ratings system covered ‘likes’, comments and shares, which were then divided by the number of followers to present results that could be compared.
Leapfrogg said that, while a handful of retailers stood out, most were not delivering consistent, relevant content and engaging socially with their customers.