Topshop has ranked first in the list of the most influential fashion brands on social media. Also on the top 5 list is Asos falling back into a second place. Surprisingly British High Street staples Dorothy Perkins, Primark and Marks & Spencer, beat some of the new and trendier brands like Boohoo, Missguided and PrettyLittleThing, despite a young customer base, to complete the list.
The biggest fashion brands on social media tend to be big because of Instagram, with huge inconsistencies between the number of followers among the most social brands and those further down the table. This is despite the average fashion-led Facebook account having more followers than Instagram, particularly across the top 30 brands.
Topshop and Asos sweep to the front of the pack because of their comparatively huge Instagram followings – 8,900,000 and 6,200,000, respectively. Dorothy Perkins falls into third despite being utterly dominant on Facebook, with well over double the numbers of followers of any other UK fashion brand.
Twitter lingered a long way behind Instagram and Facebook in terms of the average number of followers, though Pinterest performed far worse. This perhaps speaks to the difficulty brands face in using Pinterest for marketing, alongside the struggle Pinterest has faced while trying to commercialise its offering – even in an image-heavy industry like fashion.
The lack of concern over Pinterest is also shown in the number of verified profiles though the Twitter blue tick is not given out too generously either.