Reech looked at the brands in the world of Fashion and more particularly those of the DESIGNERS most mentioned by influencers on social networks (share of voice). This study was carried out using the Reech Benchmark* functionality of the Reech Influence Cloud solution, configured to analyze the share of voice of 114 brands in the fashion sector among influencers with a minimum of 5,000 subscribers. The data analyzed comes from social media APIs. The mentions analyzed concern the period from January 1, 2022 to December 31, 2022
Global KPIs
Thanks to Reech Benchmark, a module of the Reech Influence Cloud solution, which analyzes the mentions and tags of influencers on social networks, Reech examined the share of voice of 114 brands in the world of Fashion, to draw up the Top 10 Designer brands most frequently cited by influencers.
In total and across all social networks, more than 6.4k influencers mentioned fashion sector brand accounts in the Creators category between January 1, 2022 and December 31, 2022.
Organic publications are very much in the majority and represent 93.1% of the total 25,131 brand mentions over this same period. There were 970 million impressions, 84 million engagements and an average engagement rate of 3.89%.
Instagram remains the preferred network of influence and is positioned in first place on the podium followed by TikTok and Youtube.
Instagram :
– 4,394 influencers who spoke.
– 68.5% of total impressions.
– 2.9% engagement rate.
TikTok :
– 1,268 influencers who spoke.
– 19.7% of total impressions.
– 8.64% engagement rate.
Youtube :
– 367 influencers who spoke.
– 5.7% of total impressions.
– 6.15% engagement rate.
Performance by influencer typology
Nano influencers at the top of the rankings! It is this segment of all influencers who spoke the most, citing Creator brands, at 31.2%. However, they represent barely less than 2% of the total sum of 84.1 million commitments (i.e. 1.68 million) but benefit from listening and an average engagement rate from their community which is the highest higher with 4.28%.
Micro :
They represent 29.5% of the 6,413 influencers who spoke the most, citing Creator brands on social networks. They generated 9.7% of total engagements (84.1M) while benefiting from an average engagement rate (the second highest rate among the rest of the other influencer typologies) with their communities of 3. 56%.
Middle :
They represent 31.2% of the 6,413 influencers who spoke the most, citing Creator brands on social networks. They generated 10% of total commitments (84.1M) while benefiting from an average engagement rate of 3.35%.
Top :
They represent 16.6% of the 6,413 influencers who spoke the most, citing Creator brands on social networks. They generated 30.9% of total engagements (84.1M) while benefiting from an average engagement rate (the lowest of any other influencer typology) with their communities of 3.22%.
Celebrity:
They represent 5% of the 6,413 influencers (the smallest share of the influencer mix) who spoke the most by mentioning Creator brands on social networks. Yet they are the ones who generated the greatest total number of commitments, 39.7M out of the 84.1M total, or 47.3% while benefiting from an average commitment rate (the third highest rate of the rest other types of influencers) with their communities by 3.39%.
“From a certain number of subscribers, influencers become professional: their posts are paid by brands who allocate a significant part of their influence campaign to their remuneration and can demand a form of exclusivity on mentions. The smallest influencers will very easily tag or mention all the brands represented on their publications to inform their community and attract the attention of these brands that they like.comments Guillaume DOKI-THONON, CEO of Reech.
Top 10 Designer brands most mentioned in influencer publications
Simon brings Jacquemus and Provence to the firmament of fashion designers
Jacquemus style fashion is a poetic story written with a pen full of sensitivity where Mediterranean flavors and childhood memories mix. From pine trees to lavender, a warm and refreshing universe, where sea spray and mistral intertwine in a dance scented with the flower of immortelle.
Van Gogh painted it, Marcel Pagnol told it and Jacquemus shaped it. Provence is the main influence of his pieces, a clean and personal universe which guides his creations. He explains it himself on his Instagram account “MY NAME IS SIMON PORTE JACQUEMUS, I LIKE BLUE AND WHITE, STRIPES, THE SUN,
FRUITS, LIFE, POETRY, MARSEILLE AND THE 80S.”
Jacquemus with his interpretation of Provence is a new facet of French fashion, removed by several degrees Celsius from strict classicism, he has seduced the whole world with tangy tones, bright, often primary colors and joyful shapes.
A very personal tone which allowed the creator to stand out from the crowd and offer a vision which is reflected in a differentiating social media strategy. An assumed bias that makes the brand a reference today. Jacquemus knew how to take advantage of social networks to promote his brand. He regularly shares striking images and videos of his collections on his Instagram accounts, attracting a large audience and engaging his subscribers (5.9M followers on Instagram)
Jacquemus accounts for 26.8% of the vote share out of the 970.8M in total, or 260M. It largely dominates the ranking with a difference of more than 100M additional impressions compared to Diesel which comes in second position. As for commitments, again no debate is possible. Jacquemus crushes the competition with 24.4M commitments, almost a third on his own.
This is almost 3 times more than Chloé or Diesel neck and neck with 9.9M and 9.8M commitments.
Since its launch in 2009, Jacquemus has, on the one hand, been able to shine with numerous communication stunts and on the other hand, has been able to surround itself with influential personalities, making the brand in 2023 one of the top shares of voice in the market.
Bouquets of flowers decorated with fabrics from old collections available for delivery or collection on site.
A pop-up store where each key piece (like the Bambino bag) is showcased in the heart of oversized immersive installations.
Between Hawaiian sand and Provence lavender, each fashion show is an impatiently awaited event to discover the designer’s new pieces and decors. Jacquemus knew how to attract the attention and conquer the hearts of several celebrities, who are now very often present around the catwalks. This is the case of Monica Bellucci, Vincent Cassel and Tina Kunakey, Bella and Gigi Hadid, Rihanna, Beyonce, Dua Lipa, Angèle, Damso, Lena Situations and Georgina Rodriguez.
Jacquemus is a talented and visionary fashion designer who has created a unique and recognizable brand. Its fashion shows are events not to be missed and its creations are worn by the biggest stars in the world.
Taking in his own way the same paths painted by Cézanne, he moves with certain steps towards a glory identical to that of my father.
Top 10 designer brands most mentioned by influencers
JacquemusDieselCoperniChloéKarl LagerfeldIsabelle MarantAmina MuaddiMiumiuDolce & GabanaCalvin Klein
“It is no surprise to find Jacquemus in the Top Designer brands most cited by influencers on social networks, what is more surprising is the total dominance of the brand with regard to the market and its other competitors. His work, his universe and his creativity have attracted a public seeking a renewal in fashion, to think outside the box and to offer a personal experience in creations. The public being receptive to the offer and to this new vision of fashion, Jacquemus capitalized on this general enthusiasm and made a strategic choice to direct its communication towards social media and influence. A more than successful bet when we see today the number of celebrities who attend the fashion shows”concludes Guillaume DOKI-THONON.
2023-09-21 10:01:46
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