Burberry turns fans' love into 'likes' as it beats Dior to become Facebook's most popular fashion brand
23:18 GMT, 19 March 2012
Burberry has taken the lead as Facebook's highest fashion label recipient of post 'likes', surpassing previous leader, Dior.
According to market research conducted by Stylophane, just 18 posts on the British label's page in February, generated 138,537 'likes'.
Dior, which was the second most popular fashion brand, generated 118,387 for the same period.
Trench warfare: Burberry has beaten Dior to become the fashion brand with the highest number of post 'likes' on Facebook
Also in the top ten were Coach, Louis Vuitton, Armani and Dolce & Gabbana as well as the lesser-known label Yepme which made a surprise entry in the ranking.
it is the ongoing popularity of streetwear brands like Converse which
continue to surprise fashionistas. Fellow footwear brand DC Shoes also made the top ten as well as Nike Football.
It was Converse, though, that has the most popular Facebook page (rather than posts), with a mammoth 22.9million page likes. Burberry, by contrast, has just over 11million.
It shows how luxury brands are being outdone
by the sportier labels when it comes to page 'likes'.
Adidas has 13.2million page likes, making
it the second most popular Facebook brand. Nike Football has more than
11million and Puma has just under 7million.
Streets ahead: Converse's All Stars range has made it the brand with the most popular Facebook page, with a mammoth 22.9million 'likes'
Burberry's heightened Facebook presence may be thanks to the label's newest advertising campaign,
It model Cara Delevingne and British actor Eddie Redmayne, and shot by famed celebrity snapper Mario Testino.
It has also more than doubled
its activity on the site since January, when it generated just 61,000 post likes.
Burberry was also active in the lead up to London Fashion Week,
which was staged mid-February.
The brand featured preparation updates
for its Fall 2012 women's wear collection on Facebook, and also streamed
a recording of the show.
Brand power: Burberry's Facebook page has attracted, in February, more than double the traffic it saw in January
a marketing perspective, Facebook post likes are a valuable marketing
tool. If a Facebook user chooses to 'like' a brand's content, it
demonstrates first-hand approval.
Gemma Craven, Head of Social at Ogilvy New York said 'liking' something online can translate to actual sales.
'Brands such as Burberry have realised there’s a new customer journey – one that is defined by the increasing impact our social networks have on our purchase decisions,' she said.
THE MOST 'LIKED' FASHION BRANDS ON FACEBOOK
Stylophane ranked fashion brands according to the number of 'likes' each received on its Facebook posts. The top ten for February are:
5. Louis Vuitton
6. DC Shoes
7. Nike Football
9. Dolce & Gabbana
It is becoming increasingly common for fashion brands to look to
Facebook as an indication of product likeability.
'The business case for being on Facebook is clear,' said Miss Craven. 'Recent numbers show 60per cent of Facebook fans are more likely to recommend brands they follow.'
However, Burberry's current success is undeniable. The label's London Fashion Week showing for Fall 2012 was well-received by critics. Style icons Kate Bosworth and Rosie Huntington-Whitely were both seated front row.
As for the show itself, the theatrics
seemed endless. Staged inside a glass tent, faux rain
poured in an extremely life-like fashion down the side of the glass
And elsewhere in the web-sphere,
Burberry maintains a popular Twitter feed. Followed by more
than 853,000 users, it has been reported that the brand relies on divvying up its exclusive content between social media platforms, to attract optimal fans.