Comparison of Top 10 Fashion Retail Brands on Facebook in South Africa Q1-2016
Comparison of Top 10 Fashion Retail Brands on Facebook in South
Africa Q1-2016
Top Fashion Retail Brands on Facebook Q1-2016
• We looked at the top 10 Fashion Retail brands on Facebook in South Africa over the first quarter of 2016
• Read on to find out how brands like Truworths, Mr Price and PEP performed.
Highlights
• With a growth rate of 15%, Truworths Fashion enjoyed the highest Fan Growth Rate amongst the 10 brands analysed
• Among the brands analysed, PEP was engaging best with their fans with the least amount of posts. Sportscene was almost the exact opposite with the most posts and second lowest engagement score.
• Mr Price / MRP leads the way in total fan base but also showed they know what their fans want by excelling in all areas of the report.
• The most engaging content was competition related• Spree.co.za had an impressive 47% positive sentiment.• Mr Price / MRP responded to the highest percentage of fan posts
(80.22%) in the shortest average time frame (443 minutes).
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Mr Price / MRP had the largest fan base of 810,595 while Truworths Fashion showed the highest fan growth of 14.78%.
250,000K 300,000K 350,000K 400,000K 450,000K 500,000K 550,000K0.0%
2.0%
4.0%
6.0%
8.0%
10.0%
12.0%
14.0%
16.0%WOOLWORTHS SA Tomy Takkies Mr Price / MRP Edgars LEGiT Fashion Truworths Fashion Identity spree.co.zaPEP sportscene
Number of Fans
Gro
wth
%Fans
sports
cene
Edga
rs
Tomy T
akkies
Truwort
hs Fa.
..
Identi
ty
Mr Pric
e / MRP
WOOLWORT
...
spree.
co.za PE
P
LEGiT F
ashion
0%10%20%30%40%50%60%70%80%90%
100%
Lesotho Countries < 2% Zambia Botswana Other CountriesSouth Africa Namibia Lesotho Countries < 2% Zambia
Fans - Geography
Mr Price / MRP had the highest PTAT of 2.88% as a percentage of its average number of Fans during this time period.
200,000K 250,000K 300,000K 350,000K 400,000K 450,000K 500,000K 550,000K0.0%
0.5%
1.0%
1.5%
2.0%
2.5%
3.0%Tomy Takkies WOOLWORTHS SA Mr Price / MRP Edgars LEGiT Fashion Truworths Fashion Identity spree.co.za PEP sportscene
Average Number of Fans
Peop
le t
alki
ng a
bout
(as
% o
f Fa
ns)
Conversations
sportscene published the greatest number of posts (331). PEP had the highest average engagement, with a score of 666.
WOOLWORTHS SA
Tomy Takkies
Mr Price / MRP
Edgars
LEGiT Fashion
Truworths Fashion
Identity
spree.co.za
PEP
sportscene
0 100 200 300 400 500 600 700
0 50 100 150 200 250 300 350
posts dummy eng dummy
Engagement Score
Number of Posts
Engagement - Posts
Mr Price / MRP received the most number of Likes (336,202), PEP got the most number of Comments (7,801) and LEGiT Fashion had the most number of Shares (2,047).
WOOLWORTHS SA
Tomy Takkies
Mr Price / MRP
Edgars
LEGiT Fashion
Truworths Fashion
Identity
spree.co.za
PEP
sportscene
0K 50,000K 100,000K 150,000K 200,000K 250,000K 300,000K 350,000K 400,000K
Likes Comments Shares
Engagement Breakdown
Most Engaging Brand PostsPEP
17-MAR-16, THU 3:00AM
It’s competition time! Tell us how many hooded baby boys’ & girls’ tops you see in the below image a ..
NO IMAGE
ENGMT.
LIKES COMMENTS
SHARES
SENTIMENT
999 3,253 2,655 227 Uncategorized
LEGiT Fashion
05-FEB-16, FRI 6:23AM
Ladies, February is all about Saying Yes To the endless possibilities in life.
Tell us what you ar ..
NO IMAGE
PEP
26-FEB-16, FRI 2:00AM
What is your favourite baby product from PEP? Let us know and you could win yourself a R100 PEP Vouc ..
NO IMAGE
ENGMT.
LIKES COMMENTS SHARES
SENTIMENT
994 1,644 1,215 1,057 Uncategorized
ENGMT.
LIKES COMMENTS
SHARES
SENTIMENT
984 5,757 872 120 Uncategorized
Most Engaging Brand PostsTomy Takkies
08-MAR-16, TUE 1:09AM
When your whole family has their favourite pair on, you know it’s going to be a good day!
NO IMAGE
ENGMT.
LIKES COMMENTS
SHARES
SENTIMENT
977 11,185 90 8 Uncategorized
Tomy Takkies
17-MAR-16, THU 2:00AM
Shake things up with this fresh and cool pattern. Add the Tomy Denim Tribals to your collection toda ..
NO IMAGE
Edgars
26-JAN-16, TUE 3:00AM
Need new gym gear for the new year? We’ve got you covered! Visit http://www.edgars.co.za/women/act ..
NO IMAGE
ENGMT.
LIKES COMMENTS SHARES
SENTIMENT
967 9,841 98 30 Uncategorized
ENGMT.
LIKES COMMENTS
SHARES
SENTIMENT
964 7,621 45 32 Neutral
WOOLWORTHS SA's Facebook Page saw the highest number of Fan posts (1,422).
Tomy Takkies
WOOLWORTHS SA
Mr Price / MRP
Edgars
LEGiT Fashion
Truworths Fashion
Identity
spree.co.za
PEP
sportscene
0 200 400 600 800 1000 1200 1400 1600Number of Fan Posts
Fan Posts
spree.co.za received the highest percentage of Positive Sentiment (47.00%).
Tomy Takkies
WOOLWORTHS SA
Mr Price / MRP
Edgars
LEGiT Fashion
Truworths Fashion
Identity
spree.co.za
PEP
sportscene
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Negative Neutral Positive
Sentiment Analysis
Mr Price / MRP responded to the highest percentage of Fan posts (80.22%).
1400 1600 1800 2000 2200 2400 2600 2800 3000 32000.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
80.0%
90.0%Tomy Takkies WOOLWORTHS SA Mr Price / MRP Edgars LEGiT Fashion Truworths Fashion Identity spree.co.za PEP sportscene
Average Response Time (mins)
% o
f Fa
n Po
sts
Bran
d Re
spon
ded
toBrand Responses
sportscene published the most with 331 posts, among the brands in "Fashion Retail" Group.
8% 4%
6%
11%
14%
9%13%
25%
6%5%
Truworths Fashion PEP LEGiT Fashion Mr Price / MRP WOOLWORTHS SA Edgars spree.co.za sportscene Identity Tomy Takkies
Share Of Voice – Volume of Posts
Mr Price / MRP received the largest volume of Likes (336,202), among the brands in "Fashion Retail" Group.
5%
13%2%
38%
2%
11%
6%
7%
8%
10%
Truworths Fashion PEP LEGiT Fashion Mr Price / MRP WOOLWORTHS SA Edgars spree.co.za sportscene Identity Tomy Takkies
Share Of Voice – Likes
PEP received the largest volume of Comments (7,801), among the brands in "Fashion Retail" Group.
4%
28%
10%
14%
18%
5%
2%7%
6%5%
Truworths Fashion PEP LEGiT Fashion Mr Price / MRP WOOLWORTHS SA Edgars spree.co.za sportscene Identity Tomy Takkies
Share Of Voice – Comments
LEGiT Fashion received the largest volume of Shares (2,047), among the brands in "Fashion Retail" Group.
3%
12%
22%
14%20%
9%
7%
8%
2%3%
Truworths Fashion PEP LEGiT Fashion Mr Price / MRP WOOLWORTHS SA Edgars spree.co.za sportscene Identity Tomy Takkies
Share Of Voice – Shares
During this time period, Range of babies’ tops ONLY R24.99 each – ALL WINTER! was the most engaging run by PEP. spree.co.za published the most (7) in its Easter Hunt Riddle campaign.
Instagram of the week(Tomy Takkies)Easter Facebook competition(WOOLWORTHS SA)
The Festival Edit(Mr Price / MRP)#EdgarsFROW(Edgars)
Buy any 2 of your faves in store and save 30%(LEGiT Fashion)#Truworthswinter(Truworths Fashion)
Get R500 fashion vouchers when you open an Identity account(Identity)Easter Hunt Riddle(spree.co.za)
Range of babies’ tops ONLY R24.99 each – ALL WINTER!(PEP)SALE UPTO 50% OFF IN-STORE & ONLINE(sportscene)
0 200 400 600 800 1000 1200
0 1 2 3 4 5 6 7 8
posts dummy eng dummy
Engagement Score
Number of Posts
Campaign Comparison
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