Ted Baker named 'the most socially engaging menswear retailer'
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Fashion
When it comes to connecting with customers online and being social media savvy, Ted Baker and Paul Smith are the top two menswear retailers who take the cake.
The two British high street labels topped the list of the most socially engaged own-brand menswear retailers created by retail marketing agency Leapfrogg. The agency analysed eleven British fashion retailers' social media activity across Twitter, Facebook, Instagram and Pinterest as well as the quality of the content they posted in order to determine which had their social media game on point.
Ted Baker highlighted as the 'most socially engaging menswear retailer'
Out of the eleven retailers rated, Ted Baker received the highest score of 14, out of a possible 25, followed by Paul Smith, with a score of 12.5. In order to rank each retailer respectively, engagement levels across social media channels which influenced purchases were scored using analytic tools and qualitative testing, with menswear retailer receiving 0 to 5 for each social platform, with 5 being the highest.
Ted Baker was singled out as the winner and praised for its ability to bring its unique personality to life via social media by offering playful and sophisticated content. On all of its social channels, the menswear retailer shared high quality imagery, illustrations and short-films showcasing its product in new and exiciting for consumers. In addition, the retailer was quick to embrace new technologies such as augmented reality and shoppable films, in order to create an immersive experience for shoppers.
Following on from its highly successful 'Pinch Me' campaign on Instagram for SS15, during which they posted hidden message on processed campaign images for users to find, was the #CabinetofCuriosities for its AW15 campaign, which continued to strengthen its strategy of "non-advertising" via social media channels. "People respond to it in a much better way, people believe in it," said Laura Berest, senior marketer at Ted Baker to the Drum on the success of the menswear retailers campaigns.
Paul Smith ranked second to Ted Baker in terms of online social engagement
Although Sir Paul Smith is know for his aversion to the Internet, runner up, Paul Smith, was praised for its decision to tailor its content to suit the needs of each social media channel. Periscope covering the backstage moments from its fashion shows, Instagram sharing behind the scenes photos and inspiring product images, while Pinterest was dedicated to promoting its catwalk looks. However, the premium mensweaer retailer was also highlighted for its on-site content centres ,which mainly focus on its blog, which offers few opportunities for customers to engage.
Coming in third place is Reiss, whose social engagement levels were found to be consistent across all channels, obtaining a high 'like' ranking in comparison to the volume of comments it receives. With a score of 11.5, part of this is attributed to the retailer's high quality campaign images, which give the brand a polished and professional appeal online. Reiss regularly posts fashion and lifestyle content in blog form, which in turn leaves room for the retailer to tap into more adventurous technology options to capture its audience’s attention.
"The rise of the male fashion consumer has created huge social engagement opportunities for online retailers, but only if they can cater to particular needs and wants," said Rosie Freshwater, MD of Leapfrogg. "A personalised experience for customers will help them connect with a brand, heightening the chances of a purchase. Brands that truly relate to customers are far more likely to be rewarded with a ‘connected’ relationship."
According to the study, channels showing the best engagement levels were Twitter, followed by Facebook. Surprisingly, Instagram and Pinterest were the least engaged channels.
Photo: Ted Baker Facebook and Paul Smith Facebook.