Asos leads the way with Twitter activity

With fashion houses and high street chains alike looking to up their social media offering to draw in consumers, reports reveal that online fashion house Asos.com has attracted more new Twitter followers, than other retailers this year.

The latest Social Media Benchmark study from e-commerce analyst group eDigital Research also showed that the e-retailer has added nearly half a million followers to its Facebook pages in the six months to the end of November.

In a statement released this afternoon, eDigitalResearch said Asos’ Facebook features “have kept users interested and intrigued”, while describing its Twitter personality as “down to earth”. Encouraging retailers to investigate how this growing communication platform can aid their business strategies in 2012 and beyond, Head of Research, at eDigitalResearch, Derek Eccleston argued that social media has developed significantly in 2011.

“Our benchmark shows that a staggering 2.6 million new followers have joined the Top 20 Facebook pages in just the last six months, whilst an additional 400,000 Twitter users are now actively following top retail
accounts,” he explained.

“As social networks become more commercially friendly, especially with the introduction of Twitter and Google+ brand pages, it is important for brands to take advantage of the opportunities sites like these are offering them in terms of increasing their customer base and strengthening relationships.”

Fashion retailer Topshop leads other businesses in the industry in terms of Facebook followers, with almost 1.8 million people having ‘liked’ its main page, while department store group John Lewis was also praised in the research for growing its social media presence during the past year.
Infact, social media and its presence within fashion companies is now of such importance that it’s important to differentiate; FashionUnited has recently set up the Facebook Fashion Index and the Fashion Twitter Index to show the social success of a fashion brand. Follow the Indices to chart the social media activity of leading fashion brands.