REACH LIST 2018: Top five fashion brands

Jewellery giant Pandora has stayed on top for the fourth consecutive year, managing to boast a higher reach result than any other company in the UK jewellery trade.

Interestingly, over the last 12 months Pandora has seen growth across all its social media channels, where other fashion brands have lost followers, particularly on Twitter.

Facebook remains its greatest social media asset, with the brand securing a staggering 8.7 million more likes to its nearest competitor (Swarovski). It’s worth noting that Swarovski would have most probably come second in the fashion jewellery reach list, but the brand did not have a UK Alexa ranking available this year. However, we can confirm the company has a higher following on Instagram, Facebook, and Twitter, than Thomas Sabo, Links of London, Monica Vinader and Missoma.

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Based on figures collated in October 2018, Pandora had accrued over 14.3 million Facebook ‘likes’ in the UK, compared with 12.2 million at the same stage last year. Its Twitter following has swelled to 169,000, while its followers on Instagram have grown from just over three million to closer to 5 million in the last 12 months.

New charm launches this year were supported by a ‘special moments’ campaign video featuring four real-life women talking about life-changing moments. This was viewed 188K times on Facebook, and shared by 150 people on this channel alone.

Over the last 12 months Pandora has also continued to showcase its Disney offering in a playful way, and the current collection ‘A Modern Fairytale’ has been supported by a campaign which nods to the design process.

At the beginning of this year, former Pandora UK managing director, Brien Winther, who stepped down last month, said of the brand’s online content: “We’ve got to create content that people want to share. Your customers and the people that love your brand have to help you have the voice of your brand. But you’ve got to give them the content to do that. There is no point producing another television ad because it doesn’t work, and print is diminishing, but our homes are digitally strong.”

Pandora’s 2022 strategy has a strong focus on digitalisation, with the Group vowing to make digital marketing spend represent over 60% of its budget.

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