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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For a detailed analysis on any of the brands included in this report

Please contact us at

info@whysatisfy.com