Hugo Boss Bests Dior for Fastest Growth on Social Media

Twitter May 1 - July 30, 2012

Twitter Unmetric Score
1.     Dior – 66
2.     Louis Vuitton US – 64
3.     Burberry – 58
4.     Chanel – 56
5.     Armani – 47

Total Followers
1.     Dior – 1,167,214
2.     Burberry – 1,160,435
3.     Chanel – 761,646
4.     Dolce & Gabbana – 388,482
5.     Lacoste – 360,121

Growth
1.     Dior – 103.5%
2.     Miss Hugo Boss – 78%
3.     Chanel – 45.4%
4.     Armani – 36.3%
5.     Burberry – 19.6%

Most Replies (as percentage of all tweets by the brand)
1.     Burberry – 61%
2.     Armani – 17%
3.     Miss Hugo Boss – 14%
4.     Gucci – 10%
5.     Dolce & Gabbana – 5%

Average Reply Time
1.     Gucci – 3:26
2.     Burberry – 5:49
3.     Armani – 35:26
4.     Dolce & Gabbana – 1:46:23
5.     Miss Hugo Boss – 3:15:48

YouTube June 1 - July 30, 2012

YouTube Unmetric Score
1.     Dior – 87
2.     Burberry – 81
3.     Dolce & Gabbana – 55
4.     Armani – 50
5.     Louis Vuitton – 42

Total Video Views
1.     Dior – 53,075,978
2.     Burberry – 15,190,929
3.     Dolce & Gabbana – 13,165,021
4.     Armani – 9,304,213
5.     Hugo Boss – 5,178,702

YouTube Viewership Growth
1.     Dior – 28%
2.     Louis Vuitton – 25%
3.     Lacoste – 17%
4.     Hugo Boss – 16%
5.     Armani – 11%

Total Channel Subscribers
1.     Burberry -- 38,896
2.     Dior – 24,416
3.     Dolce & Gabbana – 20,496
4.     Louis Vuitton – 16,432
5.     Armani – 8,814

Channel Subscriber Growth
1.     Lacoste – 56%
2.     Louis Vuitton – 16%
3.     Hugo Boss – 15%
4.     Gucci – 14%
5.     Dior – 14%

Overall

Combined Unmetric Score
1.     Dior – 211
2.     Burberry – 199
3.     Louis Vuitton – 165
4.     Chanel – 164
5.     Dolce & Gabbana – 145

“Even the most exclusive luxury brands recognize the opportunities presented by full brand presence on social media,” says Unmetric CEO, Lux Narayan. “By 2015, Millennials (and their high rates of social media adoption) will make up the largest market for luxury goods in the U.S. The Unmetric Luxury Fashion Report takes a closer look at the social media performance of these luxury brands to decipher who’s winning and who’s making a fashion faux pas at gaining mindshare in this crucial market.”

Using a combination of advanced algorithms and human computing power, Unmetric delivers data and benchmark insights for various industry sectors that were previously unavailable, such as content strategy, engagement, growth, timing and frequency of tweets and posts on Twitter, Facebook and YouTube. Unmetric supplies a distinct, high-demand service for brands that stops companies from flying blind with their social media efforts. Now brands are finally able to answer the basic business question of “How do we stack up against the competition?” when it comes to their social media presence.

Methodology:
Unmetric compiled its report by sourcing data from its social media benchmark platform. Facebook and Twitter statistics were gathered from May 1, 2012 to July 30, 2012. YouTube statistics were gathered from June 1, 2012 to July 30, 2012.

About Unmetric:
Unmetric Inc. is headquartered in New York and works with clients across the world. The Unmetric platform was established to give Fortune 500 companies and other large global brands and agencies key performance data around which they could benchmark their social media efforts and answer the question “Are we doing well?”.

For more information, visit http://www.unmetric.com, or check out the Unmetric blog at http://blog.unmetric.com.

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