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FashionUnited’s Top 10 Most Popular Brands in H1 2016

In order to calculate the new brand popularity ranking for H1 2016,
FashionUnited changed its formula to correctly reflect the power certain
social media channels hold regarding customer reach. Instagram surpassed
Facebook as the most important social media channel for fashion brands
since December 2015, signifying a change in the list. In addition, as of
June 2016, Twitter mentions and Google search traffic was excluded from the
calculations due to loss of data availability and inaccuracy in data
respectively, which is why the scores for H1 2016 are lower than those of
December 2015.

Nevertheless, in spite of changes in calculations there was one brand which
retain its incredible hold over consumers: Nike. The US sportswear brand
has remained the Most Popular Brand on social media, worming its way into
the hearts of fashionistas and sports enthusiasts alike. Not only did Nike
see its followers and influencers increase during the first half of 2016 –
Nike also managed to double its Instagram followers from 30 million to 79
million.

A video posted by nike (@nike) on Aug 5, 2016 at 9:03pm PDT

The rise of athleisure has certainly helped brands boost their popularity,
as German sportswear brand Adidas also saw its Instagram following increase
significantly from December 2015, up from 24.7 million followers to 35.2
million followers in June, 2016. In addition, the hype surrounding Adidas
Yeezy shoes and Stan Smiths also aided in the rise of Adidas popularity,
which is why the brand is now ranked in 2nd place. Another brand which rose
in the list because of a boost in its Instagram following was Victoria’s
Secret, which saw its Instagram following gain 14.4 million followers over
the last 6 months.

A video posted by adidas (@adidas) on Aug 5, 2016 at 12:00pm PDT

Luxury brands have also become more popular among consumers over the past 6
months as the top 10 now consists of 6 luxury brands, compared 2 last
December. Italian fashion house Prada rose the most in popularity during
the first half of 2016 as it made it way from outside of the top 10 in 13th
place in December, 2015, to 9th place, gaining 2.5 million Instagram
followers in 6 months. Other luxury brands to make it to the list include
Chanel in 4th place, followed by Dior in 5th, Gucci in 6th, Louis Vuitton
in 7th (up from 10th) and Burberry in 8th place.

5 Most Popular Brands on Instagram, Facebook, Pinterest and
Twitter

Spanish fast-fashion chain Zara was one of the brands to fall from favour
over the last 6 months, together with Converse. Zara slipped from 2nd place
in December, 2015 to 10th place in June, 2016, while Converse, which
previously held 6th place, dropped out of the top 10 all together due to
the rise of other brands popularity.

A video posted by Prada (@prada) on Aug 9, 2016 at 3:44am PDT

Photo 1: Nike, website

Photo 2: Adidas, website