Ted Baker named ‘the most socially engaging menswear retailer’

When it comes to connecting with customers online and being social media
savvy, Ted Baker and Paul Smith are the top two menswear retailers who take
the cake.

The two British high street labels topped the list of the most socially
engaged own-brand menswear retailers created by retail marketing agency
Leapfrogg. The agency analysed eleven British fashion retailers’ social
media activity across Twitter, Facebook, Instagram and Pinterest as well as
the quality of the content they posted in order to determine which had
their social media game on point.

Ted Baker highlighted as the ‘most socially engaging menswear
retailer’

Out of the eleven retailers rated, Ted Baker received the highest score of
14, out of a possible 25, followed by Paul Smith, with a score of 12.5. In
order to rank each retailer respectively, engagement levels across social
media channels which influenced purchases were scored using analytic tools
and qualitative testing, with menswear retailer receiving 0 to 5 for each
social platform, with 5 being the highest.

A video posted by Ted Baker (@ted_baker) on Jan 1, 2016 at 4:53am
PST

Ted Baker was singled out as the winner and praised for its ability to
bring its unique personality to life via social media by offering playful
and sophisticated content. On all of its social channels, the menswear
retailer shared high quality imagery, illustrations and short-films
showcasing its product in new and exiciting for consumers. In addition, the
retailer was quick to embrace new technologies such as and in order to create an immersive
experience for shoppers.

Following on from its highly successful ‘Pinch Me’ campaign on Instagram
for SS15, during which they posted hidden message on processed campaign
images for users to find, was the #CabinetofCuriosities for its AW15
campaign, which continued to strengthen its strategy of “non-advertising”
via social media channels. “People respond to it in a much better way,
people believe in it,” said Laura Berest, senior marketer at Ted Baker to
the Drum on the success of the menswear retailers campaigns.

Paul Smith ranked second to Ted Baker in terms of online social
engagement

Although Sir Paul Smith is know for his aversion to the
Internet, runner up, Paul Smith, was praised for its decision to tailor its
content to suit the needs of each social media channel. Periscope covering
the backstage moments from its fashion shows, Instagram sharing behind the
scenes photos and inspiring product images, while Pinterest was dedicated
to promoting its catwalk looks. However, the premium mensweaer retailer was
also highlighted for its on-site content centres ,which mainly focus on its
blog, which offers few opportunities for customers to engage.

Coming in third place is Reiss, whose social engagement levels were found
to be consistent across all channels, obtaining a high ‘like’ ranking in
comparison to the volume of comments it receives. With a score of 11.5,
part of this is attributed to the retailer’s high quality campaign images,
which give the brand a polished and professional appeal online. Reiss
regularly posts fashion and lifestyle content in blog form, which in turn
leaves room for the retailer to tap into more adventurous technology
options to capture its audience’s attention.

Last week
@sierra_prescott took #asuittotravelin for a spin at #PaulSmithLA.
#PaulSmith #Skateboarding #Pink #Colours

A photo
posted by Paul Smith (@paulsmithdesign) on Jan 3, 2016 at 1:37am
PST

“The rise of the male fashion consumer has created huge social engagement
opportunities for online retailers, but only if they can cater to
particular needs and wants,” said Rosie Freshwater, MD of Leapfrogg. “A
personalised experience for customers will help them connect with a brand,
heightening the chances of a purchase. Brands that truly relate to
customers are far more likely to be rewarded with a ‘connected’
relationship.”

According to the study, channels showing the best engagement levels were
Twitter, followed by Facebook. Surprisingly, Instagram and Pinterest were
the least engaged channels.

Photo: Ted Baker Facebook and Paul Smith Facebook.