In 2018, Topshop led fashion brand mentions in the UK, followed by ASOS and Prettylittlething, with their success driven by strategic collaborations with British influencers, a streamlined social media to e-commerce process, and targeted content from a socially active audience.
Published On: December 12, 2018
It’s nearly the end of the year; a reflective time, where we take stock of everything we’ve accomplished thus far. Here at Wearisma, we’ve utilised intelligent data to provide a complete list of the top brands in Beauty, Fashion and Luxury who have conquered Influencer Marketing in four countries (US, UK, Japan and France) in 2018. In this post we’ve revealed the most popular Fashion brands in the UK. By combining this data with in-depth analysis, we’ve been able to reveal their successful strategies and give insights into the techniques that you should be using in 2019 and beyond!
Taking over the top spot from ASOS is high street giant Topshop. Findings from Wearisma and Walpole’s ‘The State of British Luxury Influence’ white paper indicated that UK audiences engage more with content produced by UK influencers that feature UK brands. It is therefore possible that Topshop has become the most mentioned UK Fashion brand due to their strategy of embracing British influencers like Nura Khan (@nurakhanlondon) and Eleanor Hardwick (@eleanorhardwick) in particular.
ASOS achieved the second highest number of mentions. The fashion conglomerate has developed a community of influencers called ‘ASOS Insiders’. These ASOS recruits share continuous #OOTD pictures along with product codes. This method has not only streamlined the social media to e-commerce process, it has also created a stronger link between the brand their followers. Prettylittlething have seen success through the creation of organic content from a specific audience. It can be argued that they’ve achieved the third highest number of followers and fifth highest number of mentions by encouraging content from its ‘social squad’ made up of ‘mainly 16-to-34-year fashion-forward, digital-first, highly social, price-sensitive women’.
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