US Softlines Retail: UBS Evidence Lab: Social Media Leaders, Vol. 1

This new report tracks social media momentum for Softline companies: We combine UBS Evidence Lab Instagram, TikTok and YouTube data to analyze social media engagement for Softline brands and retailers. We aggregate the data into two scores to evaluate social media performance for each company: 1) A Brand Momentum Score, which measures relative improvement in consumer reach and engagement versus peers; and 2) A Brand Persistence Score, which measures the consistency of outperformance over the prior 12 months. In August, SIG, TPR and LEVI had the strongest momentum in our coverage, while NKE, ANF and UAA ranked highest in persistence. On Instagram, y/y follower growth among brands with at least 1M followers was led by On (30%), Hoka (16%), Aritzia (16%), Crocs (14%) and Arc'teryx (12%), while Urban Outfitters (-3%) and Nike (-3%) had the poorest growth; Crocs and Levi's had the two highest interactions per post per 1000 followers;