H&M entered the Indian market with a bang a few years ago. Since then, the fast fashion giant has grown in leaps and bounds and their trajectory has been only in one direction – upwards. Fabindia is a homegrown brand and a house-hold name in India – founded in 1960 in none other than Delhi. It’s a legacy brand and loved by many in India. But let’s take a look at what Social media has to say about both brands.
Talkwalker, a social media analytics company, based in Luxembourg, takes a closer look at the buzz, using their platform. Talkwalker Analytics analyses the performance of mentions all over the internet and provides key metrics such as engagement, related themes, demographic data, geographic data and influencer data.
H&M is really good at playing the hashtag game and therefore , as can be seen, the map is full of the Pink H&M colour. The lion’s share of mentions for both brands comes from the New Delhi region – it’s worth noticing that Fab India has a significant slice of the pie here. This is followed by Mumbai, Chennai and then Hyderabad and Bangalore. Without going too much into numbers – this does show that all of India is talking about both ethnic and western fashion.
Share of media and unique authors
Unsurprisingly, Twitter rules the roost for both brands. Over 85 per cent of mentions for both brands come from Twitter. Surprisingly, both brands display the same trend in terms of source of mentions. Twitter, followed by online news and then blogs as well as Facebook.