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.
Data from the last three months shows that H&M has really been pulling out all the stops in the Indian market – moreover this data doesn’t even include Instagram where most of their influencer campaigns take place. The soaring peak at the end of November comes from their Black Friday sale on Myntra. For Fab India, the spike in September comes from several interviews that executives from Fab India had with top publications in India.
Who’s creating the mentions? Not only is it important to know the absolute number of mentions, but it’s also important to know who’s talking about you! Turns out that for both fashion bands, most mentions come from men – which is a bit surprising since Fab India primarily sells products for women. However, since the mentions do not include Instagram data, it’s possible that the results are not indicative of the absolute number of mentions. Unsurprisingly, millennials are the ones who are talking about both the most, followed by the younger lot and finally by those over the age of 35.