Mr Porter tops list of most socially engaged retailers

Content is still king, according to new research which reveals the most socially engaged fashion retailers are using online editorial content to connect with customers.

Net-a-Porter's Mr Porter brand was deemed the most socially engaged premium fashion retailer, by retail marketing agency Leapfrogg, with Kurt Geiger and Matches in second and third place.

All three retailers engage with customers through blogs, online magazines and other forms of quality editorial content.

The list of socially engaged multi-brand fashion retailers also took into account social media output from Facebook, Twitter, Pinterest and Instagram.

Twenty five premium fashion and footwear brands were analysed and Mr Porter scored the highest due to its clear content strategy which includes a magazine run by journalists and fashion editors. Meanwhile, Net-a-Porter came in 10th place.

Other multi-brand retailers who made the list included Far Fetch (5), Schuh (9), Russell & Bromley (14) and Dune (17).

SecretSales was tied in third place. Last week, Essential Retail spoke to SecretSales co-founder Sach Kukadia to discuss online flash sales, data analytics and the difficulties of finding talented technology developers.

MD of Leapfrogg, Rosie Freshwater, said: "Retailers that scored highly know their customer, but there is still work to do and the majority of premium fashion brands don’t have a defined social strategy."

While a number of retailers stood out, Leapfrogg said most were failing to deliver relevant, consistent content and to engage socially with customers.

For example, Office ranked in 16th place and scored well on Pinterest, but low for other social media channels and engaging content.

“Online brands need to invest in customer insight in order to understand their audience," added Freshwater. "Having a presence on social platforms isn’t enough – captivating shoppers by delivering consistent, quality content and tailoring it to popular channels will lead to higher engagement and sales.”