Sep 24, 2018 | By Lourdes Linares
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Last year the number of Facebook “Likes” among denim companies almost tripled, up to 17.6m from 6m in 2010. The Facebook Fashion Index, compiled by Stylophane, also showed that 31 jeans companies, including Joe’s Jeans and JBrand, registered activity last month that didn’t in 2010’s final month, reported Women’s Wear Daily, see graph below.
“Last year certainly marked a turning point in the industry’s approach to social media,” said Alex Mendoza, the Stylophane partner who oversees the index, “but it’s hardly a matter of ‘mission accomplished.’ If anything, this should get the message across to companies that they can’t ignore mobile commerce the way they did Facebook and social media at first and also Web sites, e-commerce and even e-mail before that.”
The denim world on Facebook is still dominated by Levi’s, which has 9.6m likes, 54.4% of the total for jeans firms. In 2010 that figure was 2.7m, or a 44.5% share of the total. Levi’s also managed to pad its “Like” total by 257.1%, the fifth highest growth percentage among denim firms.
Swedish denim label Acne jeans saw the greatest percentage of growth with a nearly 36-fold increase to more than 195,000 likes, followed by Not Your Daughter’s Jeans, with a more than tenfold bump to nearly 22,000. The other two companies on the top five list were Hudson Jeans, up 404.8%, and Lee Jeans, up 372.3%. All of the top 10 growth brands at least tripled their number of likes from the end of 2010.
“If anything, 2011 was the year that the procrastinators gave up,” Mendoza said. “There’s no more contemplation about it — people are saying they need to get moving and many of them did.”
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