Study Claims Social Media Fails to Drive Sales for Fashion Brands

Digital consultancy agency L2 conducted a study of nearly 250 prestige brands and found that during the past four years, less than 0.25 percent of new customers have been acquired through Facebook and less than .01 percent from Twitter. Furthermore, customers acquired via social media spend less money over time than those acquired via search.

However, that doesn’t mean social media is a complete waste of resources: Of the top 10 factors that correlate with strong Google organic search results, seven are social media-dependent. Secondly, Facebook’s ad products, particularly its retargeting and mobile ads, are reporting solid numbers on the engagement and conversion front. Lastly the likes of Instagram and Vine are proving good marketing tools that generate up to 25 times the engagement of other community-based platforms.