Fashion comes in all shapes, sizes and price points. High-fashion brands like Gucci and Versace are hot topics of conversation and desire. While some are naturally drawn to the exclusivity of these luxury brands or admire them from afar on the runway, there’s no hiding behind the labels in social. In this week’s Social Media Face Off, we compare Gucci and Versace to see how each brand’s designer value is translating into social media success.
In order to determine our winner, we’ve created search streams in the uberVU via Hootsuite platform for each brand. We’ve monitored the results by tracking social mentions, sentiment, and engagement for the last two weeks.
Let’s see which brand is setting the trends in social.
Round One: Mentions
Gucci takes a quick lead with a total of 451,361 mentions. That’s more than twice as many as Versace’s 187,879 mentions. There are no noticeable spikes or bursts on the trendline, showing the brands have maintained consistency in their daily mentions over the last two weeks.
Round Two: Sentiment
Our next round breaks down sentiment for each brand. This useful metric digs deeper to give us a better idea of how people really feel about a brand. The fashion brands have pretty similar scores, with each posting double digits in negativity—Gucci with 14% and Versace with 12%. Versace also edges out Gucci when it comes to positivity, with 24% of its mentions registering as positive, topping Gucci’s 23%.
Round Three: Engagement
With a score of 1-1, the curtains have yet to close on our social runway. Let’s see which brand will take the win by comparing engagement across Facebook and Twitter. We’re looking at how many times mentions of each fashion brand were ReTweeted, Liked, and Shared on these popular social media platforms. Gucci quickly pulls ahead in RTs and Likes. Versace wins Shares, but it’s too little, too fashionably late.
Overall Winner: Gucci
Gucci claims the style crown this week with a score of 2-1. Versace took the win in sentiment, but fell behind Gucci in overall social mentions and engagement. As Heidi Klum would say, “Auf Wiedersehen,” or until we meet again, fashion labels!
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