The fashion industry lends itself particularly well to Facebook – the platform’s most prolific (and engaged) demographic is 18 to 34 year-old females – and many of Facebook’s most popular Pages come from this sector. Fashion by definition strives to be up-to-the-minute and ‘in’, and this, plus the strong use of color and powerful visuals by brands in this field, mean that a well-managed Facebook Page can be a very powerful tool in the digital marketer’s arsenal.
In this week’s Facebook Marketing Showcase we’ll be looking at some of the most popular clothing brands on Facebook.
Established in 1975, Spanish fashion chain Zara expanded so quickly in the last decade that it overtook The Gap as the world’s largest clothing retailer. Zara’s rapid turnaround (the company claims to take just two weeks to develop a product and get it into stores) and incredible prolificacy (around 10,000 new designs are launched each year) has led to the brand being described as “possibly the most innovative and devastating retailer in the world.”
Facebook Page: http://www.facebook.com/Zara
Overview: Zara’s Facebook Page represents the brand well, with over 10 million fans and a very high level of engagement – new posts receive thousands of Likes and hundreds of comments. The landing page (“The Mood”) uses strong black and white visuals that click through to the Wall, and (fairly unique amongst Facebook Pages) top-screen navigation menu that allows visitors to move between the main custom tabs.
Customized Page Tabs: 5 – The Mood (landing page), This Week (showcases the latest fashions), People (fans can create a look using items from Zara collections and have their photos displayed on the Page, plus a chance to win cash prizes), LookBook (collections) and Mobile (downloadable iPhone and iPad apps).
Like Accumulation: 50,000/week
Fan Reward/Incentive For Liking The Page? No
Does The Page Support Check-Ins? No
Update Frequency: 3-5 posts per week
Can Fans Post On The Page Wall? Yes
Is The Page Moderated? Some spam is visible in Post comments and on the Wall
This is an excerpt from the first post in a series of profiles on Facebook Pages by company and product category. For the complete profiles article, including coverage of Zara, Levi’s, Gap, Victoria’s Secret, and Old Navy, plus more strategies for Page marketing on Facebook, check out the Facebook Marketing Bible, Inside Network’s comprehensive guide to marketing, promotion, and advertising on Facebook.