Athletic Apparel Retailers Tap Variety of Social Platforms - eMarketer

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Athletic Apparel Retailers Tap Variety of Social Platforms

Influencer marketing can help drive purchases

February 19, 2016

Social media and influencer marketing is helping women’s athletic apparel companies not only drive engagement with new and existing customers, but also boost sales.

Social Media Metrics Worldwide for Select Athletic Apparel Companies, Jan 31, 2016 (thousands)

Social platforms like Facebook and Instagram can be effective ways for athletic apparel companies to interact with consumers, as well as build a following to ultimately promote products to. Nike, for example, has a huge Facebook following—unsurprisingly because a big brand such as Nike has a lot of subprofiles including Nike Running, Nike Tennis, Nike ID and Nike Baseball, just to name a few. The company’s Facebook page had about 129.8 million “likes” as of January 31, 2016.

Nike’s Instagram and Twitter following was also significant. As of January, Nike had 71.9 million Instagram followers and 20.2 million Twitter followers. The company’s social presence on Pinterest was significantly smaller, with 145,000 followers.

Though not as big, other athletic apparel companies also have a substantial social media following. Under Armour had 4.1 million Facebook “likes,” 1.9 million Instagram followers and 573.9 thousand Twitters followers as of January. But the retailer’s Pinterest presence was small, with only around 29,000 followers.

lululemon athletica and Gap’s Athleta brand also had considerable “likes” and followers on their Facebook, Instagram and Twitter profiles. However, unlike Nike, Under Armour and Atheleta, lululemon athletica’s social presence was highest on Pinterest, with 2.09 million followers.

Building such a following, as these athletic apparel companies did, may help influence purchases. In fact, social media can help inspire and inform consumers, and retailers are turning to influencer marketing to create the type of awareness that drives traffic to stores and sites.

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