How do footwear brands communicate on the Internet?
The Digital Impact of Footwear Brands 2019 report analyzes the online strategy of more than 50 footwear brands - Merkal, Camper, Marypaz, Pikolinos and Pisamonas, the top 5 footwear brands with the highest web traffic.
Photo /The report was presented on April 4 to more than 80 experts from the Spanish footwear sector.
24 | 04 | 2019
ISEM Fashion Business School has prepared the Digital Impact of Footwear Brands 2019 report that analyzes the online behavior and positioning of more than 50 Spanish shoe brands. The study seeks to respond to the numerous and continuous challenges caused by the digital sector in the footwear industry.
In the analysis of web strategy, the report reveals that Merkal, Camper, Marypaz, Pikolinos and Pisamonas are the footwear brands with the most web traffic. These companies exceeded one million visits, the first of them reaching 5 million visits during the period analyzed. Regarding the time of these visits, most of them last between 1 and 3 minutes. However, some brands such as Pitillos, Pompeii or Mustang manage to extend their visits up to 3 and 5 minutes.
Instagram, preferred social network
The study also points out that shoe brands have a good strategy on Instagram, but indicates that they can still get more out of it with the new tools offered by the platform, such as Instagram TV. In this sense, small brands are the ones that best exploit this social network, achieving greater engagement with their followers, as is the case of Pompeii, or positioning 5 of its publications in the top 10 photos with more likes, a feat achieved by the children's brand Pisamonas.
Despite this, it is the big brands such as Marypaz and Giosseppo that have the most followers on Instagram. The report highlights the case of Marypaz as an "exception that confirms the rule", as it is the brand analyzed with the lowest number of publications, but the one that ranks first in the number of followers. Patricia SanMiguel, head of the study, explains that "Marypaz's trick is its customer content strategy and the commercial use of Instagram on the web". She also points out that it is a brand that "does not talk much about itself in networks, but gets many people talking about it thanks to the #MaryPazGirls".
The report has been prepared by Digital Fashion Brands (DFB), an observatory of ISEM Fashion Business School focused on the analysis of the digital behavior of fashion brands. The study analyzes the online behavior and positioning of the 54 footwear brands with more web visits within a database of more than 150 firms.