13/10/11
By Karen Moss
Urban Outfitters experienced a 148 per cent growth in Facebook fans in September, according to the latest UK Facebook Commerce Index from ChannelAdvisor. The fashion retailer added 490,579 fans in September alone, taking its total to 822,223 and moving from ninth place to fifth in the UK FCI.
Urban Outfitters invited street wear bloggers to speak about their style and take part in marketing campaigns, which, combined with its regular “Five free songs on Mondays” blog post, helped achieve the growth. Another retailer to invest more in a two-way conversation with customers on Facebook was Molton Brown, who saw a 165% growth in fans.
Fashion retailers continue to dominate the UK FCI, with ASOS (1,062,858) overtaking River Island (1,042,812) to move into third spot behind leaders Topshop (1,635,781) and New Look (1,085,432). ASOS’s success in September stems from its “ASOS Urban Tour” – an online and offline project involving customer interaction. A new entry this month is House of Fraser, which attracted over 25,000 new fans to come into the UK FCI at number 24.
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