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Which Fashion Brands Punch Above Their Weight on Social Media — and How They Do It

The brands that generate the most engagement from their followings do so by leaning into cultural moments and subverting norms around typical fashion content, according to the latest reading from The BoF Brand Magic Index, powered by Quilt.AI.
Brands like Diesel draw a more engaged audience on social media than much larger competitors, according to The BoF Brand Magic Index.
Brands like Diesel draw a more engaged audience on social media than much larger competitors, according to The BoF Brand Magic Index. (Getty Images)
By
BoF PROFESSIONAL

Today, a large following on social media does not necessarily offer brands a shortcut to driving the cultural conversation online. Many of fashion’s largest names have a relatively low engagement rate on social media, while smaller brands are able to consistently capture and lead online discourse. For example, Jacquemus regularly generates hundreds of thousands of likes on Instagram posts with a following of 6.4 million, while Dolce & Gabbana, a brand with over 30 million Instagram followers, typically receives fewer than 10,000 likes per post.

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Further Reading

The BoF Brand Magic Index: Volume 2

BoF Insights and Quilt.AI co-created The BoF Brand Magic Index to quantitatively analyse the brand-customer relationship. Using AI-driven analysis of tens of thousands of social media posts, the Index ranks fashion and luxury’s 50 most powerful brands based on the clarity of their identity and their relevance in culture between October 2023 and March 2024.

About the authors
Michelle Wiles
Michelle Wiles

Michelle Wiles is Director of Advisory at The Business of Fashion. She is based in New York and is part of BoF Insights, The Business of Fashion’s data and advisory team.

Hannah Crump
Hannah Crump

Hannah leads the content strategy for BoF Insights. She partners with industry experts to develop, edit and produce data-driven research and thought leadership for global fashion executives.

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