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Quick-Data No. 1: Women's Fashion Subscription Brands

Brennan White
June 30, 2020

Specs of these Clusters:

  • Posts: 3.5k 
  • Interactions: 2.5 million
  • Audience: 2.7 million 
  • Platform: Instagram
  • Time Period : 1 year, from April 2019 to 2020
  • Brands: diandco, letote, elizabethandclarke, vivrelle, gwynniebee, justfabonline, stitchfix, dailylook, frankandoak, and trunkclub
  • The Audience: Chic modern woman on the go and age 18-40. These brands are aimed at a woman who values fashion but also is on the go and may need trend or style help.

Meet Brennan

So lets see the data... How exactly is their content performing?

Content:

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  • Content: Data: Text based posts perform 91% above median performance of these brands. These visual's content is quotes, text focused posts, memes, and inspirational messages.

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  • Content: Data: Visuals of houses in rural areas and urban areas perform 87% above median performance of all 10 of these brands.
  • This high performance percentage shows how this audience either lives or aspires to live in New York and live a certain lifestyle. 

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  • Content: Data: Visuals of dogs perform 71% above median performance of these brands and competitors. Dogs are often high performing for lifestyle brands. 

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  • Content: Data: Below the shoulder cropped photo with emphasis on 34% below median performance of these brands. This shows that dehumanizing the clothing when not showing the models face is not effective. 

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  • Content: Data: Visuals focused on wrap dresses perform 33% below median performance of these brands. This shows that wrap dresses are not on trend right now (and in the last year). 
  • The wrap dresses also are almost all the brands, but was primarily driven by one. It could be because they make more dresses in that style, or because they underperform in general relative to the others.

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  • Content: Data: Visuals focused on white t shirts and shirts perform 21% below median performance of these brands. 

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  • Content: Data: Visuals focused on arms of models performs 20% below median performance of these brands. 

COLORS

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  • Color: Data: Visuals with prominent white color performs 55% above median performance of these brands. This trend mirrors the efficient presence of text based content. 

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  • Color: Data: The color Pale Violet Red performs 33% above median performance of these brands. But...look below at Misty Rose, the next most popular color cluster. 

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  • Color: Data: The color Misty Rose performs 27% above median engagement performance of these brands. The small percentage of difference in engagement performance between Pale Violet Rose and Misty Rose shows that choosing between these very similar colors matters less than other aspects of a marketing visual.   

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  • Color: Data: Chocolate performs 24% above median performance of these brands. There is also peaks in the prominence of this color in the autumn months.

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  • Data: Color: Dark Gray, although a staple color in modern fashion, performs 28% below median performance of these brands. 

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