Leading Apparel Brands in Spain: Q4 2023 Insights

In Q4 2023, the apparel market in Spain showcased remarkable performances from top brands such as SheIn Group Limited, Zara, and Nike. Utilizing Sensor Tower's comprehensive data, we delve into the trends and audience engagement across these brands' websites and apps, offering valuable insights into their digital strategies.

SheIn Group Limited

SheIn is renowned for its fast-fashion offerings and has maintained a robust digital presence through its website, shein.com, and the SHEIN app.

• Audience Trends: SheIn's monthly true audience showed a slight decline from 18.9M in October to around 16.6M in December. Website visits peaked in November at over 133M before dropping to approximately 99M in December.

• App Engagement: Monthly active users on the SHEIN app were robust, with a peak in November at 14.7M before decreasing to 13.1M in December.

• Ad Spend & Channels: SheIn's monthly advertising expenditure was highest in October, exceeding $4.6M, primarily through Facebook and Instagram, contributing to over 2.6B impressions.

Zara

Zara, a leader in the fashion industry, exhibited significant digital growth via zara.com and the ZARA app in Q4 2023.

• Audience Trends: Zara's monthly true audience expanded from 9.2M in October to over 11.1M in December. Website visits saw an impressive rise, reaching nearly 98M in November.

• App Engagement: The ZARA app's monthly active users increased, peaking at 3.5M in November before a slight dip to 3.3M in December.

• Ad Spend & Channels: Zara's monthly ad spend was relatively modest, peaking at around $2.4K in December, with a focus on Facebook, generating over 1.3M impressions.

Nike

Nike, a global sportswear giant, maintained a strong digital engagement through nike.com and the Nike: Shoes, Apparel, Stories app in Q4 2023.

• Audience Trends: Nike's monthly true audience saw a notable peak in November at over 4M, with website visits skyrocketing to over 31M.

• App Engagement: The Nike app experienced a surge in monthly active users, reaching 1.3M in November before settling at 1.1M in December.

• Ad Spend & Channels: Nike's monthly ad spend peaked in November, exceeding $1.1M, with a significant presence on Instagram, resulting in over 716M impressions.

Conclusion

The Q4 2023 data underscores the dynamic digital strategies of leading apparel brands in Spain. Sensor Tower's unparalleled cross-platform insights reveal how SheIn, Zara, and Nike effectively engage their audiences through both web and mobile channels. These insights are crucial for understanding user behavior and optimizing digital marketing strategies in the competitive apparel market.

For more detailed insights, explore Sensor Tower's Web Insights, App Performance Insights, and Pathmatics offerings.