Leading Brands in the US Apparel Market: Q4 2023 Insights

Introduction

In the dynamic world of apparel, understanding consumer engagement across digital platforms is crucial. In Q4 2023, brands such as SheIn Group Limited, Nike, and Gap demonstrated significant digital presence in the United States. Sensor Tower's comprehensive data offerings provide critical insights into these brands' performance across websites and apps, showcasing trends in audience engagement and advertising strategies.

SheIn Group Limited

SheIn Group Limited continues to dominate the digital apparel landscape with its flagship website, shein.com, and the SHEIN app.

• Audience Trends: Throughout Q4, the monthly true audience remained above 68M, with web-only visitors surpassing app-only users. Notably, visits per unique visitor on shein.com increased, peaking at 19 in December.

• App Engagement: The SHEIN app maintained a stable monthly active user base, hovering around 38M, reflecting consistent mobile engagement.

• Ad Spend & Channels: Monthly advertising spend saw a decline from over $77M in October to approximately $27M in December, with Facebook and Instagram being primary channels. Impressions followed a similar trend, decreasing significantly over the quarter.

Nike

Nike's robust digital presence is evident through its website, nike.com, and the Nike: Shoes, Apparel, Stories app.

• Audience Trends: Nike's monthly true audience peaked at nearly 60M in November, with web visitors significantly outnumbering app visitors. The website saw a spike in unique visits during November, reaching over 49M.

• App Engagement: The Nike app experienced a notable increase in monthly active users, rising to over 17M in November before settling at 14M in December.

• Ad Spend & Channels: Nike's monthly ad spend remained stable around $19M, with significant impressions through Instagram and Snapchat. OTT channels also played a role, particularly in November.

Gap

Gap's digital strategy involves both gap.com and gapfactory.com, supported by the GAP app.

• Audience Trends: Gap.com attracted a monthly true audience exceeding 38M in December, while gapfactory.com consistently maintained over 10M. Web-only visitors dominated across both platforms.

• App Engagement: The GAP app showed a steady increase in monthly active users, reaching over 630K by December.

• Ad Spend & Channels: Gap's monthly advertising expenditure peaked at over $5M in November, with a focus on Facebook and Instagram. Impressions were most substantial in October, nearing 622M.

Conclusion

These insights underscore the importance of cross-platform strategies in the apparel sector. With Sensor Tower's unparalleled data offerings, brands can effectively navigate digital landscapes, optimizing engagement and advertising efforts to meet consumer demands. Explore our Web Insights, Pathmatics, and App Performance Insights for more comprehensive data analysis.