Leading Apparel Brands in Australia: Q2 2024 Insights

Introduction

The Australian apparel market in Q2 2024 has experienced dynamic shifts among leading brands, with SheIn Group Limited, Nike, and Depop demonstrating significant digital presence. This article delves into their performance across websites and apps, utilizing Sensor Tower's comprehensive data offerings. Sensor Tower provides unparalleled insights into cross-platform user behavior, advertising trends, and audience engagement, crucial for understanding the evolving market landscape.

SheIn Group Limited

SheIn is renowned for its fast-fashion offerings and has established a formidable digital footprint through its website, shein.com, and the SHEIN app.

• Audience Trends: From Q1 to Q2 2024, shein.com exhibited a steady decline in visits, dropping from approximately 55M in February to around 48M in June. The monthly deduplicated audience remained stable, hovering above 4.5M.

• App Engagement: The SHEIN app saw a consistent increase in monthly active users, reaching nearly 1.5M by June, indicating a robust mobile market presence.

• Ad Spend & Channels: SheIn's monthly ad spend decreased significantly, from over $1.7M in January to about $0.6M in June, with Facebook and Instagram being the primary channels.

Nike

Nike, a leader in sportswear and athletic apparel, extends its digital ecosystem through nike.com and the Nike: Shoes, Apparel, Stories app.

• Audience Trends: Nike.com experienced fluctuating visits, peaking in April at over 8.5M and dropping to approximately 6.7M in June. The monthly deduplicated audience remained around 1.2M.

• App Engagement: The app's monthly active user base slightly declined, maintaining over 300K by the end of Q2.

• Ad Spend & Channels: Nike's monthly ad spend was modest, with notable peaks in January and May, predominantly utilizing Instagram and TikTok.

Depop

Depop is a vibrant platform for buying and selling clothing, extending its reach through depop.com and the Depop | Buy & Sell Clothing app.

• Audience Trends: Depop.com saw a rise in visits from April, peaking at over 4.6M in May before settling at 3.8M in June. The monthly deduplicated audience fluctuated around 600K.

• App Engagement: The app's monthly active user base remained stable, with numbers exceeding 280K throughout the quarter.

• Ad Spend & Channels: Depop's monthly ad spend peaked in May at over $500K, with Snapchat and YouTube as primary channels.

Conclusion

The apparel sector in Australia continues to evolve, with brands like SheIn, Nike, and Depop leveraging digital platforms to engage audiences. Sensor Tower's extensive data provides critical insights into these brand dynamics, highlighting trends across web and app platforms and advertising strategies. To explore more, visit Sensor Tower's Web Insights, Pathmatics, and App Performance Insights.