Leading Apparel Brands in Australia: Q2 2024 Insights

Introduction

In the dynamic Australian apparel market, several brands have distinguished themselves with significant digital presence and audience engagement. In this article, we highlight the performance of three leading brands: SheIn Group Limited, Nike, and Depop, based on data from Q1 to Q2 2024. This analysis is powered by Sensor Tower's comprehensive cross-platform insights, offering an unparalleled view into user behavior across websites and apps.

SheIn Group Limited

SheIn's digital footprint is substantial, with its website, shein.com, and the SHEIN app leading the way.

• Audience Trends: The website maintained a robust monthly visitor count, with visits ranging from around 47M to 55M. The monthly true audience remained stable above 4M, with a noticeable shift towards mobile, as app-only visitors consistently outnumbered web-only visitors.

• App Engagement: The SHEIN app saw a steady increase in monthly active users, starting at 2.5M in January and reaching over 2.8M by June, reflecting a growing preference for mobile shopping experiences.

• Ad Spend & Channels: SheIn's monthly advertising expenditure decreased from over $1.7M in January to approximately $660K in June, predominantly focusing on Facebook and Instagram, which garnered the most impressions.

Nike

Nike's digital strategy encompasses its website, nike.com, and the Nike: Shoes, Apparel, Stories app.

• Audience Trends: The website experienced fluctuations, with visits peaking at around 9.4M in April. The monthly true audience remained above 1.2M, with a balanced distribution between web and app visitors.

• App Engagement: The Nike app's monthly active user base grew steadily, from approximately 257K in January to 259K in June, highlighting consistent user engagement.

• Ad Spend & Channels: Nike's monthly advertising spend showed variability, with a notable dip in April. Instagram was a key channel, delivering the highest impressions throughout the period.

Depop

Depop's digital ecosystem includes its website, depop.com, and the Depop | Buy & Sell Clothing app.

• Audience Trends: The website saw a consistent monthly visitor base, with visits ranging from 4.1M to 5.4M. The monthly true audience hovered around 550K to 650K, with a strong app presence.

• App Engagement: The app's monthly active users remained stable, beginning at 420K in January and slightly decreasing to 379K in June, indicating a loyal user base.

• Ad Spend & Channels: Depop increased its monthly advertising investments significantly in May, peaking at over $520K. Snapchat and YouTube were the primary channels, reflecting a strategic focus on visual platforms.

Conclusion

These leading brands demonstrate the power of a robust digital strategy in the competitive apparel market. Sensor Tower's data provides invaluable insights into these trends, offering brands the tools to understand cross-platform user behavior and optimize their strategies. With Sensor Tower's Web Insights, Pathmatics, and App Performance Insights, brands can navigate the digital landscape with precision and foresight.

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