Leading Apparel Brands in ES: An Analysis of Q2 2024 Trends

Introduction

In the rapidly evolving apparel market, SheIn Group Limited, Zara, and Stradivarius have emerged as frontrunners in Spain, capturing a significant monthly deduplicated audience across their digital platforms. This article delves into their performance from Q1 to Q2 2024, using comprehensive data from Sensor Tower. Our insights span across web and app engagement, monthly advertising expenditure, and audience behavior.

SheIn Group Limited

SheIn Group Limited has maintained a robust presence through its website, shein.com, and the SHEIN app.

• Audience Trends: The monthly deduplicated audience showed a steady increase, surpassing 22M by June 2024. Both web and app visitors contributed to this growth, with a notable uptick in app-only users.

• App Engagement: The SHEIN app saw monthly active users rise from approximately 6.1M in January to nearly 7.8M in June, reflecting a growing mobile market preference.

• Ad Spend & Channels: Monthly advertising spend peaked in May at over $4.5M, primarily driven by Facebook and Instagram. Impressions were consistently high, with a notable spike in May.

Zara

Zara's digital strategy encompasses its website, zara.com, and the ZARA app.

• Audience Trends: Zara experienced fluctuations, with monthly deduplicated audience numbers hovering around 8.5M by June. Web-only visitors dominated, although app visitation remained significant.

• App Engagement: The ZARA app's monthly active user base grew steadily, reaching about 665K by the end of Q2.

• Ad Spend & Channels: Zara's monthly advertising was minimal, with total spend under $4K in April. Facebook was the primary channel, with the majority of impressions occurring in the same month.

Stradivarius

Stradivarius leverages its website, stradivarius.com, and the Stradivarius - Clothing Store app.

• Audience Trends: The brand saw a gradual increase in unique visits, reaching over 2M by June. The web platform was the primary source of traffic, with app interactions contributing modestly.

• App Engagement: The app maintained a stable monthly active user base, closing Q2 with around 181K users.

• Ad Spend & Channels: Stradivarius's monthly ad spend was consistent, with a peak in May at approximately $56K. Facebook and Instagram were the dominant channels for impressions.

Conclusion

The apparel giants SheIn Group Limited, Zara, and Stradivarius have shown varied growth patterns in Q2 2024. Sensor Tower's unparalleled data insights, spanning web interactions, app performance, and advertising strategies, provide a comprehensive view of their digital footprints. These insights are critical for understanding consumer behavior across platforms, emphasizing the importance of cross-channel engagement strategies in the competitive apparel market.

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