Leading Apparel Brands in France: Q2 2024 Performance Analysis

Introduction

In the dynamic world of apparel, brands are constantly vying for consumer attention across digital platforms. In Q2 2024, SheIn Group Limited, Zara, and Nike emerged as leaders in the French market, showcasing impressive engagement across their websites and apps. Leveraging Sensor Tower's comprehensive data, we delve into the performance and trends of these brands from Q1 to Q2 2024.

SheIn Group Limited

SheIn's digital reach is expansive, with its website, shein.com, and the SHEIN app capturing significant audience engagement.

• Audience Trends: From Q1 to Q2 2024, shein.com maintained a strong presence, with unique visits peaking in May at over 9.6M. The monthly deduplicated audience remained stable, exceeding 19M throughout the quarter.

• App Engagement: The SHEIN app saw a peak in March with monthly active users surpassing 5.3M, before stabilizing around 5M in subsequent months.

• Ad Spend & Channels: SheIn's monthly ad spend spiked in May, exceeding $4.9M, primarily on Facebook, which delivered significant impressions, surpassing 1B across channels.

Zara

Zara's digital strategy is robust, featuring its website, zara.com, and the ZARA app.

• Audience Trends: Zara.com experienced a substantial increase in visits, reaching over 8.2M in June. The monthly deduplicated audience consistently exceeded 8M in Q2.

• App Engagement: The ZARA app maintained a steady monthly active user base, with active users hovering around 630K by June.

• Ad Spend & Channels: Zara's monthly ad spend was more conservative, peaking in March at roughly $67K. Facebook was the dominant channel, with impressions reaching over 20M.

Nike

Nike's digital presence is substantial, with nike.com and the Nike: Shoes, Apparel, Stories app driving engagement.

• Audience Trends: Nike.com saw a gradual increase in visits, peaking in June with over 28M visits. The monthly deduplicated audience remained strong, exceeding 4.7M.

• App Engagement: The Nike app maintained a stable monthly active user base, with active users consistently above 1M.

• Ad Spend & Channels: Nike's monthly ad spend peaked in May at over $1.4M, with Instagram and Snapchat contributing significantly to impressions, exceeding 300M.

Conclusion

Through Sensor Tower's unparalleled insights, we observe that SheIn, Zara, and Nike all demonstrated unique strategies in capturing and engaging audiences across web and mobile platforms. Each brand's approach to monthly ad spend and channel utilization reflects their targeted efforts in maximizing reach and engagement in the competitive French apparel market. For detailed insights into cross-platform user behavior, Sensor Tower remains the definitive source of comprehensive digital analytics.