Leading Apparel Brands in GB: Q2 2024 Performance Overview

Introduction

In the competitive landscape of the apparel industry, understanding consumer engagement across digital platforms is crucial. Leveraging comprehensive data from Sensor Tower, we delve into the performance of leading brands in Great Britain for Q2 2024. This article highlights trends and insights for SheIn Group Limited, JD Sports, and Nike, focusing on their monthly deduplicated audience across websites and apps.

SheIn Group Limited

SheIn's digital ecosystem includes its website, shein.com, and the SHEIN app.

• Audience Trends: SheIn maintained a stable monthly deduplicated audience, consistently above 17M throughout the quarter. The website saw an increase in visits, peaking at over 161M in May before a slight decline in June. The app maintained a solid monthly active user base, with users hovering around 7M.

• App Engagement: The SHEIN app's monthly active users grew by about 30% from January to March, stabilizing in the following months. This indicates robust mobile user engagement alongside web activity.

• Ad Spend & Channels: SheIn's advertising efforts fluctuated, with a notable peak in May, spending over $8M. Facebook dominated the channel spend, consistently delivering the highest monthly impressions, while Instagram followed suit.

JD Sports

JD Sports operates through its website, jdsports.com, and the JD Sports app.

• Audience Trends: JD Sports experienced a steady increase in web visits, reaching over 32M in June. The monthly deduplicated audience surpassed 5M, with a balanced distribution between web and app users.

• App Engagement: The app saw a decline in monthly active users in early Q2, but slight recovery by June, suggesting potential shifts in user preference towards web platforms.

• Ad Spend & Channels: Monthly ad spend increased significantly in Q2, with over $2.4M in June. Facebook and Instagram were the primary channels, with substantial monthly impressions, while YouTube gained traction in May and June.

Nike

Nike's digital presence includes nike.com and the Nike: Shoes, Apparel, Stories app.

• Audience Trends: Nike maintained a stable monthly deduplicated audience of over 4.3M. The website saw consistent traffic, peaking in May. The app's monthly active users remained around 700K, indicating steady engagement.

• App Engagement: The app's monthly active users showed minor fluctuations, suggesting a loyal user base. The web platform continued to dominate user interactions.

• Ad Spend & Channels: Nike's advertising strategy scaled up in Q2, with peak monthly spending in May at over $3.6M. Instagram and Snapchat were key channels, delivering significant monthly impressions, while YouTube engagement surged in May.

Conclusion

The Q2 2024 analysis reveals distinct trends among leading apparel brands in Great Britain. SheIn, JD Sports, and Nike each leverage their digital platforms uniquely to engage audiences. Sensor Tower's unparalleled data insights, covering web, app, and advertising metrics, provide a comprehensive view of these brands' digital performance, crucial for understanding cross-platform user behavior.

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