Leading Apparel Brands in Australia: Q3 2024 Performance Analysis

Introduction

In the dynamic world of apparel retail, understanding the digital footprint of leading brands is crucial. Sensor Tower's comprehensive data provides unique insights into the cross-platform user behavior of top apparel brands in Australia. This article delves into the performance of SheIn Group Limited, Nike, and Depop, highlighting their web and app engagement trends from Q2 to Q3 2024.

SheIn Group Limited

Audience Trends

• Website: shein.com

  • From Q2 to Q3, visits fluctuated, peaking in September at nearly 50M visits.

  • Unique visits decreased slightly, with a noticeable rise in visits per unique visitor, reaching 25 in September.

• App vs. Web Audience:

  • The monthly deduplicated audience remained stable at around 4.7M.

  • App-only visitors increased, exceeding 2.7M in September, highlighting a mobile preference.

App Engagement

• Application: SHEIN

  • Monthly active users saw a slight increase, maintaining above 1.4M throughout the quarter.

Ad Spend & Channels

• Total Spend & Impressions:

  • Monthly advertising expenditure varied, with a high of over $1.3M in April, predominantly on Facebook.

  • Impressions peaked at over 360M in April, declining over the quarter.

Nike

Audience Trends

• Website: nike.com

  • Visits declined from April's 8.5M to September's 6.2M.

  • Unique visits remained stable, averaging around 1M per month.

• App vs. Web Audience:

  • The monthly deduplicated audience hovered around 1.2M, with web-only visitors dominating.

App Engagement

• Application: Nike: Shoes, Apparel, Stories

  • Monthly active users experienced a gradual decline, ending the quarter just under 270K.

Ad Spend & Channels

• Total Spend & Impressions:

  • Monthly advertising expenditure peaked at over $180K in August, with Instagram being the primary channel.

  • Impressions also peaked in August, reaching over 44M.

Depop

Audience Trends

• Website: depop.com

  • Visits peaked in May at over 4.6M, before a decline to 3.4M in September.

  • Unique visits showed stability, with significant engagement on the app.

• App vs. Web Audience:

  • The monthly deduplicated audience showed growth, with app-only visitors rising to over 420K in September.

App Engagement

• Application: Depop | Buy & Sell Clothing

  • Monthly active users increased steadily, surpassing 320K by September.

Ad Spend & Channels

• Total Spend & Impressions:

  • Monthly advertising expenditure was highest in May at over $500K, with Snapchat being a significant channel.

  • Impressions peaked in May, with over 139M.

Conclusion

The data from Q2 to Q3 2024 reveals distinct trends among Australia's leading apparel brands. SheIn's strong mobile presence, Nike's consistent web engagement, and Depop's growing app audience highlight the varied strategies in digital engagement. Sensor Tower's unparalleled insights into cross-platform behavior underscore the evolving landscape of the apparel industry, offering decision-makers unique advantages in strategic planning. For more insights, explore our Sensor Tower products and services.