Leading Apparel Brands in France Q3 2024: A Deep Dive into SheIn, Zara, and Nike

Introduction

In the ever-evolving landscape of the French apparel market, brands like SheIn Group Limited, Zara, and Nike have solidified their positions as dominant players. Their digital presence, encompassing both websites and mobile apps, reflects significant audience engagement. This article delves into these brands' performance from Q2 to Q3 2024, highlighting trends and insights derived from Sensor Tower's comprehensive data offerings.

SheIn Group Limited

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

• Audience Trends: Throughout Q3 2024, shein.com maintained steady web traffic, with monthly visits hovering around 185M. The monthly true audience remained stable above 19M, indicating a robust web presence. Notably, web-only visitors consistently surpassed app-only visitors, underscoring the website's dominance.

• App Engagement: The SHEIN app saw a peak in monthly active users in August, reaching over 12M. This suggests a growing preference for mobile shopping experiences, although the web remains a significant channel.

• Ad Spend & Channels: SheIn's advertising strategy included a notable investment in Facebook and Instagram, with monthly ad spend peaking at nearly $5M in May. Impressions were highest on Facebook, with over 1B impressions in May, demonstrating effective channel utilization.

Zara

Zara's digital presence is anchored by zara.com and the ZARA app.

• Audience Trends: From Q2 to Q3 2024, zara.com experienced fluctuations, with monthly visits peaking in June at over 83M. The monthly true audience remained around 7M, with a noticeable increase in web-only visitors.

• App Engagement: The ZARA app maintained stable monthly active users, with an interesting rise to over 1.2M in September, indicating a slight shift towards mobile engagement.

• Ad Spend & Channels: Zara's ad spend was relatively modest, with peaks in April and August. Facebook was the primary channel, with impressions exceeding 13M in April, reflecting a strategic focus on targeted advertising.

Nike

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

• Audience Trends: Nike.com showed consistent web visits, with a notable peak in August at 35M. The monthly true audience was stable, slightly exceeding 4M, with web-only visitors dominating.

• App Engagement: The Nike app saw a monthly active user spike in August, reaching over 1.3M, emphasizing a growing mobile audience.

• Ad Spend & Channels: Nike's advertising efforts were robust, with a significant monthly spend in August reaching nearly $1.9M. Instagram was a key platform, delivering substantial impressions, particularly in August.

Conclusion

These insights underscore the varied strategies employed by SheIn, Zara, and Nike in the French apparel market. Sensor Tower's data offerings, including Web Insights, App Performance Insights, and Pathmatics, provide unparalleled visibility into these brands' cross-platform user behaviors. As the market evolves, such comprehensive data remains crucial for understanding and capitalizing on digital trends. Sensor Tower empowers decision-makers with the insights needed to stay ahead in a competitive landscape.