Leading Apparel Brands in Spain: Q4 2024 Performance Overview

In the rapidly evolving world of online retail, understanding audience trends and digital engagement is crucial. Sensor Tower's comprehensive data provides invaluable insights into the cross-platform performance of leading apparel brands. This article delves into the performance of SheIn Group Limited, Zara, and Stradivarius in Q4 2024, highlighting their websites, apps, and advertising strategies.

SheIn Group Limited

SheIn continues to dominate the digital apparel space with its website, shein.com, and the SHEIN app.

• Audience Trends: From Q3 to Q4 2024, monthly deduplicated audience figures remained stable above 22M. While October showed a slight dip, November rebounded with 23.8M. The app-only audience consistently surpassed web-only users, reflecting a strong mobile preference.

• App Engagement: The SHEIN app maintained steady engagement, with monthly active users hovering around 7.5M to 8M. A minor decrease in December suggests seasonal variance.

• Ad Spend & Channels: SheIn's monthly advertising spend peaked in November at over $4.4M, utilizing platforms like Facebook and Instagram for significant impressions. Notably, Facebook dominated with impressions exceeding 1.6B.

Zara

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

• Audience Trends: Zara's monthly true audience grew from 7.7M in July to 8.8M by December. The web platform maintained a larger audience compared to the app, highlighting a balanced digital strategy.

• App Engagement: The ZARA app saw a gradual increase in monthly active users, reaching over 700K by December, indicating a growing mobile engagement.

• Ad Spend & Channels: Zara's advertising efforts were minimal, with sporadic spend across platforms. A notable spike in October on Facebook suggests targeted seasonal campaigns.

Stradivarius

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

• Audience Trends: The brand's monthly true audience increased from 3M in July to nearly 3.5M in December. The web platform consistently attracted more users, although app engagement showed a promising upward trend.

• App Engagement: The Stradivarius app saw a steady rise in monthly active users, peaking at over 190K in December, reflecting increased mobile engagement.

• Ad Spend & Channels: Stradivarius maintained a consistent advertising presence, with monthly spend concentrated on Facebook and Instagram. Impressions were highest on Facebook, reaching over 14M in December.

Conclusion

The Q4 2024 data highlights the dynamic nature of the apparel market in Spain. SheIn, Zara, and Stradivarius each employ distinct strategies across web and mobile platforms. Sensor Tower's unique cross-referencing of web, app, and advertising data offers unparalleled insights into these trends. For businesses seeking to understand cross-platform user behavior, Sensor Tower remains an essential resource.

For more detailed insights, explore our Web Insights, Pathmatics, and App Performance Insights offerings.