Leading Apparel Brands in France: Q4 2024 Performance Overview

In the dynamic world of fashion retail, understanding the digital performance of leading brands is crucial. Sensor Tower provides invaluable insights into web, app, and advertising data, offering a comprehensive view of market trends. This article delves into the performance of three major apparel brands in France during Q4 2024: SheIn Group Limited, Zara, and Nike.

SheIn Group Limited

SheIn is renowned for its fast-fashion offerings, capturing a significant digital footprint through shein.com and the SHEIN app.

• Audience Trends: From Q3 to Q4 2024, SheIn's website maintained a stable visit pattern, with visits per unique visitor peaking at 30 in November and December. The monthly true audience showed a slight decline, closing December slightly below 18M.

• App Engagement: The SHEIN app experienced fluctuating monthly active users, beginning at over 12M in October and ending just under 12M in December.

• Ad Spend & Channels: Monthly advertising expenditure decreased significantly from over $2.5M in October to approximately $1.3M in December, with Facebook capturing the largest share of impressions.

Zara

Zara, a leader in high-street fashion, maintains a robust digital presence via zara.com and the ZARA app.

• Audience Trends: Zara's website visits peaked in November at over 84M, showing strong engagement with visits per unique visitor reaching 14.

• App Engagement: The ZARA app saw a consistent monthly active user base, maintaining over 1.2M users throughout Q4 2024.

• Ad Spend & Channels: Zara's advertising strategy varied, with November seeing the highest monthly spend of approximately $51K, primarily on Facebook and TikTok.

Nike

Nike's innovative approach to sportswear is reflected in its digital presence through nike.com and the Nike: Shoes, Apparel, Stories app.

• Audience Trends: Nike's website visits fluctuated, with a notable peak in November at nearly 39M visits, suggesting heightened interest during the holiday season.

• App Engagement: The Nike app maintained a stable monthly engagement level, with active users hovering around 1.3M in November.

• Ad Spend & Channels: Nike's monthly ad spending saw a peak in August at over $1.8M, with significant investments across Instagram and Snapchat.

Conclusion

The Q4 2024 performance of SheIn, Zara, and Nike in France underscores the importance of a multifaceted digital strategy. Sensor Tower's comprehensive data offerings, including Web Insights, App Performance Insights, and Pathmatics, provide unparalleled insights into these trends, enabling brands to optimize their cross-platform presence effectively. Decision-makers can leverage these insights to drive strategic growth and enhance competitive advantage.