Leading Apparel Brands in Australia: Q1 2025

Introduction

In the dynamic world of fashion, digital presence has become crucial for brand success. As we delve into Q1 2025, Sensor Tower provides insights into the top-performing apparel brands in Australia. We focus on SheIn Group Limited, Nike, and Depop, analyzing their performance across websites, apps, and advertising channels from Q4 2024 to Q1 2025.

SheIn Group Limited

SheIn Group Limited stands out with a robust digital presence, both on its website, shein.com, and its app, SHEIN.

• Audience Trends: The website saw a slight decline in visits from 56M in October 2024 to around 40M by March 2025. Monthly unique visits showed some fluctuation, while monthly true audience figures remained stable around 4.7M in March 2025.

• App Engagement: The app maintained a strong user base with monthly active users hovering around 3M in March 2025, indicating stable mobile engagement.

• Ad Spend & Channels: Advertising efforts were significant, with monthly ad spend peaking in November 2024 at over $1.3M. Facebook remained the dominant channel, delivering the majority of impressions.

Nike

Nike's digital strategy is multifaceted, with its website, nike.com, and app, Nike: Shoes, Apparel, Stories, playing central roles.

• Audience Trends: Nike's website visits peaked in November 2024 at nearly 10M, with a slight drop to about 7M by March 2025. Monthly true audience numbers stayed above 1.2M in March 2025.

• App Engagement: The app saw a peak in December 2024 with monthly active users reaching over 230K, before stabilizing around 170K in March 2025.

• Ad Spend & Channels: Nike's ad spend was modest compared to competitors, but strategic use of Instagram in November 2024 yielded significant impressions.

Depop

Depop’s unique approach to social shopping is evident in its online presence via depop.com and the Depop | Buy & Sell Clothing app.

• Audience Trends: Website visits saw an uptick from 3.5M in December 2024 to over 5.3M by March 2025, while monthly true audience numbers rose steadily to about 720K.

• App Engagement: The app consistently grew its user base, reaching over 525K monthly active users in March 2025.

• Ad Spend & Channels: Depop’s advertising was largely concentrated on YouTube, with significant monthly spend in October 2024, delivering over 25M impressions.

Conclusion

The apparel market in Australia remains competitive, with brands like SheIn, Nike, and Depop leveraging both web and app platforms to engage users effectively. Sensor Tower’s comprehensive data, including Web Insights, Pathmatics, and App Performance Insights, provides unparalleled insights into these trends. As the digital landscape evolves, such data becomes indispensable for understanding cross-platform user behaviors and strategizing accordingly.

For decision-makers seeking to harness this information, Sensor Tower offers a unique advantage in navigating the complexities of digital analytics.