Leading Apparel Brands in France: Q1 2025 Performance Analysis

Introduction

In the dynamic world of fashion, a robust digital presence is crucial for brands to effectively reach and engage their audience. This article delves into the performance of three leading apparel brands in France—SheIn Group Limited, Zara, and Nike—during Q1 2025. Utilizing comprehensive data insights from Sensor Tower, we explore their audience trends, app engagement, and advertising strategies across platforms. Sensor Tower’s unique cross-referencing capabilities provide unparalleled insights into these brands’ digital footprints.

SheIn Group Limited

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

• Audience Trends: Throughout Q1 2025, shein.com maintained a steady monthly audience, with visits fluctuating between 160M and 190M. The monthly deduplicated audience remained stable above 17M across the quarter, with a slight increase observed in March.

• App Engagement: The SHEIN app consistently engaged over 4M monthly active users, showing a modest upward trend towards March.

• Ad Spend & Channels: SheIn’s monthly advertising spend varied, with a notable spike in March, reaching approximately $2.9M. Facebook dominated their ad channels, contributing the majority of impressions.

Zara

Zara’s online presence spans zara.com and the ZARA app.

• Audience Trends: Zara experienced a decline in monthly web visits from over 70M in October to around 37M in March. Their monthly deduplicated audience hovered around 4.5M by the end of Q1 2025.

• App Engagement: The ZARA app maintained stable user engagement, with monthly active users slightly decreasing to about 570K by March.

• Ad Spend & Channels: Zara’s monthly ad spend was relatively low compared to competitors, peaking at just over $40K in November. Facebook was their primary advertising platform.

Nike

Nike’s digital strategy includes nike.com and the Nike: Shoes, Apparel, Stories app.

• Audience Trends: Nike’s website visits remained relatively stable, with monthly visits around 29M in March. The monthly deduplicated audience was consistently above 3.8M.

• App Engagement: The Nike app saw a gradual decline in monthly active users, settling around 770K by March.

• Ad Spend & Channels: Nike’s advertising efforts showed a varied approach, with Instagram being the primary channel, contributing significantly to their overall impressions.

Conclusion

The Q1 2025 analysis of SheIn, Zara, and Nike reveals distinct strategies and trends in digital engagement and advertising. Sensor Tower’s comprehensive data insights underscore the power of cross-platform analysis, providing brands with critical insights into consumer behavior across web and mobile platforms. As the apparel market continues to evolve, these insights are indispensable for brands aiming to refine their strategies and enhance their market presence. Sensor Tower remains a pivotal partner for decision-makers seeking to harness data-driven strategies.