Leading Apparel Brands in Q1 2025: A Data-Driven Look at SheIn, Gap, and Victoria's Secret

Introduction

In the ever-evolving world of apparel, digital presence plays a crucial role in a brand’s success. Leveraging Sensor Tower's comprehensive data, we analyze the performance of three leading brands—SheIn Group Limited, Gap, and Victoria's Secret—in the US apparel market during Q1 2025. This analysis covers trends from Q4 2024 to Q1 2025, highlighting audience engagement across web and app platforms, monthly ad spend, and more.

SheIn Group Limited

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

• Audience Trends: SheIn's monthly deduplicated audience remained stable, hovering around 76M in March 2025. The website consistently attracted over 31M unique visits monthly, with a peak in March. The app maintained a strong presence with over 29M monthly active users in March, showcasing a gradual increase from February.

• App Engagement: The SHEIN app experienced fluctuations, with monthly active users slightly increasing from 27M in February to 29M in March, indicating a renewed interest in mobile shopping.

• Ad Spend & Channels: SheIn's monthly advertising efforts surged in March 2025, with spending exceeding $33M, primarily through Facebook and Instagram, delivering billions of impressions. OTT channels were not utilized during this period.

Gap

Gap's digital presence is bolstered by its websites, gap.com and gapfactory.com, along with the GAP app.

• Audience Trends: Gap.com saw a stable monthly audience, with unique visits consistently above 32M. Gapfactory.com maintained a similar trend, with visits peaking at 11M in March. The true monthly deduplicated audience across platforms remained around 31M in March.

• App Engagement: The GAP app had stable engagement, with monthly active users around 376K in March, indicating a steady mobile user base.

• Ad Spend & Channels: Gap's monthly ad spend in March increased to over $4M, with significant impressions through Instagram and Facebook, highlighting a focus on social media advertising.

Victoria's Secret

Victoria's Secret's digital strategy includes victoriassecret.com and the Victoria's Secret—Bras & More app.

• Audience Trends: The website saw a significant increase in unique visits, reaching over 12M in March. The monthly deduplicated audience also rose, surpassing 13M in the same month.

• App Engagement: The app maintained a consistent user base, with monthly active users around 375K in March, slightly declining from previous months.

• Ad Spend & Channels: Victoria's Secret increased its monthly ad spend to over $2.6M in March, focusing on Facebook and OTT platforms, generating considerable impressions.

Conclusion

The Q1 2025 data underscores the importance of a robust digital strategy in the apparel industry. SheIn, Gap, and Victoria's Secret each demonstrate unique strengths across platforms, supported by Sensor Tower's unparalleled data insights. This analysis highlights the critical role of cross-platform engagement and strategic advertising in maintaining a competitive edge.

For more detailed insights, explore Sensor Tower's Web Insights, App Performance Insights, and Pathmatics offerings.