Topshop has been named the number one retailer for the way it utilises social media.
A new study, conducted by market research specialist eDigitalResearch, deemed the Arcadia brand the best retailer at using Facebook and Twitter.
Companies were marked on volume of followers and active interaction between the brand and consumer, and it was judged that fashion retailers encourage a larger degree of cross-communication through well-established social media pages.
River Island ranked just behind Topshop, while online fashion house Asos.com, Next and New Look made up the top five.
Ed Handasyde-Dick, Social Media Manager at eDigitalResearch, commented: “It is not surprising that brands aimed at a younger, more dynamic audience came out on top.
“We are beginning to see more content-driven marketing from many multichannel fashion retailers, such as in-house produced magazines, focusing on subjects that potential customers regularly talk about.”
He added: “The next challenge is for companies to utilise all this user generated content and integrate it into within their future marketing and business plans.”
Research from e-retail membership community IMRG and the British Population Survey (BPS), published this week, provided further evidence that social media is an important tool for retailers to use.
The study showed the number of internet users visiting social networking sites has increased fourfold to 48.9 per cent in the last two years, and that online retail businesses should not solely rely on internet search engines to attract customers.