New York & Company, Ann Taylor and Lane Bryant are among several specialty apparel brands that have launched social media campaigns around the spring fashion season to great results. New York & Company saw its liker base nearly triple in two months post-holiday season, with help from a promotion that offered daily gift card prizes. It's current number of followers (as of press time) stands at 292,792, which represents a 207 percent increase. Ann Taylor saw an 81 percent increase and Lane Bryant a 31 percent increase over the two-month period.
Other retailers that bucked the trend and saw continued growth in their number of Facebook fans post-holiday were Bass Pro Shops (21 percent increase), Cabela's (20 percent), Pottery Barn (89 percent), Gymboree (7 percent), Williams-Sonoma (49 percent), Bebe (27 percent), Banana Republic (11 percent) and Bed Bath & Beyond (252 percent). On the flip side, Kohl’s, TJ Maxx, Lowe’s, Walgreens and J.Crew all saw their fan base top off following the holidays.
Having a larger Facebook fan base is a positive. It allows retailers to provide an optimal brand experience by merging physical and online worlds into a single entity. How Facebook likes are translating into sales has yet to be seen.