Burberry – the most popular brand on Instagram

Burberry may be going through a number of changes, ahead of the impending departure of Chief Creative Officer Christopher Bailey, but that has done little to harm its reputation as the British brand is the most popular brand on Instagram.

Burberry has managed to hold onto its crown for the second year running, with 10.4 million followers, two million more than last year, according to Iconosquare second annual study. Although the luxury fashion house is the most popular British brand on Instagram, its engagement rate, the number of comments and likes divided by the number of followers, is only 0.57 percent.

High street staple Topshop is the second most popular British brand on Instagram, with 9.2 millon followers, followed by Jimmy Choo, with 7.3 million followers and Asos, with 6.6 million followers. However, their engagement rates are slightly better than that from Burberry at 0.86 percent, 0.94 percent and 0.80 percent respectiv

Burberry Holidays 2017 campaign

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Other fashion brands in the top 10 most popular British brands ranking including Alexander McQueen, in sixth place with 5.3 million followers and Stella McCartney in ninth place with 4.5 million followers. Overall British fashion brands tended to be more popular than British automotive companies, which saw Jaguar (5.5 million followers) and Aston Martin (4.7 million followers), ranked in fifth and seventh place respectively in the annual ranking.

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