Mastering Mass Market Fashion: How European Fashion Brands Stay Competitive

The Insights Behind the European Fashion Brands Ranking

Mass market fashion has a remarkable ability to reach and resonate with diverse demographics across multiple regions. According to Statista, the global market value of mass fashion is projected to reach approximately 185 billion U.S. dollars by 2027. As competition intensifies, it’s becoming increasingly vital for brands to stay ahead of the curve by reinforcing their presence and growing their share of value in the market.

These brands thrive on accessibility, affordability and rapid scalability. Their strength lies in the ability to cater to a broad spectrum of consumers, from budget-conscious shoppers to trend-driven fashion enthusiasts. However, maintaining relevance in this fast-moving industry requires more than just offering the right price point. Brands must continuously innovate and refine their strategies to meet shifting consumer demands and preferences.

To ensure growth, brands must regularly assess performance, set clear objectives and track comprehensive marketing metrics such as Media Impact Value® (MIV®). Benchmarking these insights against competitors helps brands refine strategies, identify opportunities and stay competitive in the ever-evolving mass market fashion landscape. At Launchmetrics we have benchmarked the performance of five European fashion brands to uncover key strategies in their August performance:

• A critical first step for success in this segment is establishing a strong presence in the brand’s home market. By leveraging a combination of Voices—such as Influencers, Media and Owned Media—brands can build a solid foundation and reputation that will allow them to scale effectively across new markets. This foundation is crucial, as mass market brands often rely on their ability to adapt and localize their offerings while maintaining a consistent brand identity. River Island has generated $4.6M in MIV from the UK, Promod $1M MIV from France and Bonprix $795K MIV from Germany.
• Mid-tier influencers are valuable for driving impact within the European market. River Island has seen great success through mid-tier influencers like Olivia Miller, who generated $153K in MIV through just three placements. 
• Media has proved to be a powerful strategy to keep a brand’s presence in its home market while also tapping into a more international audience. River Island generated the highest MIV from the five bands in the ranking from Media with Daily Mirror driving $513K in MIV. On the other hand, print is also a good strategy to reach audiences. Bonprix found success in Print Media, generating $357K in MIV from 57 placements—showcasing the versatility of media formats.
• Leveraging Owned Media is a quick win since it requires less financial investment, especially if you’re leveraging User Generated Content and resharing. River Island drove $404K in MIV through Instagram and Facebook across 77 placements, while Promod drove $300K in MIV through 59 placements. Owned media allows brands to engage their audience directly while minimizing costs.

In an increasingly competitive mass market fashion industry, brands must prioritize performance across a mix of Voices to maintain their relevance and grow. Benchmarking your brand’s MIV against competitors allows you to refine your strategy, stay agile and uncover new opportunities. As mass market brands adapt to shifting consumer demands, those who invest in a balanced approach across digital and traditional channels will be well-positioned to succeed.