Could we have saved these retail chains? Most likely not. And some other companies also cannot be saved. Why? Because they’re selling bullshit. They’re not based in the real world.

In our weekly Social War research we measure and analyze the online engagement of more than 70 fashion brands. The winners of this week are: Replay keeps scoring with FC Barcelona ‘Never change a winning team.’ This is a fact when it comes to Replay and FC Barcelona working...