With Oxford Industries Inc OXM 0.73% shareholders looking ahead to the company’s Q2 earnings due out after the market close on Wednesday, the latest data from TickerTags indicate Oxford’s top two brands are trending in opposite directions on social media.

TickerTags monitors social media sites to identify trends by searching for words and phrases that appear together in social media content, such as tweets.

Organic social media mentions of Oxford’s Lilly Pulitzer brand were down 39 percent year-over-year (Y/Y) in Q2. The drop-off in buzz is likely partially due to the popularity of the Lilly Pulitzer collection at Target Corporation TGT 1.19% last summer. The Lilly Pulitzer brand has historically made up 21 percent of Oxford’s net sales.

More importantly for shareholders, however, is social media buzz surrounding Oxford’s top brand: Tommy Bahama. Tommy Bahama has historically made up 68 percent of Oxford’s sales, and the brand’s Q2 social media numbers look promising. Social media mentions of Tommy Bahama were…

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