Paris, the last of the big four Fashion Weeks, wrapped up last week and we have the stats on who made the biggest splash on social in New York, London, Milan, and Paris.
Fashion Week wouldn’t be Fashion Week if there weren’t social media to whisk away images of new collections and front-row celebrities off to millions of followers. The Fall/Winter 2015 shows across all the four main cities were widely documented on Facebook, Twitter, Instagram, and other platforms. Unsurprisingly, top players like Michael Kors and Burberry came out on top of the social media game, but some underdogs piggy-backed off of Fashion Month to create great social media results too. Here’s a first look at who and what stood out – according to Socialbakers data – on social in the big four fashion capitals of the world.
Michael Kors dominated Mercedes Benz Fashion Week on social: they were the fastest-growing and most-engaging brand on Facebook throughout the week and dominated the ranks on Instagram. Malan Breton was in the top three most mentioned on Twitter and Go Red For Women made a big splash on Twitter for charity. Everyone from Laverne Cox to social media star Bethany Mota (catch her at Socialbakers Engage 2015!) walked the runway for women’s heart health awareness.
London Fashion Week was all about Burberry, Vivienne Westwood, and Topshop on social. Paul Smith grew their fan base sizably on Facebook, and so did Holly Fulton. Burberry blew everyone else out of the water on Facebook Interactions (almost 40,000 Interactions during London Fashion Week), followed not-so-closely by Vivienne Westwood (12,000 Interactions) and the rest.
Watch Burberry’s Interactions sky-rocket starting the day of their show (February 23rd):
Prada, Trussardi, and Gucci grew their fan bases rapidly throughout the week. Gucci, Roberto Cavalli, and Tod’s were the most engaging. Gigi Hadid’s look at Max Mara was the shot of MFW.
Zoolander 2! Ben Stiller and Owen Wilson on Valentino’s catwalk broke the internet, but did Valentino get the biggest coverage of Paris Fashion Week? Only on Instagram, where they were the most engaging profile (here’s why going viral doesn’t actually pay in the long term). Chanel was amongst those that grew the most fans on Facebook, Twitter, and Instagram. Moncler managed to grow their fan base by 13% on Facebook.
Louis Vuitton stood out by the end of the week with Nicolas Ghesquière’s winter collection, which did very well on Twitter mainly thanks to one particular post (below).
PFW on Twitter was mostly about celebrities, with top tweets mentioning Lorde, Kanye West, Lady Gaga, and Dakota Johnson. The picture below did well for Dior also on Instagram, where it was the 3rd most-liked image.
Finding data-points like these and having a comprehensive understanding of how social evolves for any company takes mere seconds if you’re using Socialbakers Analytics. You can find out who did better or worse than the industry at large, and you can see how a profile or page (or even a group of pages) evolves over the time period of your choice. Tracking how social media performance changes in connection with high-profile special events can show you whether events bring you the growth and awareness you're looking for – and you can look to top-performers and learn some good new tricks.
Social ROI has been a hot topic for fashion brands throughout this Fashion Week and will continue to be. As more and more companies rely on ecommerce for revenue streams to compliment brick-and-mortar locations, tracking how prospects are encountered online, nurtured, and converted to customers becomes an indispensable investment that could make or break a brand.
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