Fashion Week on Social Media: Who Took the Lead?

The word "fashion" has been lighting up on social media. Fashion designers and brands are flaunting their new collections on the runway and fashionistas have been periodically checking their phones for new updates. We took a look at this year's Spring Fashion Week to find out how brands have left their mark on social media - engaging their communities from all corners of the globe.

London Fashion Week: Who Posted it Best?

Unsurprisingly, British fashion brands became a hot topic on social media during the London Fashion Week (LFW). When comparing 2016 to 2017, we can see that Topshop has kept their number one place, taking their crown for total number of interactions.

What's more interesting is that Instagram generated the majority of interactions for all 5 top-performing brands, and attracted more fans/followers than on Facebook and Twitter. This is proof that Instagram is becoming an integral piece to fashion marketing. The visual platform has made several updates from live streaming to the new Shop Now button, that perfectly play into fashion brands' social media needs.

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Burberry Turns Fashion Buzz into Sales

Burberry used social media to promote their new collection a few days before the show. One of their posts featured a short video teaser, inviting their community to join them for their live fashion show on Facebook.

Burberry isn't missing a chance to leverage their fashion week buzz to drive sales. They are promoting their e-shop on their channels by including links to their posts. The fashion brand is continuing to use their see-now, buy-now model which was launched during the Autumn 2016 Fashion Week. This allows customers to order from Burberry's new collection the second they hit the runway - talk about impulse shopping!

The days leading up to the fashion show, Burberry continued to post sneak peeks of their collection, along with rich description text that gave insight into designers' fashion inspirations. Burberry’s individual posts, were the top-performing across Facebook, Instagram, and Twitter.

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Burberry's most engaging content were predominantly runway photos, snapshots of celebrities sporting their clothes, and fashion show attendees. Burberry’s second best-performing Facebook post was actually their Facebook Live video of the runway show.

Topshop Keeps Their Collection Under Wraps

Topshop took a different approach to their social media strategy compared to Burberry. Rather than post content about their own collections, they used their Facebook and Twitter pages to generally talk about the Fashion Week event, or comment on fashion trends. Topshop was tight-lipped about their collection which helped build a sense of mystery.

Topshop continued to steal the social media show after Fashion Week was over, posting backstage photos to make their audience feel like part of the action. Like other top-performing brands, Topshop gained most of their interactions from their Instagram account. Their best-performing posts consisted of a countdown to their fashion show along with a teaser to inform their community of the upcoming fashion material. This was a great way to raise awareness of the show, so more people could tune in on time.

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Topshop's Instagram photos were diverse and documented the entire event - from beginning to end. Images of the empty venue were published a day before the show to generate interest and build a contrast between event preparation and aftermath. Community members were able to see different elements of the show which made them not only feel like they were a viewer - but an event organizer. Clearly this worked, as their posts generated 58.8% of all the instagram interactions gained during LFW fashion week. Marketers can follow suit by showing different stages of their event, so audiences can watch an event come to life.

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New York Fashion Week vs. London Fashion Week

When it comes to brand advocates and Twitter mentions - there is a huge difference between London Fashion Week and the New York Fashion Week (NYFW). Interestingly, NYFW's top mentions on Facebook and Twitter came from celebrities - and just a handful of Youtubers. In contrast, the LFW's top mentions were from bloggers and lifestyle pages.

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Top-performing mention on Facebook during NYFW


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Top-performing mention on Facebook during LFW


When comparing the top 10 posts from each city, we can see that there is a huge difference in number of interactions. We found that Facebook posts that mentioned the NYFW gained an average of nearly 42,000 interactions - that's 39x more interactions compared to the LFW's top 10 posts. The same goes for Twitter where the top 10 posts mentioning NYFW collected nearly 7x times more average interactions than influencer posts mentioning the LFW.

There are two main reasons that account for the differences in interactions. Firstly, celebrities often have larger audiences compared to bloggers. Secondly, the NYFW event goes on for almost twice as long (9 days) with over 100,000 attendees. In contrast, the LFW only lasted for 5 days with 5,000 attendees.

The Takeaway

Once again, the fashion industry has taken the social media world by storm. From this year's Spring Fashion Week, we can see that social media continues to play a crucial role in how fashion brands raise awareness of upcoming events and new collections. From Instagram Live to the see-now, buy-now model, fashion brands are adapting to the wants and needs of their fashion-loving, tech savvy community. The fashion industry as a whole, have demonstrated that they are embracing the power of social media, and are using platforms as a way to give their community a front row seat and backstage pass to one of the most anticipated events of the year.

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