Thursday, October 3rd, 2019 | 7 min read
The fashion industry’s biggest events – New York Fashion Week and London Fashion Week – generated over a million social media, news and blog mentions with people discussing the most captivating trends and celebrity sightings between September 6th – Sept. 20th. Check out our interactive slideshow here (using Sprinklr Presentations) and read the post below for detailed event insights.
Using Sprinklr’s market-leading Listening solution, we identified 1,331,411 conversations mentioning New York (NYFW) and London Fashion Weeks (LFW) across Social Media (Twitter, Instagram, Facebook, etc), Online (News, Websites, Blogs), and Traditional Media sources (TV, Radio, and Print).
But where did all these conversations happen? Without surprise, Instagram is the Social Platform of Choice in the Fashion space: 48% of all the buzz around Fashion Weeks happened on Instagram as highlighted by the pie chart below.
Across channels, conversations peaked on September 9th for NYFW on the back of Tommy Hilfiger and Ralph Lauren’s shows, and on September 16th for London Fashion Week during Burberry’s show.
From a brand content standpoint, we analyzed over 300 Instagram Brand posts mentioning #NYFW or #LFW related keywords, and published between Sept. 6th – Sept. 20th.
Ralph Lauren is leading the Engagement race, collecting millions of likes, comments, and shares on organic content and making #RalphsClub the top performing hashtag across all brands. Ralph Lauren is followed by Michael Kors, Burberry, SAVAGE X FENTY and Tom Ford.
How do you maintain full creative control of your product, whilst sharing it with as many people as possible? Simple. You ban filming and sign a deal with Amazon that distributes the show to over 200 million people.
For her second Savage x Fenty show @badgalriri recruited Big Sean, A$AP Ferg, Halsey and a few other friends to put on a performance that will have Victoria’s Secret shaking in their G string.
Rihanna is not only disrupting the lingerie industry but the way in which any designer approaches the digital strategy surrounding a launch.
In collaboration with PRODJECT, a creative agency specializing in brand strategy, concept development and execution, the Barbadian designer crafted a new narrative around her brand.
Savage x Fenty is designed with every woman in mind but by her carefully executed delivery, Riri has maintained a level of exclusivity that leaves fans hungry for more.
Here are some of the main themes of discussion across the SavageXFenty-related conversations:
Across these 1.3M+ conversations, Zendaya appears is leading the way with 54K mentions.
She is followed by Rihanna (30K), Gigi (19K) and Bella Hadid (17k), Joan Smalls (2.9K) and Irina Shayk (2.8K), for all #NYFW & #LFW-related conversations between Sept. 6th & 20th.
Looking at the most mentioned brands, Burberry’s Spring Summer 2020 show was the most discussed. Followed by Rihanna’s SavageXFenty show, Tommy Hilfiger and Zendaya’s #TOMMYNOW show, Victoria Beckham’s #VBSS20 show and Ralph Lauren’s #RalphsClub.
From Paris to Harlem, following up February’s star-studded 70’s soul spectacle, round two of the TommyXZendaya collection proved to be once again a huge hit.
The show was a celebration of diversity and female empowerment with bold prints, power suits and glamorous headwear captivating the Apollo Theatre audience. In true Tommy style the experience wasn’t only felt in the 10037 area – if you logged on to tommy.com a bespoke VR experience transported you straight to the front row.
The Zendaya collaboration has been an enormous victory for Tommy, following a hugely successful summer. It comes as no surprise that the former Disney star was also the most talked-about model.
London (Fashion Week) is Burning
With 140k+ mentions, Ricardo Tisci’s sophomore show at Burberry was by far the most discussed fashion event during a week which was mostly dominated by the displays taking place outside of the venues.
What began with the occupation of bridges around London, the Extinction Rebellion (XR) movement quickly turned its attention to LFW Spring/Summer shows, demanding that the British Fashion Council declare a climate emergency.
This September, the nonviolent group was praised by the media for their social media savviness and engaging brand campaigns. With 4,759 mentions it was the 3rd most discussed topic of the week, which is undeniable evidence that the tides have turned and the industry has woken up to the severity of the matter.
So what does this mean for LFW 2020?
The spotlight is shining brighter than ever before on the brands and designers who choose to participate in the shows, which means that in order to maintain relevance the environmental impact of their output must be addressed.
Sprinklr Success Managers Aaron Tej and Hippolyte Petit leveraged Sprinklr Research to analyze real-time data from 25+ social channels and 350 million web sources.
We aggregated all messages containing (NYFW OR #nyfw OR #newyorkfashionweek OR “new york fashion week” OR newyorkfashionweek OR #nyfw2019 OR #nyfw19 OR nyfw2019 OR nyfw2019 OR LFW OR #lfw OR #londonfashionweek OR “london fashion week” OR londonfashionweek OR #lfw2019 OR #lfw19 OR londonfashionweek2019 OR lfw2019 OR #LFWM OR #LFW). We then applied an additional keyword search to analyze any mentions of the major Fashion Weeks’ shows and Top Models . These additional keywords are called “Sprinklr Themes” – allowing you to slice and dice your listening topic mentions, turning unstructured data into structured data.
We organized all of this “big data” by different types of charts and visuals that were powered by our Sprinklr Display product.
All data was gathered in the 14-days window from 12 am Eastern, Sep 6, 2019 to 11:59 pm Eastern, Sep 20, 2019.
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