Wednesday, February 20th, 2019 | 4 min read
Pastel-Poufs, Red Velvet Suits, and the Hadids. This year’s New York Fashion Week (NYFW) was packed with plenty of bold new looks and appearances by some of the biggest names in the fashion world. We turned to Sprinklr data to better understand which brands, designers, models, and influencers generated the most discussion on social media.
Here’s what we learned.
Using Sprinklr’s market-leading Listening solution, we identified over 300,000 social media conversations mentioning #NYFW between February 3th and February 13th, 2019.
Across the 350 Million sources – including 26 social channels – covered by this analysis, Twitter accounted for 62% of #NYFW-related conversations, followed by Instagram (30%), Tumblr posts, and news articles.
To get a sense of who was driving the digital Fashion Week conversation, we analyzed over 10,000 public conversations that mentioned a set of well known fashion figures, including Bella and Gigi Hadid, Karlie Kloss, Candice Swanepoel, and several NYFW Social Influencers.
Unsurprisingly, model-of-the-hour Bella Hadid commanded the social catwalk, as over 60% of the conversations we analyzed mentioned her incredible outfits, hairstyles, and performances.
Coach presented an outstanding Fall collection that tapped into 90s-inspired edginess. Of the 15,000 social media conversations related to the show, Stuart Vevers’ “fuzzy faux-fur vests” and Cindy Crawford’s daughter Kaia Gerber were the hottest topics.
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Using Sprinklr’s Artificial Intelligence Engine, Intuition, we also analyzed the dominant sentiment, emotions, and gender-distribution among the 15,000 Coach-related conversations we captured.
Over 73% of the conversations contained a positive sentiment, and the most common emotions expressed within those posts included strength, happiness, approval and love – indicating that the show was a success both on and offline.
We then deployed an additional layer of intelligence – Visual Insights – to analyze the visual content of these conversations, and found that around 95% of Coach-related photos featured women.
What a show, Ralph!
The iconic brand put on an instant classic in Ralph’s Cafe, a coffee shop in the label’s flagship Madison Avenue store. With over 11,000 mentions of #NYFW and keywords related to Ralph Lauren, the brand produced one of the most discussed shows on social.
Naturally, Bella Hadid was at the center of the majority of these conversations.
Do you remember Gwyneth Paltrow’s legendary red velvet suit at the 1996 MTV Video Music Awards? Tom Ford and Gigi certainly do. The centerpiece of Tom Ford’s show – which also featured serious 90s vibes – was the red velvet stunner that Gigi Hadid donned with characteristic cool.
Social media mentions of Tom Ford on Tumblr skyrocketed, making Ford the most discussed designer mentioned on the channel. What’s more, less than 1% of the mentions were negative. We also approve, Tom!
Called the “the buzziest show” by the Financial Times, the Japanese designer Tomo Koizumi’s show was one of the week’s biggest hits on social.
Bella Hadid, Emily Ratajkowski, Gwendolyn Christie, Taylor Hill, Gigi Hadid and others drove the success of this collection of pastel poufs and more, making the Japanese fashion designer one of the most discussed topics of NYFW19 with over 3,200 social media mentions.
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