Feb 19, 2017 | By WGSN Insider
Big data meets consumer insights. Experience WGSN.
When it comes to fashion week, brands desire retweets, likes, shares and regrams almost as much as good reviews. Why? They result in sales, create buzz and align their products more closely with significant influencers quicker and more solidly than a magazine shoot or interview ever could. Also, the scope of how far pictures of their collection could be shared is exponential.
The social statistics for New York Fashion Week are now in and thanks to genius data analysts Trendalytics, we can revealed which brands got their social strategy just right…
1. The most prolific image across social media throughout the whole of NYFW was…
Joan Smalls in look #34 at Givenchy.
2. And another thing about Givenchy… The brand’s social engagement was up by 48% YOY. Worth noting though is this surge is not down to the fashion house’s own social activity but to influencers associated with it (think Kendall Jenner, Nicki Minaj and Kim Kardashian).
3. While we’re on the subject of influencers… the top three – who drove 10% of all social activity throughout NYFW – were:
i) Selena Gomez
ii) Kim Kardashian
iii) Chiara Ferragni
4. But the person who drove most social engagement for brands? Kendall Jenner – Michael Kors, DVF, Vogue and InStyle all benefited from posting pics of the model.
5. The most influential social platform was Instagram, which drove 98% of #NYFW social engagement despite Facebook having twice as many users who are fans of the various brands that were showing.
6. But the winner of #NYFW? With over four million engagements – which is at least four times more than any other brand – it’s fair to say it was, undeniably, Victoria Beckham.
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