Oct 17, 2017 | By WGSN Insider
Big data meets consumer insights. Experience WGSN.
Step forward Victoria Beckham who gained over 5.6m consumer engagements, or 17% of the total, during New York Fashion Week. That included engagements such as searches, likes and retweets across across Facebook, Google+, Instagram, Tumblr, Twitter, YouTube and Wikipedia.
The data came from ListenFirst and was reported by WWD. It showed that Calvin Klein and Michael Kors also scored highly this time with 2.9m and 2.2m engagements, respectively.
The fact that Beckham had an earlier career as a pop star and also benefits from the halo effect of her celebrity family could be playing as big a part as her fashion offer here. And Rihanna’s presence on the list at number five backs up this celebrity power link. Her Fenty x Puma show attracted 1.8m engagements.
In fact, Puma was a first-timer on the list and managed 20% of social engagement for all fashion brands on September 6. One post about its new CLF Creeper show saw 80,000 responses (Fashion Week posts get around 3,000 responses on average). And Rihanna’s Fenty Beauty launch also scored highly on social media.
However, Rihanna was only fifth in the list so who was fourth? Sherri Hill… showing that designers don’t have to enjoy global recognition to make an impact. Hill enjoyed 1.9m engagements, ahead of Ralph Lauren (1.7m), Tom Ford (1.6m) and Marc Jacobs (1.1m).
Hill’s strength is believed to be linked to her earlier exposure on Keeping up with the Kardashians and her role in kick-starting the careers of several top runway models.
Meanwhile, more of NYFW’s big names also figured on the list but with less than 1m engagements with Alexander Wang on 957k and Coach on 621k.
Know what’s next. Become a WGSN member today to benefit from our daily trend intelligence, retail analytics, consumer insights and bespoke consultancy services.