London Fashion Week has been and gone for another season and it’s time to run the numbers and crown the social media winner. Socialbakers looks at the stats…
Fashion fans and consumers are quickly getting used to the new industry formula; ‘see now, buy now’ – today, consumers have all the information, products and services at their fingertips, the latest fashion news and collections are no exception. This raises the bar for how designers communicate with their audiences, especially during Fashion Week; they need to ensure they share the right content, at the right time via the most appropriate channels.
Social media winner of the week? Instagram won hands down as designer brands’ platform of choice with a total of 1,952,117 interactions during London Fashion Week (17th – 21st Feb), compared to Facebook and Twitter which saw a total of 42,556 and 28,205 interactions respectively. According to data from Socialbakers, the top Instagram posts (by interactions) by designers during LFW were:
1. Burberry – 56,180 interactions, incl. 55,888 likes and 292 comments
2. Swarovski – 41,736 interactions, incl. 41,461 likes and 275 comments
3. Topshop – 34,550 interactions, incl. 34,462 likes and 88 comments
4. Topshop – 34,051 interactions, incl. 33,964 likes and 87 comments
5. Burberry – 30,529 interactions, incl. 30,464 likes and 65 comments
6. Topshop– 28,880 interactions, incl. 28,824 likes and 56 comments
7. Burberry (post) – 27,244 interactions, incl. 27,125 likes and 119 comments
8. Burberry – 26,443 interactions, incl. 26,383 likes and 60 comments
9. Topshop – 25,931 interactions, incl. 25,885 likes and 46 comments
10. Topshop – 25,992 interactions, incl. 25,879 likes and 43 comments
Similar to last year, Topshop and Burberry top the list of British designers with the most engaged audience on Instagram – so, what did they do to earn their place in the spotlight?
Topshop delivered a direct shopping experience; tapping into consumers’ demand for immediately shoppable looks by:
• Driving desire for exclusivity: posting top looks and snaps from the fashion show, including exclusive pieces in limited edition – see example, here.
• Guiding consumers to shop the look: the majority of the posts include a mention of what search terms to use on the website to find/shop the full looks – making it easy for consumers to find the products in just a few taps – see example, here.
• Influencer marketing: all of its top performing posts feature celebrities, famous fashion bloggers and beautiful models – see example, here.
• Overall, Topshop gained 14,433 new followers on Instagram during LFW – building on its engaged audience in the long term and not just the short term, i.e. through likes.
Burberry invited followers to be part of its LFW journey, taking them behind the scenes of the show and the exclusive after party and:
• Building momentum: counting down the days till the show, posting snapshots from the runway location in the run-up to the live streaming of the – see example, here
• Making fashion personal: sharing posts of celebrities wearing Burberry to events linked to LFW, showcasing the clothes in a “real life” context and emphasising the ‘see now, buy now’ movement the – see example, here
• Influencer marketing: Kendall Jenner and Brooklyn Beckham are captured wearing pieces from Burberry’s new collections the – see example, here
• Overall, Burberry gained 29,542 new followers on Instagram during LFW
James Lubbock, strategic client director at Socialbakers:
“Burberry is phenomenal at tailoring its content for each of its social media platforms. In addition to its Instagram success, the brand completely owned Twitter during London Fashion Week. 36 out of the top 50 tweets by British designers, during fashion week, were posted by Burberry. Its top ten posts generated 15,114 interactions alone.
• Twitter: Burberry was the most mentioned brand on Twitter with 2,190 organic mentions. This was closely followed by Topshop (1,295 organic mentions) and Julien Macdonald (571 organic mentions)
• Facebook: While Instagram was the number one platform, fans were still showing their love on Facebook. Sophie Webster, Burberry and Vivienne Westwood received the most “love” reactions, with 1,430, 1,035 and 679 love reactions respectively
The designer battle: which brand did best across all social media platforms?
Top 10 designers by interactions across Facebook, Instagram and Twitter during LFW:
1. Topshop – 642,454 – i.e. the overall winner
2. Burberry – 613,202
3. SWAROVSKI – 192,616
4. Versus Versace – 127,868
5. Sophia Webster – 119,774
6. Mary Katrantzou – 83,773
7. J.W. Anderson – 83,355
8. Christopher Kane – 57,849
9. Vivienne Westwood – 53,590
10. Molly Goddard – 48,397