Netimperative
Netimperative
  • Home
  • Ads
  • Content
  • Mobile
  • E-commerce
  • Social
  • Regulation
  • Video
  • Viral
Menu
  • Apple
  • Amazon
  • Facebook
  • Google
  • twitter
  • WhatsApp
  • YouTube

London Fashion Week: Designers tap into use online influencers to convert shoppers

February 23, 2016

Social media has emerged as the true voice of London’s leading fashion event and new research indicates that designers and fashion houses are having the biggest impact, including the most tweeted about names.

Now as high-tech as it is high-fashion, excitement around London Fashion Week is as much about the new collections as it is the innovative technologies and strategies being employed to show and promote them.

While it’s now expected that designers will live-stream catwalk shows and invite top fashion bloggers to sit alongside Anna Wintour on the front row, research by Rakuten Marketing shows that some designers are making a far greater impact than others online.

With 503,404 mentions across Twitter and 113,348 images tagged on Instagram during SS16 in September, social media has emerged as the true voice of London’s leading fashion event. This year, innovative brands are pushing the boundaries even further.

Leading designers including Burberry and Topshop have announced ambitious plans to transform digital engagement for the event and deliver experiences directly to the consumer.

Topshop is evolving the livestreaming concept it pioneered at last year’s fashion week by hiring professional photographer and founder of SHOWstudio, Nick Knight, to shoot and post its runway show in real-time to Instagram and Periscope.

Meanwhile Burberry’s “See-Now-Buy-Immediately” will see everything on the catwalk available to buy online and in stores immediately afterwards, alongside live social media campaigns to accompany each new collection further driving online engagement and sales.

Leading lights

As the catwalk lights up, research by Rakuten Marketing to analyse social chatter around London Fashion Week reveals how these efforts have affected brand awareness in the run up to and during the first few days of London Fashion Week.

Leading the pack by a significant margin, Topshop Unique has driven social engagement numbers far in excess of its closest competitors, with 9,486 tweets tagging their brand and latest collections over the last four days.

The return of Mulberry, absent from the London fashion week calendar since 2013; and also the homecoming of Alexander McQueen after 15 years in Paris saw engagement shoot up for these labels with 4,561 and 8,098 tweets respectively.

Burberry has similarly enjoyed impressive engagement from the announcement of its plans to launch a see-now-buy-immediately women’s and men’s collections, generating over 6,946 tweets.

Other brands in poll position include Julien MacDonald (4,566 tweets) and Vivien Westwood (1,112 tweets).

Nick Fletcher, Director of Multichannel Services at Rakuten Marketing, comments:
“London Fashion Week remains a must-attend event for designers to showcase their collections, however it’s now becoming so much bigger than the catwalk itself. It is no longer possible to keep the catwalk separate from the online and in store experiences. Customers want to engage directly with the brand in real-time in these moments.”

“Designers have long understood the power of influencer, with many brands partnering with famous faces to front major advertising campaigns. Today, this influencer has shifted online. The designers that are making the most of London Fashion Week are inviting bloggers, models and fashion partners that have the biggest and most relevant online influence to get involved by sharing photos, video and other exclusive content from the front row and back stage – or live-blogging from home.”

Methodology

This data was configured using Radian6 over the last four days of London Fashion Week. The tool provides social media monitoring and analysis in an automated solution that tracks conversations across different online channels from social media to websites. Radian6 is used as a brand monitoring tool to listen to the web for social mentions of the company, brand, keywords, gain insights and engage in relevant conversations.

Mobile, Social advertising, blogging, brands, content, images

Archives

Tags

advertising agencies Amazon analytics Android Apple apps Australia BBC brands Brazil broadband China Christmas comScore content digital marketing ecommerce email Entertainment Europe Facebook France games Germany global Google government images infographic local marketing media Microsoft music Privacy retail Search security smartphones technology Twitter UK video YouTube

Recent Posts

  • Top six Valentine’s Day ads for 2022
  • 2021 Halloween: digital marketing campaigns we loved this year
  • Empowering employees; the critical link between EX and CX
  • Investing in in-app social features is a must in a world that is crying out to be connected
  • QR codes, Gen Z and the future of OOH

Copyright © 2025 Netimperative.

Magazine WordPress Theme by themehall.com

We use cookies to improve the website and your experience. We’ll assume you’re okay with this, but you’re welcome to opt-out
Cookie settingsACCEPT
Privacy & Cookies Policy

Privacy Overview

This website uses cookies to improve your experience while you navigate through the website. Out of these cookies, the cookies that are categorized as necessary are stored on your browser as they are essential for the working of basic functionalities of the website. We also use third-party cookies that help us analyze and understand how you use this website. These cookies will be stored in your browser only with your consent. You also have the option to opt-out of these cookies. But opting out of some of these cookies may have an effect on your browsing experience.
Necessary
Always Enabled
Necessary cookies are absolutely essential for the website to function properly. This category only includes cookies that ensures basic functionalities and security features of the website. These cookies do not store any personal information.
Non-necessary
Any cookies that may not be particularly necessary for the website to function and is used specifically to collect user personal data via analytics, ads, other embedded contents are termed as non-necessary cookies. It is mandatory to procure user consent prior to running these cookies on your website.
SAVE & ACCEPT