A focus on the most social brands at LFW13

1. LONDON FASHION WEEK AW13
SUMMARY
Burberry was the most talked-about brand during London Fashion Week 2013 and was mainly associated with Britishness.
It too had the largest number of male advocates. Despite the fact Topshop and River Island are high street brands, they
produced high levels of buzz thanks to successful broadcasting activities on Twitter (Topshop) and celebrity endorsement
(River Island). Mulberry has experienced the most significant positive shift in terms of followers and propensity-to-purchase
levels.
TREND
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HOT PHRASES HOT HASHTAGS
Hashtag % of total buzz
#lfw 72%
#streetwear 4%
#londonfashionweek 4%
#nyfw 3%
#rihannahforriverisland 3%
#fashion 3%
#streetstyle 2%
#pfw 1%
#aw13 1%
#burberry 1%
BIGGEST BRANDS
Brand % of total buzz Brand % of total buzz Brand % of total buzz
Burberry 5% Zoe Jordan 1% Temperley London 0.3%
River Island 4% Christopher Kane 1% Matthew Williamson 0.3%
Topshop 4% Issa 1% Mary Katrantzou 0.3%
Mulberry 1% Moschino 0.5% Julien MacDonald 0.2%
Tom Ford 1% Whistles 0.4% Giles 0.2%
Vivienne Westwood 1% Victoria Beckham 0.3% MAC 0.2%
Source: Sysomos, 1 Feb to 28 Feb 2013 1

2. LONDON FASHION WEEK AW13
BURBERRY
Burberry was a leader in all social media platforms during London Fashion Week 2013 proving a good two-way brand-
customer communication channel. The initial user reactions after seeing the Burberry catwalk (Twitter) followed by more
comprehensive opinion statements on blogs could be used as a reinforcement of the brand’s position as a leader in social
media and as a tool for maintaining close relationships with and rewarding loyal fans. Burberry too has the largest number
of male engaged users compared to Topshop and Mulberry, which should be used to start creating more male-centric social
media campaigns to turn this interest into propensity-to-purchase.
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RIVER ISLAND
Rihanna’s debut collection was the highlight of River Island’s performance during London Fashion Week 2013 . The brand
was mainly associated with the singer, proving the celebrity endorsement successful. The brand has hence reached new
target audiences (Rihanna/music fans) and this could be used to both learn more about them and strengthen its
relationship with them, especially with overseas ones who were main buzz drivers around River Island. Similarly to
Topshop, the brand was mainly mentioned in relation to its London Fashion Week collection which provides an opportunity
for strengthening its fashion credentials.
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Source: Sysomos, 1 Feb to 28 Feb 2013 2

3. LONDON FASHION WEEK AW13
TOPSHOP
Despite the fact Topshop was a sponsor of London Fashion Week 2013, sentiment around the brand was mainly related to
its fashion show. Links to the Topshop catwalk show were massively shared by the brand’s owned channels - hence the high
volumes of buzz. Interestingly, there was great user interest in such activities, especially by overseas fans who were unable
to attend London Fashion Week this winter. This could be used to both learn more about Topshop’s customers and
advocates, and to strengthen the brand association and create more advocates overseas. Topshop was mainly mentioned
in relation to its clothes during London Fashion Week, which puts them on the same merit as Burberry and Mulberry.
During this time of the year the brand should use this asset to strengthen its fashion credentials.
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MULBERRY
Mulberry has experienced the most significant increase in both buzz volume and followers during London Fashion Week
2013. The high peak of propensity-to-purchase volumes and the motive-related sentiment associated with Mulberry give
great ad-hoc short term opportunities to capitalise fans’ keen interest and knowledge, turning it into a quick ROI and brand
endorsement. Despite the high levels of forum engagement, sentiment is mainly driven by passive link sharing of online
shops where Mulberry bags could be purchased, and therefore such activities should be turned into user-engagement
campaigns. Many females in different age brackets discussed gift-giving, which could be used to learn more about the
brand’s advocates and to further boost sales, especially during upcoming holidays.
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Source: Sysomos, 1 Feb to 28 Feb 2013 3