A look at the campaigns luxury fashion brands ran for Milan Fashion Week on Facebook, Twitter and Instagram. Brands analyzed are Calvin Klein, Dolce & Gabbana, Gucci and Versace.

1. Report Period: January 12 - 23, 2015
Fashion Events:
4 Social Media
Campaigns Analyzed
A look at the campaigns luxury
fashion brands ran for Milan Fashion
Week on Facebook, Twitter and
Instagram. Brands analyzed are
Calvin Klein, Dolce & Gabbana,
Gucci and Versace.

2. Summary
How does a fashion brand leverage a major industry event? This report analyzes the content
strategies and tactics of four major luxury fashion brands during Milan Fashion Week. The following
slides will reveal details about each brand’s posting calendar, social networks employed, engagement
levels generated and the posts that made the biggest impact.
Highlights
❖ Instagram is the dominant social network for live fashion events
❖ Only 1 of the 4 campaigns included posting to Facebook
❖ Posting for each brand is scheduled around their live fashion show
Brands were selected due to their use of the Milan Fashion Week hashtag #mfw, one of the more popular topics in January for
this industry.
Networks compared and analyzed: Facebook, Twitter and Instagram. Report period: January 12 - 23, 2015.

3. Campaign Activity - All Brands Combined
Brands naturally
spiked their
posting activity
around their live
fashion shows,
which occurred at
different times
throughout the
week.

4. Brand posting calendars for each network
The charts on the
left show spikes in
posting for each
brand, by social
network.
Posting spikes
sharply on the day
of the events.
Brands should
consider
extending the
build-up a few
more days before
the event.
Especially if
shows are shown
live online, which
some were.

5. Where Engagement Happened
The charts on the
left show which
social networks
generated the
most
engagements.
Instagram’s
dominance is
remarkable, even
for Calvin Klein,
which also posted
to Facebook.
Overall
engagement rates
are very high,
driven by
Instagram, an
ideal platform for a
visually-driven
event.
Gucci
Dolce & Gabbana Calvin Klein
Versace

6. Gucci - Campaign Analysis
Gucci’s content
calendar included
the most posting
before and after
the event of all
brands.
That approach
helped them
distribute a higher
volume of posts
more evenly, while
generating more
buildup for their
event than the
other brands.

7. Gucci - Top Posts
Emphasis on gold
and upscale
slippers defines
the Gucci brand.

8. Versace - Campaign Analysis
Versace relied on
one spike of
posting the day of
the event.
They generated
the least total
engagement of
the four brands.
Versace also had
the highest
percent of posts
going to the least
effective network,
Twitter: 68%.

9. Versace - Top Posts
Content-wise,
Versace’s light
colors form a nice
contrast to the
Gucci and Dolce &
Gabbana style
references.

10. Dolce & Gabbana - Campaign Analysis
The brand heavily
concentrates
posting on
Instagram (82%).
Brand registers
highest overall
engagement rate
accordingly, and
also drove the
most overall
engagements.

11. Dolce & Gabbana - Top Posts
There’s a strong
family theme
throughout the
Dolce & Gabbana
campaign.
‘Family’ was one
of their more
frequently used
terms.

12. Calvin Klein - Campaign Analysis
The only brand to
use Facebook.
Facebook posting
generated
additional content,
but not an
enormous amount
of engagement
relative to
Instagram.
Calvin Klein
Instagram posts
had highest
engagement/fan
ratio of any brand.

13. Calvin Klein - Top Posts
The brand that
didn’t have their
live show
mentioned in their
top post (it was
the #2 post on
Facebook).
Their Facebook
and Twitter posts
features the power
of celebrity in the
fashion industry.
The top Instagram
post gives a more
behind the scenes
view of the events
in Milan.

14. Social Media Fan and Follower Totals
Brands are
building strong
communities on
Instagram.
With such large
fan counts on
Facebook, it’s
surprising the
brands weren’t
more aggressive
posting on that
network.

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