Social Media Buzz Around Fashion Weeks

Brandwatch Report/
Fashion /2012
Social media and the Fashion Sector.
A report into online discussion surrounding the fashion sector,
in particular the ‘big four’ fashion weeks.

on trend!
Report/ Fashion/2012

Book a demo with us brandwatch.com/demo

Brandwatch Report
Fashion /2012

Why read this... Contents
If you work in fashion and you’re not yet tapping into online
conversations, you’re missing a big brand and market 3 Introduction
opportunity... and it’s time to get out front and centre.
4 Key Insights
Consumer fashionistas take to the social web in droves,
5 Conversation Analysis
market perception of your brand, which can have real
sales impact. 10 Case study/
London Fashion Week
So in honour of 2012 Fashion Week, we decided to dig into

events to glean exactly what makes fashion enthusiasts and
buyers tick.

The results reveal trends and insights that can help fashion
brands market smarter and achieve broader mass reach.
Intrigued? Let’s take a look at what we uncovered...

2 Book a demo with us brandwatch.com/demo

Fashion /2012
Introduction/
The fashion industry is loved and hated in equal measure, but there is no denying
that fashion is big business. This is never more evident than during the ‘big four’
fashion shows held biannually in the major fashion capitals of the world – New York,

to the cities to see the next big trends.
As the great Coco Chanel said: Fashion is discussed online on a daily basis – whether it be a
blog about a new designer, a ‘must have’ designer handbag or
“Fashion is not something that exists in dresses only. Fashion is in just photos of new shoes posted on Instagram. All that noise is
the sky, in the street, fashion has to do with ideas, the way we live, holding the secrets of the consumers, and an understanding of
what is happening.” that online chatter – what consumers, bloggers and news outlets
get excited about or dislike – can be a powerful tool for those
In the past, a great deal of secrecy surrounding new collections dealing with a brand or designer’s PR. Imagine being able to
and shows meant that social media was an enemy rather than measure the effects of your PR activities and track a brand’s
a gift, but the fashion world is slowly waking up to the possibilities growing popularity: this is what social media monitoring offers.

of welcoming social media into its exclusive circle, rather than
shunning it. These days designers have learnt to embrace it and This report aims to provide insight into how the fashion industry –
tweet news and photos in particular fashion week – is discussed online, including
from backstage and invite fashion bloggers onto the front row. how consumers compare to news outlets in their tone and
topic of discussion, and how online buzz for different fashion
weeks compares.

Fashion /2012
Key Insights/
To understand trends in chat about the fashion industry, we took a look at
discussion online surrounding the four major Fashion Week shows in order to
explore how the industry’s key events were discussed on social media sites.
This analysis revealed the following key insights:

New York and London Fashion Weeks generate the most Many of those individuals are likely to be tweeting from
buzz on English-language social media. the actual shows; the volume of tweets peaked at the
The two four-week fashion week seasons experience start of the shows each day.
incredibly similar patterns of conversation. News stories are more likely to designers
Conversation in each of the seasons than consumers are.
two weeks – New York and London – with interest waning
post-LFW. aspects of a show, whereas individuals on Twitter tend
UK social media users tend to discuss London Fashion to discuss celebrity appearances.

majority of conversation by individuals discussing it
on Twitter.


Fashion /2012
Conversation Analysis/
New York is the most discussed fashion week, We found that between June 1 2011
though London dominates UK conversation. – March 31 2012 Fashion Week was
mentioned nearly 750,000 times
worldwide (75,000 a month, on
average), with New York being the most
discussed show.

However, UK social media users
34 %
were more likely to discuss the
New York London show with a massive 64% of
UK conversation concerning the
32% capital’s shows, suggesting that
London
homegrown talent is still close to
22% British hearts.
Paris

12%
Milan


Fashion /2012
Conversation Analysis/ cont...
Fashion Week is discussed on social media regularly Fashion Weeks are held in each city
throughout the year but peaks in the middle of twice a year in quick succession– in
February/March (Autumn/Winter
each season. collections) and September/October
ALL FASHION WEEK CONVERSATION (Spring/Summer). Normally, New York
20,000 kicks off the season, followed by a
week in each of the other cities.

15,000 There are clear increases in buzz
at these two times of the year, as
MENTIONS PER DAY

shown in the chart below, although
Fashion Week enjoys a steady level of
10,000
conversation at other times of
the year.

5,000

0
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1


Fashion /2012
The two fashion week periods in the year experience Comparing the two 2-month time
incredibly similar patterns of buzz. periods against each other reveals that
the rise and fall of online chat follows a
similar shape in each season.
COMPARING ALL FASHION WEEK CHAT IN EACH SEASON

20,000 Online conversation volumes peak
during the New York and London
weeks, and then interest wanes and
15,000 levels drop over the rest of the period,
with Paris Fashion Week driving
MENTIONS PER DAY

another slight spike.

10,000
With this information, we can predict
the shape of buzz surrounding each
fashion season and this knowledge
5,000 can, in turn, be used for PR and

marketing purposes – understanding
when buzz is present means
0 understanding when content and
announcements are likely to have
AW 12 SS 12
most effect.


Fashion /2012
London Fashion Week conversation fell after day 4, The chart below shows the buzz for
whilst other shows had more consistent levels each city’s AW ‘12 show during the
corresponding weeks in February and
throughout the week.
ALL FASHION WEEK CONVERSATION
each show, with the following 6 days
20,000
also included for analysis (the fashion
shows are usually between 4 and 7
days long).
15,000
London enjoyed the highest volume
MENTIONS PER DAY

10,000 days of the show, with conversation
dropping off shortly after day 4. Other
cities enjoyed a smaller but more
stable volume over the entire week,
5,000
with conversation levels staying much

the same, if not rising, over the period.

0
4
3
2

7
1

6
5
Y
Y
Y

Y
Y

Y
Y
DA
DA
DA

DA
DA

DA
DA

NEW YORK LONDON PARIS MILAN


Fashion /2012
Much of the discussion about the shows featured
on Twitter and on a range of fashion blogs, including
popular YouTube channel threadbanger.com
Perhaps unsurprisingly, the shows attract the attention of Label 1
tweeters, including celebrities such as Katy Perry, Kim Kardashian and Charlie
Sheen, among many others. Even got involved, 2
Label
tweeting a link to their own blog about New York Fashion Week.
Label 3

Label 4

Label 5
Some pic!
Rise & glam!!!! Its Might have to start

Discover fashion at 5:45am I’m actually wide 6
Label stalking you...again!
awake! Family commercial
today! Then off to Paris
Label 7
http://bit.ly/x6KhIg

Twitter/ @Twitter Twitter/ @kimkardashian Twitter/ @charliesheen

Fashion /2012
Case study/ London Fashion Week
Given that London’s Fashion Week is the most discussed Week on UK social

We have analysed data from both the February (AW ‘12)
and September (SS ‘13) London fashion weeks for this
case study.

We found that, generally, trends in social conversation
from AW ‘12 were mirrored during the recent
SS ’13 shows.

The shows in London attract thousands of visitors from over
25 countries to discover the new looks from a wide range of
designers over the week. We tracked mentions of London

Fashion Week terms on UK social media over the AW ‘12
event (Feb 17–22 2012) and the SS ‘13 event (Sep 14-18
2012) to explore the buzz generated and to discover any
recurring themes.


Fashion /2012
Case study/ London Fashion Week/ cont...
Platforms used for LFW chat were dominated by London Fashion Week always garners
Twitter, with 91% of AW ‘12 London and 92% of SS ’13 much coverage in traditional media, but
our research shows that it also gained
chat comprising of tweets. considerable attention on social
media this year. The vast majority of
AW ’12 LFW CHAT SS ’13 LFW CHAT
this conversation took place
on Twitter.

SS ‘13 saw a slightly increased
volume of conversation compared
with AW ‘12.

31,275
MENTIONS
38,429 MENTIONS
News articles accounted for
a slightly lower proportion of
conversation for SS ‘13 than for
AW ‘12, which could be attributed to

the increased number of Twitter users
as the platform grows.

VIDEO BLOG FORUM GENERAL NEWS TWITTER


Fashion /2012
Twitter buzz peaked at the start of each show day At its peak (which was the start of the
in London during AW ‘12 LFW Mulberry show at 10am on Sunday 19),
AW ‘12 LFW was being discussed on
Twitter nearly 1,000 times an hour.
FRI FEB 17 SAT FEB 18 SUN FEB 19 MON FEB 20 TUE FEB 21 WED FEB 22

1,000 Analysing the timing of all tweets about
900 LFW revealed that guests were likely
to tweet as they arrived at the
800
shows at 10am, whilst volumes of
700 conversation slumped in the afternoon
VOLUME (HOURLY)

600 and evening.
500
Each day of the event enjoyed a
400

300 though Tuesday 21 experienced
more LFW tweets than any other

200
day, much of which was due to the
100 shows of ‘emerging talent’ award-
0 winner Mary Katrantzou and Edinburgh
designer Holly Fulton.
12 0
00 0
12 0
00 0

06 0
18 0
06 0
18 0

00 0
12 0
00 0
12 0

0
18 0
06 0
18 0
06 0

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00 0
12 0

18 0
06 0
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06 0

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00

NON DESIGNER CHAT ALL TWEETS DAILY AVERAGE


Fashion /2012
Twitter buzz during SS ‘13 LFW followed a similar During the SS ‘13 London Fashion
pattern to that for AW ‘12. Week, tweets were again posted
frequently around the timing of the
start of the shows each morning,
FRI SEP 14 SAT SEP 15 SUN SEP 16 MON SEP 17 TUE SEP 18
and conversation levels followed a
1,400 similar pattern to those seen during AW
1,300 ‘12. However, conversation in the
1,200 afternoon dropped off less sharply
1,100 for SS ‘13, with buzz more prominent
1,000
in the afternoons for SS ‘13 than it was
VOLUME (HOURLY)

900
during AW ‘12.
800
700
The large peak on the Monday was
600
caused by tweets about the Burberry
500
Prorsum show.
400

300
200
100
0
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0

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18
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12

06
06

00
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18
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12
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00
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NON DESIGNER CHAT ALL TWEETS DAILY AVERAGE


Fashion /2012
The common phrases and words
designers, which dropped slightly to 28% during SS ‘13. found most often within designer-led
chat about AW ‘12 and SS ‘13 LFW are
AW ’12 LFW designer chat shown in the word clouds (left)..

burberry
Antoni Alison AW12
Bora Aksu show live stream PPQ Corrie Nielsen
Burberry features heavily in both
clouds, though whilst Mulberry was
Bora Aksu ASOS
Mulberry
Super Lee the big designer for AW ‘12, they were
Orla Kiely Loving Fyodor Golan replaced by Topshop Unique as the
Simone Rocha Aquascutum
Central Saint Martins
most commonly appearing designer
Love front row Stella McCartney
Maria Grachvogel Clements Robeiro
House of Holland
in SS ’13 chat.
GlamourMagUK
John Rocha Gorgeous Gemma Arterton
LFW show show space

SS ’13 LFW designer chat


Fashion /2012
News articles tended to be more designer-focused and more positive
than consumer chat.
News articles accounted for 5% of AW ‘12 LFW conversation, Top news sites discussing LFW included most major British
which dropped to 4% for the SS ‘13 shows. Whilst this is newspapers (such as The Sun, The Guardian and The Daily
a fraction of the number of Twitter mentions, news articles Mail) along with internet news providers such as the BBC,
Yahoo! and MSN.
their reader numbers and ‘authority’. For example, the top
ten most prominent UK news sites for AW ‘12 chat had a
potential combined readership of nearly 3 billion (up to
over 5 billion for SS ’13); whereas the top ten most followed
Twitter accounts had a combined follower count of just
over 7 million (12 million for SS ‘13). In fact, around half
of those top ten most-followed tweeters discussing LFW
were news and magazine accounts, so these sources were


Fashion /2012
News articles were much more likely than twitter chat 70% of news stories were designer-led,
to mention designers. compared to 32% of tweets. For SS ’13,
the divide grew wider, with 74% of news
Themes in Stella McCartney Twitter conversation: ,
compared to only 25% of tweets.

The topics of discussion about designers
were also different when comparing news
stories and tweets. For example, the topic
clouds (left), generated by the Brandwatch
app, illustrate the main themes within
discussion about Stella McCartney on
Twitter and news sites during AW ‘12 LFW.
Themes in Stella McCartney news stories: Brandwatch automatically pulls out the
top themes in the conversation, and as
we can see below, Twitter conversation

about McCartney was much more
likely to focus on the celebrities and
personalities involved with, or present
at, the shows, whereas news stories
tended to focus on the shows, the
designs and the models.

Fashion /2012
News stories were also much more likely to be positive about the
designer, though negative conversation was minimal on both platforms.

STELLA MCCARTNEY CONVERSATION (BASED ON A SAMPLE OF 250 MENTIONS)

100%

75%
PERCENT

50%

25%

0
NEWS TWITTER

NEGATIVE NEUTRAL POSITIVE


Fashion /2012
Tap into Brandwatch…
and a new dimension of fashion.
If you’re a fashion industry executive, keeping current with online conversations
is just about as essential these days as staying on top of the latest styles
and collections.
Brandwatch can help you tap into new aspects of the fashion Interested in learning more?
industry, new market segments, consumer trends, brand We’re proud to say that our social media monitoring solution
perception, and more. That means you can turn social media outperforms all other tools on the market - making the most
chatter into real business opportunities: reliable, targeted social market data available to you in user-
friendly dashboards.
Expand your market reach
Manage your reputation We’re also not shy, so we’d love the opportunity to show it to
you in action. Contact us today at Brandwatch.com/demo to
Capture consumer feedback & market research
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Brandwatch Report
Fashion /2012

Thank you /
We hope this report about social media buzz surrounding the fashion industry has
been of interest. We work with clients across a wide range of industries and with
different needs in order to give them insights like these, along with deeper analysis
of the conversation they care about, in order to realise the potential of monitoring

utilise the power of social media monitoring.

/about Brandwatch /info
Brandwatch is one of the world’s leading providers of social media monitoring and For more information on how
analysis. More than 500 global brands and agencies use Brandwatch solutions, Brandwatch can improve your
relying on the real-time social media coverage and highly reliable, spam-free data business or to schedule a demo,

we provide to monitor online conversations around their brand interests, glean visit Brandwatch.com/demo.
business insights through deep data analysis, conduct market research, predict
market trends, and engage with customers and prospects. US: 1 212 229 2240
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Social Media Buzz Around Fashion Weeks

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