The Impact of Digital Influencers during New York Fashion Week Men's F/W 2016

1. during
THE IMPACT
OF DIGITAL
INFLUENCERS

2. 01/
/ CONTENTS
INTRODUCTION
GUESTS: WHO ARE THEY?
GUESTS: WHERE ARE THEY FROM?
TOP GUESTS
INFLUENCING SHOWS
TOP FOUR INFLUECNERS AT NYFW: MEN'S 2016
INFLUENCERS GEOGRAPHICAL REACH
POTENTIAL WORLWIDE REACH
INFLUENCERS POTENTIAL IMPACT
INSTAGRAM: KEY SOCIAL NETWORK AT FASHION SHOWS
THREE KEY CONCLUSIONS
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This content has been created by Launchmetics,
an influencer marketing company created by the
Fashion GPS and Augure merger. We’ve analyzed
attendees from New York Fashion Week: Men's
Fall/Winter 2016 shows, looking specifically at
their social media impact throughout the world.
The data is sourced from GPS Events, capturing
fashion week attendee statistics and processed
by Augure’s influencer marketing platform. This
content was produced in partnership with CFDA
with the aim to provide brands and agencies with
a clearer picture of the changing landscape in
fashion coverage.
NYFW: MEN'S F/W 2016

3. 02/
/ INTRODUCTION
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Since the advent of social media, analytics on the impact of digital
channels have become key. This is particularly relevant for the fashion
industry. This study examines the notion that social media is
increasingly replacing traditional advertising as a forum to promote
fashion. To that end, influencers- i.e. on Instagram, twitter and blogs are
at the focus of fashion brands. Who are these influencers who can
reach millions of followers and fans, and how can brands find them? At
the same time, what role does traditional media play in this new world?
We have placed the “influencer” at the heart of this study to better
measure their contribution to the success of a brand.
NYFW: MEN'S F/W 2016

4. 03/
/ GUESTS: WHO ARE
THEY?
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The data confirms the continued relevance of traditional media which
makes up 33% of all invited guests. However, the number of online editors
and bloggers is on the rise and now accounts for another 33% during
NYFW: Men’s and is growing. Will the online sector outgrow traditional
media and eventually make it obsolete? According to the study, blogs and
social media can coexist with traditional media. Digital versions of fashion
magazines have become a powerful extension of a print asset while pure
digital players like WhoWhatWear, Man Repeller, and Business Of Fashion
have served has a compliment to these. OtherRetailers
InstitutionsPR, Mkt &
Communication
Stylists
CreativesPhotographersBloggers
TV journalistsOnline journalistsJournalists
2%
14%
2%
4%
6%
1,5%
5%
5%
1%
27%
33%
NYFW: MEN'S F/W 2016

5. 04/
/ GUESTS: WHERE ARE
THEY FROM?
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New York Fashion week: Men’s drew a larger percentage of American
editors and buyers, although there was also significant attendance from
the UK and Japan.
NON US GUESTS
US GUESTS COMPARED
TO INTERNATIONAL GUESTS
76%
NYC declared
11%
Other countries
13%
USA (cities and general)
4%
Australia
3%
Beijing+HK
56%
Western Europe
6%
Russia
18%
Japan
1%
India
4%
Latin America
5%
Canada
4%
South Korea
NYFW: MEN'S F/W 2016

6. 05/
/ TOP GUESTS
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Overall, editors accounted for the highest number of invitations sent
out. Compared to the first NYFW: Men’s in July 2015, the number of
editors specializing in menswear was on the rise for the February 2016
shows. Editors received more than 10 invitations per season. By
contrast, bloggers were invited to only 2 or 3 shows.
638 tweets
966 followers
921 publications
2371 followers
WENDELL BROWN
SENIOR FASHION EDITOR AT ESQUIRE
6980 tweets
15.2K followers
480 publications
2695 followers
NICK SULLIVAN
FASHION DIRECTOR OF ESQUIRE.
EDITOR OF ESQUIRE’S BIG BLACK BOOK
926 tweets
5951 followers
608 publications
47.8K followers
WILLIAM BUCKEY
FASHION DIRECTOR AND PHOTOGRAPHER AT MR MAGAZINE
69 tweets
81 followers
41 publications
140 followers
JEAN PALMIERI
SENIOR EDITOR AT WWD
EMILY MANNING
ASSISTANT EDITOR AT I-D MAGAZINE
No Social Media presence
NYFW: MEN'S F/W 2016

7. 06/
/ INFLUENCING SHOWS
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The industry is facing the second iteration of the digital era. Digital
influencers are no longer considered newcomers, but are now seen as
acclaimed voices that brands and retailers listen to. With social media
and digital technology has come the ability to disseminate images in
real time. Fashion has become globally accessible. To that end, the
power of the consumer and the runway show are being reevaluated.
This was the focus of a study the CFDA conducted with the Boston
Consulting Group in March 2016. Several designers have tested the
idea of in-season relevancy, among them, Rebecca Minkoff in February,
as well as Tom Ford and Burberry in the fall. In-season relevancy is likely
to elevate the role of the influencer and potentially to drive business for
brands.
NYFW: MEN'S F/W 2016

8. 07/
/ TOP 4 INFLUENCERS
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SOCIAL FOOTPRINT
OF THE GUESTS
18.6K
followers
20.5k
followers
JULIE GILHART
INDEPENDENT
84.9K
followers
VANESSA FRIEDMAN
NEW YORK TIMES & INYT FASHION DIRECTOR
44.1K
followers
28.3k
followers
THE FASHIONISTO
BLOGGER
10.8K
followers
25.2k
followers
ANDREW BEVAN
TEEN VOGUE’S STYLE DIRECTOR
NYFW: MEN'S F/W 2016

9. 08/
/ TOP 4 INFLUENCERS
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GEOGRAPHICAL GLOBAL REACH
(BASED ON THEIR COMMUNITIES)
Africa Middle East and North Africa
Eastern Europe and Caucasus
Caribbean and Latin AmericaAsia
Western and Northern EuropeUS and Canada
2%
2%2% 2% 1%
69%
22%
JULIE GILHART
INDEPENDENT
12%
3% 2% 2%
31%
34%
16%
THE FASHIONISTO
BLOGGER
7%
2% 2%1%
13%
64%
11%
ANDREW BEVAN
TEEN VOGUE’S STYLE DIRECTOR
8%
4% 2% 1%
24%
48%
12%
VANESSA FRIEDMAN
NEW YORK TIMES AND INYT FASHION DIRECTOR
NYFW: MEN'S F/W 2016

10. 09/
/ TOP 4 INFLUENCERS
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POTENTIAL
WORLWIDE REACH
55338
Usa
681
Caribbean
2358
Middle East
3184
Africa
7391
Australia and
New Zealand
11724
Western Europe
12965
Eastern Europe
and Russia
13208
Asia
14333
Latin America
16298
Canada
Calculating the geographical reach for social influence is strategic for
entering new markets.
The top four influencers of this study collectively amass more than 60K
unique followers.
NYFW: MEN'S F/W 2016

11. 10/
/ TOP 4 INFLUENCERS
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POTENTIAL
WORLWIDE REACH
Take a look at the countries where these influencers have the highest
amount of impact.
NYFW: MEN'S F/W 2016
Canada
USA
Carribean
Latin America
Eastern Europe and Russia
Western Europe
Middle East & Magreb
Africa
Asia
Australia & New Zealand

12. 11/
/ INSTAGRAM
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KEY SOCIAL NETWORK
AT FASHION SHOWS
Instagram, the ubiquitous photo sharing social network, has become the
unofficial platform for the fashion industry. A recent report from digital
think tank L2 found that Instagram by far drew the most engagements
on social media during New York Fashion Week. Pulling from our
technology, the data shows that during NYFW: Men’s F/W 2016, there
were approximately 55,000 comments, 2.79 million likes and 21,400
publications actively engaging on Instagram. We can conclude that
Instagram serves far more than just an “image sharing” network, and is
an advantageous platform to create relationships with users.
However, despite the data, many of the more influential Instagrammers
are still not invited to the major fashion shows compared to traditional
media. Brands can now take advantage of tools to seek and engage with
the right Instagram influencers to amplify their collection. Identifying
influencers and establishing Instagram as a first point of contact with a
consumer can help inform demand and engage consumers.
NYFW: MEN'S F/W 2016

13. *data collected from Feb 1st-4th
FASHION WEEK
SHOW HASHTAGS
12/
/ INSTAGRAM
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Comments
Likes (x100)
Posts
NYFW: MEN'S F/W 2016
#
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#N
YFW
+
#N
YFW
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#N
YFW
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#N
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YFW
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#M
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#N
YFW
+
#fashion
120000
10000
80000
60000
40000
20000
0
377143
4358
21392
8739
633113
17224
12105
11099
517305
4842
759908
5157
2797261
54992
8537
4358
11099
517305
48425157

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13/
/INSTAGRAM
#NYFW POSTS WITH
MOST COMMENTS
NYFW: MEN'S F/W 2016
User Name
comment followers
1419 671k
@nyledimarco
@balleralert
comment followers
394 1.5M
comment followers
394 1.5M
@balleralert
comment followers
343 1.4M
@songofstyle
comment followers
394 1.5M
@balleralert
comment followers
351 138k
@offtherailsmag
comment followers
394 1.5M
@balleralert
comment followers
286 1.4M
@rankiejgrande

15. User Name
comment followers
60676 671K
@nyledimarco
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comment followers
394 1.5M
@balleralert
likes followers
35068 635k
@aidanalexander
comment followers
394 1.5M
@balleralert
comment followers
31789 644k
@heyclaire
comment followers
25519 1.4M
@songofstyle
comment followers
24695 2.8M
@menwithclass
14/
/ INSTAGRAM
TRENDING POSTS
AFTER 24H HASHTAGGED #NYFW
NYFW: MEN'S F/W 2016

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15/
/ THREE KEY
CONCLUSIONS ABOUT
NEW YORK FAHION
WEEK: MEN’S
Traditional press is still relevant despite social media’s strides in the
fashion world.
Online and offline media are coexisting and collectively reaching larger
audiences than ever before. We can infer that online media will
continue to grow in importance, but traditional print will continue to
serve as an authority on trends for the general public.
Targeting the right audience will be the challenge for both mediums.
Precise targeting capabilities will be the next big thing for marketing,
especially in influencer discovering. Localization of audience,
characterization and qualification will reinforce the power of big data
and analytics.
Social networks are quickly becoming a key focus for analytics. Among
them, Instagram leads as the top channel for image distribution. By
analyzing and optimizing these channels brands have the opportunity
to boost their image and drive ROI.
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NYFW: MEN'S F/W 2016

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In collaboration with
Want to discover more about fashion intelligence?
www.launchmetrics.com
We help brands from concept to consumer.
Our software and data insights enable brands to accelerate their launch into the marketplace and
build strong and lasting exposure through the activation of the influencers that matter for their
audience.