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Paris Fashion 
Week: Insiders 
vs. Influencers 
Our analysis of the social conversations 
surrounding Paris Fashion Week p...
Fashion in Color 
Which colors from the Paris Fashion Week 
catwalks were catching peoples’ eyes? 
We analyzed the social ...
Fashion Week 
Movers and 
Mentions 
The collections at Paris Fashion Week 
gave people plenty to talk about, though 
being...
Fashion Week 
Show-Stoppers 
We analyzed the social conversations 
throughout Paris Fashion Week to give 
you the runway r...
Who Are You 
Wearing? 
It’s a question brands and retailers 
should be paying attention to. Based 
on our analysis, celebr...
From the Runway 
to the Retailers’ Stores 
The styles that struck a pose on the runway may not 
necessarily be the fashion...
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Paris Fashion Week: Insiders vs. Influencers

At Paris Fashion Week, for critics, the top designer was Chanel. However, it was Givenchy that was the social favorite. See more in our social analytics analysis: http://spr.ly/FashionWeek_Paris_Insights

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Paris Fashion Week: Insiders vs. Influencers

  1. 1. Paris Fashion Week: Insiders vs. Influencers Our analysis of the social conversations surrounding Paris Fashion Week proves that social sharers don’t always agree with fashion critics’ top designer picks. To fully understand which designers’ racks consumers will be running to next spring, retailers and brands should pay attention to all sources of information. Critics’ picks1 1. Chanel 1. Balmain Social favorites2 Givenchy 2. 3. Christian Dior 4. Lanvin 5. Louis Vuitton 2. Christian Dior 3. Louis Vuitton 4. Balenciaga 5. Chanel 1Weighted ranking that aggregates commentary about the best designers of Paris Fashion Week published by the top six fashion Web sites. 2Weighted ranking based on favorability, net sentiment, and number of mentions of data from SAP social media analytics. Stay on top of the #PFW scene. Follow @SAP_Retail and #SAPFashion. Social media analytics solutions from SAP offer social intelligence, management, and monetization opportunities for brands and retailers. Analyzing structured and unstructured data from various social media platforms and forums can lead to actionable insights into consumer behaviors, preferences, and trends. While Chanel, Christian Dior, and Louis Vuitton were included in both fashion insiders’ and social influencers’ conversations, there were differences of opinion between the two groups when it came to other designers. Social sentiment analysis gives brands and retailers the full picture of what’s hot – and what’s not – when it comes to fashion. Listening to all outlets of information can give retail operations insights they can use to create compelling customer experiences catered to current tastes.
  2. 2. Fashion in Color Which colors from the Paris Fashion Week catwalks were catching peoples’ eyes? We analyzed the social conversations to find out. Stay on top of the #PFW scene. Follow @SAP_Retail and #SAPFashion. Social media analytics solutions from SAP offer social intelligence, management, and monetization opportunities for brands and retailers. Analyzing structured and unstructured data from various social media platforms and forums can lead to actionable insights into consumer behaviors, preferences, and trends. BLACK & WHITE 6,763 METALLICS 4,792 GREENS 906 PURPLES/ BURGUNDY 382 MENTIONS PINKS 3,350 BROWNS 1,023 NUDES 2,064 REDS/ ORANGES 2,779 BLUES 2,913 PINKS 73% NET SENTIMENT GREENS 93% METALLICS 91% REDS/ ORANGES 92% BLACK & WHITE 90% BLUES 97% BROWNS 94% NUDES, PURPLES/ BURGUNDY 100% While social sharers’ conversations about the colors seen at Paris Fashion Week were primarily black and white, ironically, it was the color nude that people favored the most. Knowing all shades of consumer social media sentiment can help retailers and brands keep up with the changing colors of each fashion season.
  3. 3. Fashion Week Movers and Mentions The collections at Paris Fashion Week gave people plenty to talk about, though being the most talked-about designer didn’t necessarily equate to being the most favored among social media commentators, as our analysis found. Social media analytics solutions from SAP offer social intelligence, management, and monetization opportunities for brands and retailers. Analyzing structured and unstructured data from various social media platforms and forums can lead to actionable insights into consumer behaviors, preferences, and trends. While Givenchy was the most buzzed about designer at Paris Fashion Week, it was Christian Dior whom social sharers favored the most. Retailers and brands need to not only know which designers people are talking about most; they also need to understand the meaning behind those mentions in order to provide the products that may increase customer loyalty, market share, and share of wallet. Stay on top of the #PFW scene. Follow @SAP_Retail and #SAPFashion. Givenchy 22,637 Chanel 21,742 Balmain 17,558 Louis Vuitton 13,976 Christian Dior 11,535 Most Talked-About Designer (Mentions) Christian Dior 97% Balenciaga 95% Louis Vuitton 93% Givenchy 92% Lanvin 92% Most Favored Designer (Sentiment)
  4. 4. Fashion Week Show-Stoppers We analyzed the social conversations throughout Paris Fashion Week to give you the runway rundown. Social media analytics solutions from SAP offer social intelligence, management, and monetization opportunities for brands and retailers. Analyzing structured and unstructured data from various social media platforms and forums can lead to actionable insights into consumer behaviors, preferences, and trends. SEPTEMBER 23 – OCTOBER 1, 2014 7:00 P.M. CEST 8:00 P.M. CEST 7:00 P.M. CEST 8:00 P.M. CEST 8:00 P.M. CEST When it comes to fashion, one day you’re in, and the next you’re out. Retailers and brands know how quickly style trends can change. Consumer social media analysis can enable companies to keep the pulse of fashion in real time and manage their inventories accordingly. Stay on top of the #PFW scene. Follow @SAP_Retail and #SAPFashion. Tuesday Wednesday Friday Jean Paul Gaultier’s last "ready-to-wear" show was the most talked about – and one of the most liked – of the day, with 2,240 mentions and 100% sentiment. Anticipation was high for Balenciaga: 3,203 mentions and 100% sentiment were logged at the start of the show. Saturday Although Jean Paul Lespagnard’s show brought in the highest number of mentions for the day at 4,871, sentiment was at one of its lowest points at 70%. Thursday Sunday Mentions spiked to 4,938 and sentiment was at 100% for Lanvin’s show, fueled in part by Kim Kardashian’s presence. Monday Two giant casts of white orchids made by British artist Marc Quinn gave people plenty to talk about during the Alexander McQueen show, as mentions jumped to 6,458.
  5. 5. Who Are You Wearing? It’s a question brands and retailers should be paying attention to. Based on our analysis, celebrities can highly influence consumers’ social conversations about brands. Social media analytics solutions from SAP offer social intelligence, management, and monetization opportunities for brands and retailers. Analyzing structured and unstructured data from various social media platforms and forums can lead to actionable insights into consumer behaviors, preferences, and trends. Brand awareness can be clearly affected by the celebrity company it keeps. Retailers that want to stay on top of the fashion trends need to pay attention not only to the brands consumers are mentioning in their social conversations, but also to those brands that celebrities are wearing to know which looks consumers may want to copy soon. Stay on top of the #PFW scene. Follow @SAP_Retail and #SAPFashion. Top Brand-Driven Chatter (% of mentions with brand reference only) Dries Van Noten Alexander McQueen Stella McCartney Chloé 76% 69% 60% 53% Top Celebrity-Driven Chatter (% of brand mentions with celebrity reference) Balmain Lanvin Balenciaga Louis Vuitton 100% 100% 100% 99%
  6. 6. From the Runway to the Retailers’ Stores The styles that struck a pose on the runway may not necessarily be the fashions that stick in the minds of consumers. Companies that are able to analyze consumer social sentiment are likely to have a better understanding of what looks might win customers’ loyalty in the long run. Our analysis of the social media conversations during this year’s Paris Fashion Week offers five insights into how retailers and brands can use social data to their advantage: Keep up with consumers’ changing tastes to create more engaging experiences and offer more relevant options. 1. 2. 3. 4. 5. Better predict what colors will be catching the eye of consumers each season to manage inventories accordingly. Understand not only what styles and brands consumers are talking about, but also how they feel about them to better predict consumer behaviors. Track your brand or the brands you carry through the eyes of the consumer to know who and what is influencing their fashion choices and how. See the complete picture of fashion trends with detailed insights into the who, what, and where that can guide business strategy. To see all of our social sentiment analysis of Paris Fashion Week, visit: http://spr.ly/Paris14

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