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Brandwatch Report/ Fashion Book a Demowith Us in Particularthe‘Bigfour’Fashionweeks 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! /2012 Report/ Fashion 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. /2012 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... Report/ Fashion 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. /2012 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 Report/ Fashion weeks compares. 3 Book a demo with us brandwatch.com/demo 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 /2012 on Twitter. Report/ Fashion 4 Book a demo with us brandwatch.com/demo 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 % /2012 12 Milan Report/ Fashion 5 Book a demo with us brandwatch.com/demo 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 shown in the chart below, although Fashion Week enjoys a steady level of 10,000 conversation at other times of the year. MENTIONS PER DAY 5,000 /2012 0 AUG 11 1 JUN 11 1 JUL 11 1 OCT 11 1 NOV 11 1 DEC 11 1 JAN 12 1 FEB 12 1 MAR 12 Report/ Fashion 6 Book a demo with us brandwatch.com/demo Fashion /2012 Conversation Analysis/ cont... 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 another slight spike. 10,000 With this information, we can predict the shape of buzz surrounding each MENTIONS PER DAY fashion season and this knowledge 5,000 can, in turn, be used for PR and /2012 marketing purposes – understanding when buzz is present means 0 understanding when content and announcements are likely to have AW 12 SS 12 most effect. Report/ Fashion 7 Book a demo with us brandwatch.com/demo Fashion /2012 Conversation Analysis/ cont... 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 10,000 days of the show, with conversation dropping off shortly after day 4. Other cities enjoyed a smaller but more MENTIONS PER DAY stable volume over the entire week, 5,000 with conversation levels staying much /2012 the same, if not rising, over the period. 0 DAY 1 DAY 2 DAY 3 DAY 4 DAY 5 DAY 6 DAY 7 NEW YORK LONDON PARIS MILAN Report/ Fashion 8 Book a demo with us brandwatch.com/demo Fashion /2012 Conversation Analysis/ cont... 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,Label 2 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 actuallyLabel wide 6 stalking you...again! awake! Family commercial /2012 today! Then off to Paris Label 7 http://bit.ly/x6KhIg Twitter/ @Twitter Twitter/ @kimkardashian Twitter/ @charliesheen Report/ Fashion 9 Book a demo with us brandwatch.com/demo 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 /2012 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. Report/ Fashion 10 Book a demo with us brandwatch.com/demo 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 38,429 News articles accounted for MENTIONS MENTIONS a slightly lower proportion of conversation for SS ‘13 than for AW ‘12, which could be attributed to /2012 the increased number of Twitter users as the platform grows.
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