Report/ Fashion/2012 Brandwatch Report/ Fashion Book a demowith us in particularthe‘bigfour’fashionweeks. sector, fashion the surrounding discussion online into report A Social mediaandtheFashionSector. brandwatch.com/demo /2012 on trend! 2 Report/ Fashion/2012 Fashion Brandwatch Report Why read this... Book a demowith us Intrigued? Let’s takealookatwhatweuncovered... reach. mass broader achieve and smarter market brands fashion help can that insights and trends reveal results The buyers tick. and enthusiasts fashion makes what exactly glean to events into dig to decided we Week, Fashion 2012 of honour in So sales impact. real have can which brand, your of perception market droves, in web social the to take fashionistas Consumer centre. and it’sopportunity... front and out get to time market and brand big a missing you’re conversations, online into tapping yet not you’re and fashion in work you If brandwatch.com/demo /2012
Contents 10 5 4 3
London FashionWeek study/ Case Conversation Analysis Key Insights Introduction
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: