New York Fashion Week 2015 Who Won the Strut Across Social Media The fashion world dominates the social media landscape Key Insights across multiple platforms. Fashion designers and brands have especially excelled at taking advantage of social for Fashion brands promoted 6% of posts during NYFW to cut through the noise on the Facebook News Feed live events, and nowhere is this more evident than during New York Fashion Week (NYFW). In this study we take The most engaging video on Instagram was Victoria Beckham’s hyperlapse for the launch of her new collection which gave a close look at the top-performing fashion brands during ‘grammers a front-row peak at NYFW in a fun way the September 2015 edition of New York Fashion Week (NYFW) for the Spring/Summer ‘16 collections across The top-performing content used designated hashtags and cross -referenced other platforms where it enhanced the campaign - like Facebook, Instagram, and Twitter. Learn how they managed Hugo Boss to turn heads on social - and take away lessons that can Designers and fashion brands involved influencers to attract new be adopted by any industry during a major event. Fans/Followers and increase brand awareness
Smarter Social Marketing www.socialbakers.com 01Introduction The fashion world dominates the social media landscape across platforms and industries. Of course the shoe fits - fashion Fashion brands have capitalized on social with the rise of e-commerce to support revenue streams that compliment brands generate a ton of engagement because fashionistas get an easily accessible digital window into brands’ brick-and-mortar locations. As a result, these networks have become the focal point for their marketing strategies - making beautifully-presented products and stunning images. Taking Instagram as an example, according to our research, fashion one of the most competitive verticals on social. You reap what you sow, and getting fans to engage with your over the first half of 2015 fashion brands got 4.6x more interactions, 4.6x more followers, and added 4.4x more content during live events is critical towards achieving ROI from social. Nowhere is this more pertinent than during followers than other brands. These levels of interactions are comparable to what they receive on Facebook, Twitter, the September New York Fashion Week (NYFW); it is the strategic space fashion brands seek to gain recognition and YouTube. and increase brand awareness on a global scale.
AverageAverage Page Page Interactions Interactions Anna Wintour, the acclaimed editor of Vogue magazine, once said, “It’s always about timing. If it’s too soon, no one understands. If it’s too late, everyone’s forgotten.” The fashion world thrives on the moment during NYFW; they’ve got
Fashion to seize it and own it, and keep the conversations alive and growing on social. Fans and Followers can get a taste of their the high couture event through the images of new collections and celebrities seated in the front row in real-time. All Brands We took a look at the best performing brands before, during, and after NYFW on social, and the key takeaways that can be adopted by any industry for major events. 0 1 M 2 M 3 M 4 M 5 M 6 M 7 M
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Smarter Social Marketing www.socialbakers.com Filter Usage Normal Other Filters
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Victoria’s Secret brandyusa AERO forever21 Urban Outfitters Hollister Co. Abercrombie & Fitch freepeople Link Below To Shop H&M
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0 Victoria’s Secret forever21 H&M Louis Vuitton Official Top Shop Christian Louboutin Michael Kors Gucci Dolce & Gabbana Dior Official 02Facebook Top Designers by Interactions kate spade new york HUGO BOSS Michael Kors September 2015 September 2015 September 2015 Top 10 Total Interactions (FB)
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10 000 Today, photos are still the most common post type on Facebook - and achieve the highest share of interactions. However, we’ve shown social marketers are living in the dominant era of Facebook video which has been gaining 0 Kate Spade HUGO BOSS Michael Kors Rachel Zoe Desigual Calvin Klein Carolina Lacoste Christian Jeremy New York Herrera Siriano SCOTT momentum. We conducted a study in partnership with Business Insider which revealed that more videos were directly uploaded to Facebook natively than on YouTube - 4x more this year than in 2014. Data Range: September 10 - September 17 Data Sample: 162 fashion brand Pages on Facebook Kate Spade demonstrates this point. This video, starring Anna Kendrick and Gloria Steinem in New York’s famous Russian Tea Room, was the most interacted post on Facebook during NYFW, and garnered 85,000+ total interactions. The video was part of a larger video series introducing Kate Spade’s new collection, and featured clothes and accessories Out of the more than 160 brands we analyzed during NYFW, Kate Spade (Kate Spade New York) received the most from the collection with their designated hashtag #missadventure, linking to the website with the campaign to match. interactions with ⅓ the amount of Fans as second-placed Hugo Boss.
Link with designated hashtags, cross-reference other platforms where it enhances and makes sense for the campaign - like Hugo Boss - and involve an influencer to attract new Fans/Followers and increase brand awareness. Don’t forget to link to your website to increase conversions. Learn more about how social engagement drives site visits. TIP
Smarter Social Marketing www.socialbakers.com The 2nd most-interacted post on Facebook was a photo by Hugo Boss. They put their Instagram account in the hands of Caroline Issa (the executive fashion director of Tank, and editor-in-chief of Because magazine), and linked directly to the profile along with her designated hashtag#ciXboss . In other words, they leveraged the power of an influencer which helped to increase interactions and expand their community by exposing their content to a relevant and new Here we can see the daily interactions before, during, audience. The advantage on Facebook is the nearly unlimited character length restriction, so the brand could have and after NYFW. Both Hugo Boss and Michael Kors benefited by linking directly to their website to show off the new collection. This post achieved nearly 39,450 total stayed strong throughout the time period, but Desigual interactions. The 3rd top post was Michael Kors giving a sneak peak at the Jet Set 6 shoe collection - “shoes made had a large breakthrough after the launch of their to fit every jetsetter’s wardrobe” - with Lily Aldridge behind the campaign in the picturesque background of Paris. collection. Desigual achieved the 4th most interacted-with post on September 14th that garnered more than 22,000 Top 10 Total Interactions on Facebook total interactions which can be attributed to the spike.
Kate Spade New York HUGO BOSS Michael Kors Rachel Zoe Desigual The Spanish retailer also used Periscope to stream 140 000 the event live through the hands of their models on NYFW 120 000 the catwalk and off stage to give a behind the scenes look. This gave their Fans an insider’s look, built 100 000 the excitement during the catwalk, and at the end 80 000 of it all they shared their product to keep their Fans talking. Check out how Desigual stole the show on social 60 000 with Socialbakers Analytics. 40 000
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0 20. 8. 27. 8. 3. 9. 10. 9. 17. 9. 23. 9. 2015 2015 2015 2015 2015 2015
Data Range: August 20 - September 23, 2015 Data Sample: 162 fashion brand Pages on Facebook
Smarter Social Marketing www.socialbakers.com 03Paid vs. Organic Content In today’s social climate, paid is no longer optional: 75% of brands on Facebook promote their posts. With so much We found that 90% of brand posts were organic, and only 6% were promoted. There was a marked increase in promoted competition in the News Feed, especially during a huge industry-wide event like NYFW, to gain a competitive edge you’ve posts around and during NYFW, which speaks to the importance of understanding your competitor’s paid strategy got to know how much your competitors are spending. We released a groundbreaking tool – Promoted Post Detection (PPD) around major events. Most of the interactions were stimulated by organic content, and Kate Spade received the highest – that’s changing the game on competitive benchmarking. With industry-leading accuracy, PPD enables marketers number of interactions. Kate Spade also promoted more posts than any other fashion brand at NYFW, yet boosted to identify promoted posts and compare competitors’ interactions from promoted and organic posts. We put PPD to work the right posts because the fashion brand achieved the largest share of interactions from promoted posts. During on the fashion brands that made an appearance during NYFW before, during, and after the event. NYFW, Kate Spade’s promoted posts received 36x more interactions than their organic posts. The fashion brand was able to cut through the noise on the News Feed with an effective promotion strategy; even before NYFW, their promoted posts Page Posts by Promotion achieved 3x more interactions than organic posts, and after the event 4x more interactions than organic posts. Paid Unpaid organic paid unknown 300 NYFW 1 2 2 Data Range: 250 3 5 1 2 5 1 August 20 - September 23, 2015 6 Data Sample: 200 4 162 fashion brand Pages on Facebook 8 150 55 34 7 26 17 19 10 100 11 8
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0 Kate Spade HUGO BOSS Michael Kors Rachel Zoe Desigual Calvin Klein Carolina Lacoste Christian Jeremy 20. 8. 27. 8. 3. 9. 10. 9. 17. 9. 23. 9. New York Herrera Siriano SCOTT 2015 2015 2015 2015 2015 2015
A smart promotion strategy is one in which a brand promotes posts that will amplify the impact of both their Data Range: August 20 - September 23, 2015 Data Sample: 162 fashion brand Pages on Facebook paid and organic reach. Read more about Promoted Post Detection here and how it can help you reach bigger and better audiences.
Smarter Social Marketing www.socialbakers.com 04Instagram For fashion brands, Instagram success comes a little easier than for most - stunning imagery combined with a passionate With the top 25 most engaging brands on Instagram seeing 110x more engagement than on Twitter, Instagram clearly community of Instagrammers make it the definitive place to be. In fact, fashion is the 2nd most engaging industry on Instagram. has an invested quality audience on the network and is growing. The photo sharing app just surpassed the 400 million users benchmark. That’s not only a huge milestone, but they’ve grown their comwmunity by 33% - that’s 100 million new users since last December! When it came to NYFW content, the majority of posts were photos and they garnered Leading Industries on Instagram the largest volume of interactions. Average Profile Interactions based on Top 25 Most Engaging Profiles Number of Posts Number of Interactions 4 783 764
3 579 239
2 252 891 Image - 93%Image - 93% Image - 89%Image - 89% 1 383 893 Video - 7% Video - 7% Video - 11%Video - 11% 665 197 509 335
Media Fashion Sporting Goods Beauty Auto Electronics Data Range: September 10 - September 17 Data Sample: 170 fashion brands Data Range: February 20, 2015 - May 20, 2015
Your Instagram content should show-off your brand’s identity, give an insider’s look, and really be geared towards your core audience. If you are not enthusiastic about the photo or video you uploaded, your fans probably won’t be either.
Smarter Social Marketing www.socialbakers.com Instagrammers were hot to trot during the event; here’s a look at an interactive map showing the Instagram buzz around Top 10 Total Interactions on Instagram NYFW with the #NYFW hashtag. Our data masters and industry-leading data set brought the interactive map to life - and now you can play with it here to see for yourself where and when fashion fans used the #NYFW hashtag paired with Instagram’s geolocation feature. 4.500.000
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0 Victoria GIVENCHY Michael Kors Jeremy Scott Calvin Klein Rachel Zoe Marc Jacobs DVF Lacoste coach Beckham
Data Range: September 10 - September 17 Data Sample: 170 fashion brands
Smarter Social Marketing www.socialbakers.com The top 3 Instagram posts by interactions were from Victoria Beckham. The #1 post by Victoria Beckham received With some insight and the right social analytics, any brand can create the same kind of success. In our recent study, 291,769 and shows the generation divide with fashion trends and parents by commenting on her son Brooklyn’s turn Instagram Secrets of Fashion Brands, you can find the tricks of Instagram’s engagement leaders and apply them ups, as well as his height in comparison to hers. Brooklyn himself is a celebrity in his own right, so in a way that’s also to your strategy to complement your cross-platform social media performance. After all, competitive benchmarking helping to stimulate more interactions since she tagged him as well. The second most-interacted post shows Victoria is key for content inspiration, and to discover the most effective and engaging content on Instagram, you need a tool lovingly hugging her son and saying goodbye to New York City, along with her show’s hashtag and tagging Brooklyn’s like Instagram Analytics to do the trick. Instagram. The 3rd top post was a picture of Victoria, Brooklyn, David Beckham and the incredibly influentialJoe Mckenna, currently the fashion director at The New York Times T Magazine. The Instagram post got over 198,476 total interactions. The top video was Victoria Beckham’s hyperlapse for the launch of her new collection which generated 69,266 interactions.
victoriabeckham victoriabeckham victoriabeckham September 2015 September 2015 September 2015
Likes 2 9 8 k Likes 2 0 3 k Likes 6 9 . 3 k
Comments 3 k Comments 646 Comments 295
Total Interactions 301 k Total Interactions 203.6 k Total Interactions 69.6 k
Make use of hashtags - they work really well on Instagram - to expose your content to various audiences. By tagging other grammers, you can benefit from mutually expanding each other’s audiences and increasing user engagement. Try to think about featuring fans through contests, partnering up with a key influencer, or handing over your account for guest posting.
Smarter Social Marketing www.socialbakers.com 05Twitter Twitter has been the go-to platform for real-time conversation and live streams from the brands and designers during NYFW. Victoria Beckham was the queen for total interactions, but she was the fourth in mentions, and Givenchy was mentioned the most out of every other fashion brand at the event.
Top 10 Total Interactions on Twitter Mentions by Users on Twitter
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0 0 Victoria Michael Kors Tommy MALAN Ralph Lauren Marc Jacobs Marc Jacobs DVF Alexandr Wang, JEREMY GIVENCHY DVF JEREMY Victoria Tommy Hilfiger Alexandr Wang, Michael Kors Marc Jacobs Ralph Lauren Project Runway Beckham Hilfiger BRETON Inc. SCOTT SCOTT Beckham Inc.
Data Range: September 10 - September 17 Data Range: September 10 - September 17 Data Sample: 154 fashion brands
Smarter Social Marketing www.socialbakers.com Top 10 Total Interactions on Twitter
Victoria Beckham Michael Kors Tomy Hilfiger MALAN BRETON Ralph Lauren @Malanbreton @RalphLauren @MichaelKors 140 000 September 2015 September 2015 September 2015 NYFW 120 000
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Total Interactions 6.8 k Total Interactions 16 k Total Interactions 7.8 k 0 20. 8. 27. 8. 3. 9. 10. 9. 17. 9. 23. 9. 2015 2015 2015 2015 2015 2015
Data Range: August 20 - September 23, 2015 Malan Breton had #1 most interacted post with a picture showing Malan and Rose McGowen - 10,009 total interactions. 154 fashion brands Data Sample: Ralph Lauren had the 2nd most engaging post launching their live stream along with link to Periscope when they hit the stage; it generated 9,016 total interactions. Then there was Michael Kors featuring Kendall Jenner, linking to the website Notice the spike on September 2nd, prior to NYFW - that’s when Victoria Beckham tweeted about Justin Bieber’s new song and the fashion brand’s collection hashtag dn the official NYFW hashtag that stimulated 7,143 total interactions. when she saw him in a crepe shop. This demonstrates the importance of being a trendsetter and part of the buzz on social. Not everyone can see the Biebs at a crepe shop, but they can be part of trending conversations. Michael Kors, Tommy Hilfiger and Malan Breton received a very similar number of total interactions, but they have three different audience sizes - over 3.1 million, 1.1 million, and 200,00 respectively.
Brands can benefit from piggybacking off of popular conversations if done well and is relevant for the brand. Ben & Jerry’s UK Twitter handle took advantage of buzz with the launch of the new season of Game of Thrones. They published a picture with spoons and their cookie dough ice cream made to look like the famous iron throne. It paired up nicely, since people enjoy snacking during their favorite shows.
Smarter Social Marketing www.socialbakers.com The Takeaway
This NYFW was a social media success as designers naturally took to these channels by bringing Periscope behind and on to the stage, utilizing live streams, and a wealth of other social innovations to make it possible for fans and followers to connect in new ways with their favorite brands.
These strategies can be adopted by any industry’s major event. Tracking how social media performance changes in connection with high-profile events can show you whether events bring you the growth and awareness you’re looking for – and you can look to top-performers and learn some good new tricks.
In the fashion industry, benchmarking is crucial for gaining a competitive advantage in the market. So-called “vanity metrics” are one thing – but you need to go deeper, and compare your performance meaningfully, including paid advertising. Socialbakers Analytics can help you track you and your competitors over time across major platforms, and of course Instagram Analytics can help you take your visual content strategy to the next level. Promoted Post Detection can supercharge your paid advertising strategy on Facebook by unlocking competitive intelligence and directly comparing your paid effectiveness against them.
Smarter Social Marketing www.socialbakers.com Contact Us
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