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 Data Range: January 2015 - June 2015 Data Sample: 1,978 Fashion profiles Amount & Growth of Followers Average of Followers Growth Average of Followers Fashion Brands 0 0,2 M 0,4 M 0,6 M 0,8 M 1 M Smarter Social Marketing www.socialbakers.com Filter Usage Normal Other Filters Video 95 % Image 93 % 0 % 20 % 40 % 60 % 80 % 100 % Victoria's Secret Average Interactions per Post Type Video Image 0 500 000 1 000 000 1 500 000 2 000 000 2 500 000 Interactions Average Video Image 0 5000 10000 15000 20000 25000 The Number of Hashtags Used 25 000 20 000 15 000 10 000 5 000 0 0 # 1 # 2-3 # 4-9 # 10 #+ Top 10 by Total Interactions 100 M 90 M 80 M 70 M 60 M 50 M 40 M 30 M 20 M 10 M 0 Victoria’s Secret brandyusa AERO forever21 Urban Outfitters Hollister Co. Abercrombie & Fitch freepeople Link Below To Shop H&M Top 10 Biggest Profiles (by Fans) 12 M 10 M 8 M 6 M 4 M 2 M 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) 100 000 90 000 80 000 70 000 60 000 Likes 113 k Likes 3 9 k Likes 2 3 k 50 000 Shares 14 k Shares 429 Shares 900 40 000 Comments 4 k Comments 132 Comments 307 30 000 Total Interactions 131 k Total Interactions 39.5 k Total Interactions 24.2 k 20 000 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 20 000 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.