The Spring/Summer 2018 shows might be over by LaunchMetrics has done a deep drive into the analytics of the fashion month to reveal what brands elicited the most social media engagement, who is driving the greatest levels of attention on online, and just how well each fashion capital (New York, London, Milan, and Paris) fared in the greater scheme (think: NYFW generated close to 2 billion interactions on social media – 12 percent more than PFW, which came second). Here are just a few of the key takeaways from its “Data on the Runway” report …
Overall, we see that the 19 NYFW posts by the Hadid sisters caused more than 11 million interactions. Gigi, who hit the runway for her third collection with Tommy Hilfiger, created a total of nine posts related to the brand. These alone generated over four million interactions.
Similar results occurred in Milan when Bella posted six times, generating three million plus interactions and $1 million in estimated media impact value, distributed mainly amongst Max Mara, Alberta Ferretti, Fendi and Moschino.
Celebrities on Social
Nicki Minaj, the well-known hip hop artist, helped generate engagement and added value for several brands such as Oscar de la Renta, Monse, Marc Jacobs, Philipp Plein and Paul Andrew. Her presence at these shows led to a large leap in engagement numbers for a long list of brands and designers. In the case of Oscar de la Renta, her role with the brand is especially noteworthy as it only took her 14 posts to generate over 7 million interactions.
Singer and actress Selena Gomez uploaded a video on her Instagram account mentioning her collaboration with Coach in the caption. The post received over 33,000 comments and 3 million likes that week; this number has now gone up to over 16 million.
Gomez also captured her social audience with a post that was neither runway focused nor about her head-to-toe Coach look – it was about her excitement in meeting her young fans while subtly mentioning the launch of her new bag for the brand in the caption. This post triggered 33,869 comments and 3,250,982 likes.
Following Selena Gomez is Kim Kardashian, who proves once again to be incredibly influential during NYFW holding the second and third most popular social posts with more than 57K comments and 3.4M likes collectively. These posts, unlike Selena Gomez’s, were focused on her outfits: one by Alexander Wang and one by Tom Ford, these brands represent 5.8 percent and 6.7 percent respectively of the total engagement accumulated by social media during NYFW, while Calvin Klein ranked first at 10 percent.
Social media represents 80 percent of the media impact value – this is what LaunchMetrics defines as all relevant media placements on all channels (online, social, print), inclusive of paid, owned, earned mediums in order to derive a quantitative number for performance outcomes – generated during NYFW.
The other 20 percent was created by online publications, and surprisingly, the top online publication isn’t one that is primarily known for its fashion coverage. AOL topped the list with a total media impact value of 1,944,639 from 91 posts while Daily Mail obtained the second highest in media impact value with 205 posts; it had a greater share of voice. Vogue is listed as third.
NYFW v. LFW v. MFW v. PFW
NYFW – New York Fashion Week was the international leader, generating the most engagement across online and social platforms. That’s 38 percent to be exact, compared to Paris at 26 percent, Milan at 22 percent and London at 14 percent. A total of 201,033,214 interactions (engagement) were generated on posts related to New York Fashion Week.
At New York Fashion Week, 50 percent of the share of engagement generated was by prominent names in the industry: Coach, Calvin Klein, Ralph Lauren, Tom Ford, Michael Kors and Oscar de la Renta.
LFW – Among the top five fashion brands that acquired the most media impact value and engagement during LFW were Tommy Hilfiger, Emporio Armani and Versus Versace; the other two were native labels Burberry and Topshop.
When it comes to top influencers, Gigi Hadid was the most engaging in London, followed by Rihanna (who landed in spot number 3), and K-pop stars Mino and Hoony (who came in at 6 and 7).
MFW – At Milan Fashion Week it was all about embracing Italy’s own brands. Italian labels Gucci, Versace, Prada, Moschino, Fendi and Giorgio Armani were all prominent across online and social platforms.
Gucci led on both social and online. It generated a total of 29 percent of the share of value – percentage of media impact value – while Versace, second in the ranking, represents approximately half of the media value at 15.5 percent.
At Milan Fashion Week the Hadid sisters proved to be, once again, immensely influential, generating incremental engagement for Italian brands. The five most popular Instagram posts during MFW are all attributed to this supermodel sister duo.
Taylor Hill, another American model, holds the second-most engaging social account with 2,720,542 interactions. Then comes Italian native Chiara Ferragni, who managed to rack up 2,378,434 interactions with a total of nine posts.
PFW – During Paris Fashion Week, the brands that ranked in the top five in overall media value from both online publications and social channels were Chanel, Christian Dior, Louis Vuitton, Balmain and Saint Laurent.
However, when focusing on social media alone, Italian brand Valentino makes it to the ranking as the fifth most engaging brand. Karl Lagerfeld’s collection for Chanel had the most powerful engagement earning 23,726,332 interactions on 138,000 placements. Then there’s Nicolas Ghesquière’s collection for Louis Vuitton, another buzzworthy event which was held in the Louvre museum. Louis Vuitton managed to trigger 22,957,470 social interactions.
On the other hand, when looking at the numbers for online media, Christian Dior led in the ranking, achieving an estimated media impact value of $5 million, followed by Saint Laurent. Industry insiders’ anticipation of what Natacha Ramsay-Levi would produce for her first collection at Chloé could be part of the reason why this luxury brand accumulated a media value of $4.524 million, reaching the third position in the ranking.
Camila Coelho’s social account generated the highest number of engagement; she received 2,446,138 interactions on her 30 posts. Chiara Ferragni appears at the top once again with 2,202,860 interactions on her 10 posts. Then comes Lily Collins, Emily Ratajkowski and Negin Mirsalehi. Yet, none of these accounts were responsible for the highest-ranked post during PFW. It was Gigi Hadid, once more, who racked up 1,488,063 likes and 4,812 comments, making her post number one.
Another interesting takeaway from the PFW results is the fact that South Korean influencer Kwon Ji-yong – better known as G-Dragon – was responsible for the second most popular post. This rapper, singer-songwriter, record producer, and fashion icon uploaded a series of photos in one post of his attendance at the Chanel show and received almost 700,000 likes and more than 6,000 comments.