Fashion weeks are no longer industry-facing events intended to pair
new collections with department store buyers. As both the retail
landscape and consumer interests evolve, as does the purpose of
Fashion Week.
Now, brands are looking to Fashion Week as a time to reach the
attention of their consumers. For example, Anya Hindmarch used London
Fashion Week as a time to launch playful consumer experiences like a
Postbox Maze placed in Brewer Street Car
Park, while the week before Tommy Hilfiger utilized a VR app to allow
consumers to view and shop the brand’s New York Fashion Week runway
event.
Consumers are engaging with brands’ Fashion Week activations
through social media, and this season Michael Kors topped the social
media game, according to data comprised by ListenFirst.
“Making sure this season’s hottest looks are actually being seen by
potential customers also requires insight into how the industry is
being digested online,” wrote ListenFirst’s lead article writer, Laura
Van der Leeuw, in a blog post.
The top 5 New York Fashion Week brands on social media
Michael Kors experienced over 11.4 million engagements on social
media between September 6, 2019 and September 12, 2019. ListenFirst
compared this data to the brand’s engagements from the same days the
year before, seeing momentum of 1,368%.
Ralph Lauren generated 1.99 million engagements, followed by Tommy
Hilfiger, whose see-now-buy-now event that offered consumer-facing
technology generated 593 thousand engagements.
ListenFirst found Savage x Fenty in fourth place, with 487 thousand
engagements. The lingerie line, founded by Rihanna, was presented at
Brooklyn’s Barclays Center. Prior to the show, it had been announced
that the event would be filmed and available for streaming on Amazon Prime starting
September 20.
Tom Ford ranked in fifth place, experiencing 478 thousand social
media engagements, perhaps due to celebrity attendees, who included
Miley Cyrus, Russell Westbrook and Joan Smalls, who collectively have
116.1 million Instagram followers. Not to mention the supermodels on
the runway, Gigi Hadid, Lineisy Montero and Kaia Gerber, who
collectively have 54.3 million followers.
Other notable mentions on ListenFirst’s ranking include Christian
Siriano, Kate Spade New York, Carolina Herrera, Oscar de la Renta,
Zimmermann, Coach, Tory Burch, Marc Jacobs Jeremy Scott and Laquan
Smith, in that order.
Photo: Tom Ford SS20, via Catwalkpictures
