Designers, Retailers Capitalize on NYFW Buzz

Published on Mar 1st, 2016

by Jack Weinstein

One of the top stories on social media during New York Fashion Week Autumn and Winter 2015 was inclusivity. Top stories celebrated designers using disabled models , including the first with Down syndrome . That continued during NYFW Spring and Summer 2016 with the ‪#‎NYFW4ALL campaign .

During NYFW AW2016 , which ran from Feb. 11 to 18, the story on social was less obvious. Miss Universe generated some buzz, as did Rihanna , who made her debut as a designer for Puma.

What really stood out to us was the focus by many of the retailers on their clothing.

Michael Kors, who edged Victoria Beckham by 35,000 actions (likes, comments, shares and retweets) to take the top spot among NYFW designers, posted with a strategy that left no doubt about what the brand hoped to highlight. Kors was especially targeted on Instagram where he generated 98% of his engagement.

Instagram has become a favorite for designers, who generated 93% of their actions on the photo-sharing platform during NYFW.

Kors’ posts focused on a particular product, like a purse or watch , but really showcased everything in the photo and included a clever description.

Other retailers used a similar strategy to capitalize on NYFW buzz and generate engagement, even if they weren’t showcasing new designs.

Christian Louboutin posted close-ups of its red-soled pumps, which were worn by models during several different shows. The posts also included the names of designers that Christian Louboutin partnered with, creating co-branding opportunities for both brands.

Fashion Weeks are also taking place this month in London, Paris and Milan. Retailer MAC Cosmetics posted several close-up photos of its products backstage at London Fashion Week, including lipstick , nail polish and eye shadow .

Video Engagement Increases

While still not a dominant engagement tool among retailers during NYFW, social actions generated from Instagram video continues increasing. Video engagement on Instagram increased 81% compared with NYFW AW2015 . It increased 31% since NYFW SS2016 .

Victoria Beckham, the second-most-engaged designer, generated 99% of her engagement during NYFW on Instagram. Beckham continues to make family an important part of her brand . Beckham’s brand’s most-engaged post and the most-engaged Instagram post during NYFW featured her daughter before her appearance on the runway, but video is still an important part of her strategy.

Beckham generated 20% of her engagement from just six videos posted during NYFW. Her videos feature stop-motion photography and take audiences behind the scenes.

As social video continues to evolve, we’ve seen more and more brands experiment with live video to interact with audiences in real time.

Desigual posted the second-most-engaged video from designers during NYFW. The video generated more than 20,000 actions, including more than 2,600 shares. It also captured 1.2 million views.

The videos Desigual posted in 2015 averaged 2,600 actions including 32 shares. The only video it posted during NYFW SS2016 generated more than 2,900 actions.

Overall engagement generated by NYFW designers increased 37% compared with NYFW AW2015 . It increased only 11% compared with NYFW SS2016 .

Want to find out how different industries are using social to drive ROI? Download the State of Social: Past, Present and Future webinar.


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