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London Fashion Week
 

London Fashion Week

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A focus on the most social brands at LFW13

A focus on the most social brands at LFW13

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    London Fashion Week London Fashion Week Document Transcript

    • LONDON FASHION WEEK AW13 SUMMARY Burberry was the most talked-about brand during London Fashion Week 2013 and was mainly associated with Britishness. It too had the largest number of male advocates. Despite the fact Topshop and River Island are high street brands, they produced high levels of buzz thanks to successful broadcasting activities on Twitter (Topshop) and celebrity endorsement (River Island). Mulberry has experienced the most significant positive shift in terms of followers and propensity-to-purchase levels. TREND 120000 LIVE 100000 80000 60000 Posts 40000 20000 0 01 Mar 02 Mar 09 Feb 10 Feb 11 Feb 12 Feb 13 Feb 14 Feb 15 Feb 16 Feb 17 Feb 18 Feb 19 Feb 20 Feb 21 Feb 22 Feb 23 Feb 24 Feb 25 Feb 26 Feb 27 Feb 28 Feb HOT PHRASES HOT HASHTAGS Hashtag % of total buzz #lfw 72% #streetwear 4% #londonfashionweek 4% #nyfw 3% #rihannahforriverisland 3% #fashion 3% #streetstyle 2% #pfw 1% #aw13 1% #burberry 1% BIGGEST BRANDS Brand % of total buzz Brand % of total buzz Brand % of total buzz Burberry 5% Zoe Jordan 1% Temperley London 0.3% River Island 4% Christopher Kane 1% Matthew Williamson 0.3% Topshop 4% Issa 1% Mary Katrantzou 0.3% Mulberry 1% Moschino 0.5% Julien MacDonald 0.2% Tom Ford 1% Whistles 0.4% Giles 0.2% Vivienne Westwood 1% Victoria Beckham 0.3% MAC 0.2%Source: Sysomos, 1 Feb to 28 Feb 2013 1
    • LONDON FASHION WEEK AW13 BURBERRY Burberry was a leader in all social media platforms during London Fashion Week 2013 proving a good two-way brand- customer communication channel. The initial user reactions after seeing the Burberry catwalk (Twitter) followed by more comprehensive opinion statements on blogs could be used as a reinforcement of the brand’s position as a leader in social media and as a tool for maintaining close relationships with and rewarding loyal fans. Burberry too has the largest number of male engaged users compared to Topshop and Mulberry, which should be used to start creating more male-centric social media campaigns to turn this interest into propensity-to-purchase. 16000 14000 12000 10000 Posts 8000 6000 4000 2000 0 09 Feb 11 Feb 13 Feb 15 Feb 17 Feb 19 Feb 21 Feb 23 Feb 25 Feb 27 Feb 01 Mar RIVER ISLAND Rihanna’s debut collection was the highlight of River Island’s performance during London Fashion Week 2013 . The brand was mainly associated with the singer, proving the celebrity endorsement successful. The brand has hence reached new target audiences (Rihanna/music fans) and this could be used to both learn more about them and strengthen its relationship with them, especially with overseas ones who were main buzz drivers around River Island. Similarly to Topshop, the brand was mainly mentioned in relation to its London Fashion Week collection which provides an opportunity for strengthening its fashion credentials. 3000 2500 2000 Posts 1500 1000 500 0 01 Mar 09 Feb 11 Feb 13 Feb 15 Feb 17 Feb 19 Feb 21 Feb 23 Feb 25 Feb 27 FebSource: Sysomos, 1 Feb to 28 Feb 2013 2
    • LONDON FASHION WEEK AW13 TOPSHOP Despite the fact Topshop was a sponsor of London Fashion Week 2013, sentiment around the brand was mainly related to its fashion show. Links to the Topshop catwalk show were massively shared by the brand’s owned channels - hence the high volumes of buzz. Interestingly, there was great user interest in such activities, especially by overseas fans who were unable to attend London Fashion Week this winter. This could be used to both learn more about Topshop’s customers and advocates, and to strengthen the brand association and create more advocates overseas. Topshop was mainly mentioned in relation to its clothes during London Fashion Week, which puts them on the same merit as Burberry and Mulberry. During this time of the year the brand should use this asset to strengthen its fashion credentials. 12000 10000 8000 Posts 6000 4000 2000 0 09 Feb 11 Feb 13 Feb 15 Feb 17 Feb 19 Feb 21 Feb 23 Feb 25 Feb 27 Feb 01 Mar MULBERRY Mulberry has experienced the most significant increase in both buzz volume and followers during London Fashion Week 2013. The high peak of propensity-to-purchase volumes and the motive-related sentiment associated with Mulberry give great ad-hoc short term opportunities to capitalise fans’ keen interest and knowledge, turning it into a quick ROI and brand endorsement. Despite the high levels of forum engagement, sentiment is mainly driven by passive link sharing of online shops where Mulberry bags could be purchased, and therefore such activities should be turned into user-engagement campaigns. Many females in different age brackets discussed gift-giving, which could be used to learn more about the brand’s advocates and to further boost sales, especially during upcoming holidays. 4000 3500 3000 2500 Posts 2000 1500 1000 500 0 01 Mar 09 Feb 11 Feb 13 Feb 15 Feb 17 Feb 19 Feb 21 Feb 23 Feb 25 Feb 27 FebSource: Sysomos, 1 Feb to 28 Feb 2013 3