Burberry last month leapfrogged over seven other brands to become the leading recipient of fashion “post likes” on Facebook.
According to Stylophane’s Facebook Fashion Index, Burberry posted 18 times in February and accumulated more than 138,000 likes in response to them, more than twice the 61,000 post likes registered by the London-based brand in January. Dior, which had the highest number of post likes in January at 153,000, fell to second as its number contracted 22.6 percent to 118,000. Converse, the most popular fashion brand overall with 22.9 million likes, saw its post likes fall back 15.9 percent to 84,000, placing it third, while Coach had a 10.5 percent increase in post likes to 70,000, lifting it to the fourth ranking.
Post likes are registered each time a Facebook user clicks “like” in response to a comment, giving active posters an advantage and providing a statistically valid barometer of users’ engagement with a brand. Whereas Facebook likes increase over time, all brands’ post likes tracked by Stylophane start each month at the same point — zero.
In February, Burberry drove Facebook views with images from its spring advertising campaign, shot in London by Mario Testino, and from the preparations for its fall Burberry Prorsum women’s wear show, held on Feb. 20, as well as a streaming version of the show itself. Christopher Bailey, the brand’s chief creative officer, provided update videos exclusively for Facebook fans and answered questions posted to him by fans.
Converse remains the leader in fashion likes by far, at 22.9 million, with Adidas a distant second at 13.2 million. Burberry, Levi’s and Nike Football round out the top five, with between 10.3 million and 10.9 million, followed by Lacoste (8.6 million), DC Shoes (7.8 million), Gucci (7 million), Dior (6.9 million) and Puma (6.8 million). In descending order of likes, Chanel, Louis Vuitton, Vans, Dolce & Gabbana and Ralph Lauren are ranked 11th through 15th with between 4.4 million and 5.8 million. Among the top 15, the fastest growth in likes last month came from Vans, up 24 percent to 4.8 million, while DC Shoes, Lacoste, Gucci, Louis Vuitton and Chanel all scored double-digit increases in likes. Calvin Klein’s likes shot up 28.6 percent to 3.5 million, giving the brand a rank of 17th.
Stylophane monitors activity on Facebook and Twitter in markets including apparel, footwear, beauty and retail and assists companies looking to market their products through social media.
@tradesy is turning the concept of a showroom upside down with its new space in Santa Monica. Here, the company plans to hold events, art exhibits and a showcase rare fashion pieces like this Louis Vuitton boxing set. Get all the details on Tradesy’s first showroom on WWD.com. #wwdnews
Spotted last night at the @erdem x @hm launch event: Kate Bosworth, Rashida Jones, Kirsten Dunst and Selma Blair. The party, which took place in LA, also marked the opening of their pop-up shop. “I was interested in creating a collection that wasn’t in any way disposable. It was about pieces you’d create and keep forever, things that have a permanence to it,” designer Erdem Moralioglu said. #wwdeye (📷: Katie Jones)
Renee Zellweger in yellow in 2001 and again in 2017. Chosen as one of the 12 @pantone Leading Spring Colors (and dubbed “Meadowlark”), it only makes sense that the bright hue stands the test of time and is making a resurgence this season, seen already on stars like @blakelively and @gigihadid. (📷: Donato Sardello & @rexfeatures) #wwdfashion #tbt
Dior’s 70th anniversary celebration continues with a new exhibition at the Royal Ontario Museum in Toronto. “Christian Dior,” which is scheduled to run through March 18, takes a look at the founders tenure from 1947 to 1057 and feature 40 designs. Pictured here is an evening gown from the Ailée, fall 1948-49 haute couture collection. #wwdfashion (📷: Brian Boyle)
As one of the most recognizable models in the world, Christy Turlington Burns has an insider’s view of the fashion industry and the allegations of sexual harassment swirling around it. “I can say that harassment and mistreatment have always been widely known and tolerated in the industry. The industry is surrounded by predators who thrive on the constant rejection and loneliness so many of us have experiences at some point in our careers,” Turlington told WWD, along with her suggestions for how the modeling world should protect younger women and men. Read more on WWD.com. Link in bio. (📷: Tony Palmieri) #wwdnews
@asics America has tapped a new brand ambassador: famed DJ/record producer @steveaoki. This initiative is intended to set the tone for the new brand identity and philosophy and will include partnerships with influencers and in-store and off-line activations that will continue into next year. This is Asics’ most significant marketing effort in two decades, and is expected to attract younger consumers to the brand. #wwdfashion
24-year-old Jean Prounis is redefining the rules of jewelry. Formerly a studio assistant to Jemima Kirke and a design apprentice at Ghuran, she focuses on handcrafted subtleties and ancient goldsmithing techniques. “There was a really sterile feel in the environment and I wanted to have jewelry with character that shapes how you wear it everyday,” Prounis said. Each piece is hand made in New York, either by Prounis or three other jewelers in the district. #wwdfashion
“These collections continue to build on that vision, empowering differently abled adults to express themselves through fashion,” said @tommyhilfiger of his line of adaptive apparel, which launches today. The line consists of 37 men’s and 34 women’s styles based upon the pieces from the spring Tommy Hilfiger sportswear collection. #wwdnews