FASHION-WEEK STATS: Jason Wu, Diane von Furstenberg, Marc Jacobs and Michael Kors were the most “talked” about designers during New York Fashion Week in the online space. According to a study released today by social media marketing agency Attention, called “Fashion Goes Social: An Analysis of New York Fashion Week Through the Lens of Social Media,” Wu’s partnership with Nordstrom to live-stream his show and host a “live” trunk show where consumers could preorder pieces from the fall collection contributed to his garnering of the highest rate of social media interactions. Of the 18 brands analyzed, Wu was responsible for 16 percent of the interactions, thanks to his social commerce, or s-commerce, efforts, followed by Jacobs at 14 percent, with von Furstenberg and Kors tied for third with 12 percent.
“One of the lessons people are starting to learn is that you have to actually publish what’s happening somewhere that you know there is a built-in audience, such as with [Wu and] Nordstrom,” Attention’s chief executive officer Curtis Hougland said.
Interestingly, print publications were the leading driver of social media conversation. Even on Twitter, print publications edged out bloggers — dictating 27 percent of the conversation versus bloggers at 25 percent — followed by fashion influencers, online publications and fashion editors at 19, 18 and 11 percent, respectively. “I think it’s extraordinary that fashion brands are getting serious about word of mouth. They are finally realizing that what happens outside the tent is more important than inside the tents,” Hougland said.