When it came to digital engagement during New York Fashion Week, Michael Kors won hands-down.
The brand, which had its most impressive week on social media in its history, came in first place in the ListenFirst Digital Engagement Ratings, which measure customer engagement toward consumer brands across Facebook, Google+, Instagram, Tumblr, Twitter, YouTube and Wikipedia combined with organic conversation volume, owned post engagements such as a “like” or a retweet, and general searches. The timeframe was from Sept. 7 to 15, and the numbers are cumulative over the nine-day period.
Kors had a rating of 9.6 million (number of engagements) for the nine-day period. Coming in second place was Victoria Beckham, with a rating of 4.3 million, and third place was Sherri Hill, the eveningwear and prom dress company, who scored 3.2 million. Hill had the distinction this season of having Olympic gold medal winners Simone Biles and Aly Raisman in the audience.
According to ListenFirst, Kors’ “#AllAccessKors campaign (launched Sept. 11 at his SoHo store for his new Access smartwatch collection) dominated social all week and the women’s collection, shown Sept. 14, was widely praised by consumers and the press. Having Kendall Jenner and Bella Hadid in the show also helped boost engagement.”
Coming in fourth place was Tommy Hilfiger (2.4 million), who staged a #TommyNow fall show at Pier 16 at the South Street Seaport on Sept. 9 to showcase his new Tommy x Gigi collection, which is a collaboration with “It” model Gigi Hadid. According to ListenFirst, on the day of Hilfiger’s show, the company was the number-one fashion brand on digital, generating more than 411,000 digital engagements — a 347 percent increase compared to the previous day and a 36 percent gain over Hilfiger’s performance last year.
By the morning following the show, ListenFirst said there were 93,700 tweets about the show and the collection. “Tommy continued to generate impressive momentum 24 hours later, maintaining the number-one position and increasing performance by 15 percent the day after their show — a rare feat among brands during fashion week, as fans are usually on to the next thing the second the show is over,” said ListenFirst.
The next six spots were dominated by Banana Republic (2.4 million), Marc Jacobs (1.3 million), Carolina Herrera (1.26 million), Tom Ford (1.2 million), Ralph Lauren (1.1 million) and Desigual (938,882).
According to ListenFirst, Ford, who showed Sept. 7, saw success by offering “instant gratification amidst a sea of spring ’17 collections.” It said on the day of his show, he ranked number two, generating more than 334,000 engagements across social and digital channels. He also benefited by having celebrities like Rita Ora and Uma Thurman in the audience for the fall 2016 show.
Discussing the results, Jason Klein, co-chief executive officer and cofounder of ListenFirst, observed, “Tommy Hilfiger and Tom Ford released ready-to-buy fall collections instead of flaunting spring 2017 lines that aren’t yet available for purchase. The gamble paid off. Both brands saw a huge increase in their online buzz thanks to this decision.”
Further, he said, looking at the most viral posts on Facebook, Twitter, Instagram and YouTube, they were surprised to see that prom dress designer Sherri Hill generated the most buzz on Facebook thanks to their photo of Miss Universe 2015 Pia Wurtzbach moments before she hit the runway. The other top posts went to VFiles on Twitter, Victoria Beckham on Instagram and Coach on YouTube.
Surprisingly, Yeezy didn’t make the top 10 list (although it had a high ranking last season). According to ListenFirst, unlike other designers, Yeezy doesn’t have official social presences (like a Yeezy Facebook page, Twitter account or Instagram page), so there are no posts from the Yeezy brand itself. The only stats around Yeezy are from organic social conversation, which are posts that fans published and reacted to.
TOP NYFW BRANDS BASED ON DIGITAL ENGAGEMENT SEPT. 7 to 15
- Michael Kors
- Victoria Beckham
- Sherri Hill
- Tommy Hilfiger
- Banana Republic
- Marc Jacobs
- Carolina Herrera
- Tom Ford
- Ralph Lauren