Victoria Beckham, Michael Kors and Kanye West’s Yeezy line, generated the most buzz following their fashion shows in New York, according to ListenFirst Media, which analyzed the designers that generated the most online buzz on the day of their shows.
To determine the ranking, ListenFirst used its proprietary Digital Engagement Rating, which measures voter behavior across Facebook, Google+, Instagram, Tumblr, Twitter, Wikipedia and YouTube, combined with organic conversation volume, owned post engagements such as a like or a retweet, and general searches.
“The results from digital engagement surrounding New York Fashion Week are fascinating. It shows yet again how social media in particular can bring something so exclusive to the masses. You no longer have to be front row to be engaged with these top designers,” said Jason Klein, co-chief executive officer and cofounder of ListenFirst.
Beckham, who showed Feb. 14, scored a rating of 1,337,169, while Kors, who showed Feb. 17, scored a rating of 864,913. Yeezy, which presented Feb. 11, scored a rating of 406,269.
Coming in fourth place was Calvin Klein (391,535), and fifth place went to Sherri Hill, a prom and pageant dress designer (352,639.)
In sixth place was Lacoste (324,080); seventh place went to Tommy Hilfiger (272,780), and eighth place went to Ralph Lauren (250,780). Rounding out the top 10 were Diane von Furstenberg — 247,274 — and Kate Spade — 200,536.
According to ListenFirst, Beckham took the top spot due to the brand’s 21 million fans across Facebook, Twitter and Instagram. On Instagram, Beckham increased posting frequency by 26 percent compared to last fashion week, posting a total of 19 times, and featuring time-lapsed videos. Posted throughout the day, these videos varied in content, from models getting ready backstage to Beckham saying thank you to her staff. According to ListenFirst, the most engaging Instagram post of the day featured Beckhan’s daughter, Harper.
Kors beat its social performance last fall by 43 percent. The designer posted a total of 35 times Thursday across social media. With posts featuring celebrities such as Blake Lively, Kendall Jenner and Jennifer Hudson, Kors collected more than 802,000 engagements on Instagram content alone. ListenFirst said one of the most crucial keys to Kors’ success was showing in the morning, followed by social promotions throughout the day.
Despite a lack of brand-owned social presences, Yeezy’s spectacle at Madison Square Garden, with guests such as Kid Cudi, the Kardashians, the Jenners and Lamar Odom, drove more than 395,000 mentions across Facebook, Twitter and Tumblr.