PARIS — Paris Fashion Week topped social media scores over fashion month and overshadowed rival cities, according to a study by Heuritech.
The French tech company, winner of the LVMH Moët Hennessy Louis Vuitton prize at Vivatech in 2017, combined studies of hashtag and captions in Instagram with its artificial intelligence-driven image recognition technology that analyzes trends and products. It studied the Sept. 5 to Oct. 1 period, coinciding with the start of New York Fashion Week and running through Paris Fashion Week. The company sorted through more 40,000 images, videos and stories.
Paris commanded 36 percent of posts, followed by New York with 31 percent while Milan and London trailed with 22 percent and 11 percent respectively.
New York, however, achieved a broader reach than Paris despite a fewer number of shows, thanks to its ability to draw influential figures.
Looking at brand mentions on social media, top performers went in this order, starting with Chanel at 17 percent, followed by Dior, Gucci, Prada and Versace.
A large proportion of posts were related to Jennifer Lopez closing the Versace show in the famed jungle dress.
In terms of designers, Karl Lagerfeld’s influence loomed large, as the late designer topped the list of designers mentioned in social media, followed by Anthony Vaccarello of Saint Laurent, Maria Grazia Chiuri of Dior and Demna Gvasalia of Balenciaga.
On the sustainable front, trends on social media did not reflect efforts by companies and labels to polish up their environmental credentials, noted Heuritech analysts.
Only 1 percent of posts from fashion weeks mentioned sustainability — however half of the posts about Stella McCartney’s show mentioned sustainability in the caption. In a sign that the notion is making inroads, however, #sustainablefashion has grown fivefold in the past three years.
Bottega Veneta is growing fast on social media, according to the study, with its new pouch bag spotted in street style images, while, among “edgy” influencers, Balenciaga’s Triple S sneakers and the Gucci Marmont bag have declined in visibility.
Lanvin is also rising in visibility, although many of the posts were about the bad weather at its outdoor show. And Jacquemus, while not showing this season, maintained a social media presence.
“The absentee of PFW was still very present on social media,” noted Heuritech analysts.
“The major brands remain at the top,” overall, noted Deborah Hadida, a data scientist at Heuritech. “There is truly a gap,” between the large, established brands and others, she added.
Heuritech is careful about how it analyzes emerging brands, however, since there are not always enough statistics to draw conclusions, but the company keeps an eye on them to see how they create emerging trends.
Emerging brands cited in the study were Marine Serre, Sies Marjan, Telfar and Richard Quinn. Leading colors toggled between neutrals and bright hues, and included off-white, beige and rust; hot pink and purple.
The tech company identified upcoming handbag trends, principally textured bags with quilted, padded, pearls and fleece materials, with shapes in the form of half moons and circles, embellished with knots or chains.