Guest Post by: Dhiren (Market Sentinel)
This year’s London Fashion Week was the most interactive yet. Bloggers gained prominent seats at the event, the official website hosted video highlights, attendees tweeted using hash tags, and designers used their own Facebook pages to communicate with their fans.
A stream of updates, using the #lfw tag, provided a good digest about daily events and announcements. But what dominated conversations in social media? Using our Twitter analytics tool, Skyttle Realtime, we harvested tweets in order to analyse key themes.
Fashion blogs, What I Wore Today and Adorn London contained the most shared London Fashion Week URLs: competitions offering a limited edition Mulberry handbag, a customised Miss Sixty phone and Merle O’Grady jewlery. According to our tool the links for the competitions were shared a 172 and 23 times respectively.
WIWT competition with Mulberry and Miss Sixty prizes
Following the competitions, the best most shared journal of London Fashion Week was on Fashionmagazine.com, which had its dedicated London Fashion Week section tweeted 127 times. It’s clear, from the analysis here, that competitions utilising influential blogs and unique prizes, cut through general coverage and conversations.
@poppyd, @styledotcom and @londonfashionwk generated the most retweets throughout the event. Tweets from the accounts were timely, relevant and contained a mix of curated retweets from the wider fashion community. Following any one of three key accounts would have supplied a good overview of the event – if following the #lfw tag was too much to keep track of.
Key brands utilising Twitter well included Mercedes, Liberty and Topshop. Mercedes, an official sponsor of London Fashion Week, skillfully used Twitter to communicate with the London Fashion Week community, which added a layer of engagement and dialogue to their presence at the event.
Dedicated Mercedes London Fashion Week account
Who created the most conversation? Which collections should we be considering?
Our entity analysis showed us that Marios Schuwab, Mary Katrantzou, Edrem, Peter Pilotto, Todd Lynn and Merle O’Grady were the most talked about designers; however, mentions of Merle O’Grady were heavily influenced by the aforementioned competition.