Fashion Week Metrics

Three years ago, Fashion Week first showed up in the public timeline on Twitter. Today, the fashion entire industry is realizing the value and unlocking the potential of social / digital media in a variety of diverse and impressive methods. Whether it was the American Express / Twitter destination site, Marc Jacobs’s live streams, QR codes scattered throughout the runway and the city, Facebook and Foursquare tie-ins, or any other means promotion, there seemed to be no social network or channel that went unleveraged this year. Trendrr did its part and monitored as much as it could.

After a weekend of parties, shows, and rain, nearly 75,000 Tweets were posted containing mentions of all things Fashion Week, with the #nyfw hash tag becoming a Twitter trending topic on Friday September 10th. Friday was the single biggest day for Fashion Week tweets with 34,000 plus tweets 70% came from female users, 50% were positive and 17% were negative in sentiment. Tuesday, September 14th was the second highest day, with over 21,000 relevant tweets.

Friday, September 10 saw the highest Twitter conversation volume around Fashion Week, with just over 34,000 Tweets being posted throughout the day.

Here are some of the more interesting findings:

  • The biggest winner of the week, in terms of increasing her Twitter footprint,  was Diane von Furstenberg, whose show (complete with a front row appearance by Anderson Cooper) earned rave reviews in both print media and online from the 75% female audience. Her Twitter account earned an additional 3,000 followers over the course of the week.
  • Michael Kors, whose use of Jessica Simpson as a model in his appearance on the Project Runway finale, netted him 2,000 followers in the past week. On Twitter, Kors courted a 67% female audience who were 65% positive to his latest offerings.
  • Betsey Johnson leveraged her show’s success to break the 50,000 follower mark.
  • Zac Posen’s show Z Spoke netted him an additional 400 followers the next. He saw an additional 600 mentions on Twitter for the duration of his show, 44% of which were positive and none were negative.
  • Lacoste picked up roughly 1,300 mentions on Twitter in reaction to its Lincoln Center Theater presentation on Saturday, September 11, highlighting a 117% lift in Twitter conversation around the brand.
  • Donna Karan New York picked up roughly 1,700 mentions on Twitter in reaction to its Greenwich St. presentation / live stream, highlighting an immediate 189% lift in Twitter conversation around the brand.
  • One of the most surprising rises observed over the week was that of South Korean designer Bumsuk Choi who, despite not having tweeted a single English tweet the entire week, gained his label General Idea notice in the form of over 1,200 new followers, a 40% increase

Moving past raw twitter followers and into location based metrics, it appears that Fashion Night Out had a three day halo and could be considered Fashion’s Nights Out

  • Macy’s was the king of the major stores on Fashion’s Night Out with over 3,000 Foursquare checkins between the evening of the 10th to the 12th.

Fashion Week is now over. From the 9th to the 16th, over 186,000 tweets pertained to Fashion Week. 70% of those tweeting were female, and the tweets were 55% positive to 13% negative on the overall conversation. In the eyes of Fashion Week, Twitter made it work.

This entry was posted on Tuesday, September 21st, 2010 at 4:23 pm and is filed under location-based services, news. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.