Which labels ruled the runway during New York Fashion Week, earlier this month?
In terms of social engagement, the big winners included established names like Michael Kors and Tommy Hilfiger, along with edgier lines from Jeremy Scott and Alexander Wang, according to fresh findings from social analytics firm Socialbakers.
“As a whole, the fashion industry has adapted to the great potential social media has to share and spread visual content,” said Jan Rezab, cofounder and CEO of Socialbakers. “Compared to last year, we're seeing Instagram rise even more as one of the most useful social networks for this industry."
On Instagram, Michael Kors and Ralph Lauren clearly led in terms of overall followers -- 2,697,355 and 1,040,568 -- as well as total interactions -- 924,475 and 314,038. Alexander Wang, however, experienced the biggest increase in followers -- 57,100 added for a total of 341,426 Instagram fans -- from September 4 through September 10, according to Socialbakers.
“It's clear that many fashion brands are taking their social media presence very seriously this New York Fashion Week,” Rezab added, referring to Wang and other big gainers.
On Facebook, Michael Kors, Lacoste, Calvin Klein, and Tommy Hilfiger lead in pure audience terms -- 15,526,179, 13,803,086, 9,939,543, and 9,452,544. Michael also racked up the most interactions on Facebook -- including “likes,” mentions, and shares – with 480,289, followed by Desigual (89,511) and Diesel (37,114).
Michael Kors, Calvin Klein, Ralph Lauren continued to control Twitter -- with follow bases of 2,188,877, 2,022,838, 873,776 – which only increased during this year’s New York Fashion week. Yet Tommy Hilfiger earned the most new followers during the period: 30,119 added for a total of 689,932 Twitter fans.
Generating more buzz than their fashionable peers, Jeremy Scott, Calvin Klein and Alexander Wang attracted the most mentions on Twitter -- 22,827, 15,835, 13,837 -- during the period.