Heading into New York Fashion Week, everyone will be watching to see which emerging designers drum up the most buzz. As new research shows, however, it’s mass-market
brands that are dominating the social media conversation.
From the end of December through the third week of January, Victoria’s Secret and Forever 21 generated the vast majority of fashion
brand mentions, according to the social media monitoring specialists at Engagor.
Victoria’s Secret accounted for nearly 3.5 million of the roughly 8 million fashion-focused social
mentions during the period. Forever 21 racked up about 1.9 million mentions, during that timeframe, while H&M was responsible for about 650,000 mentions.
Victoria’s Secret’s
#ownthebeach and #somethingbigiscoming were the most used hashtags, followed by Forever 21’s #f21fitnesschallenge.
If not quite as popular -- in terms of sheer mentions -- Banana
Republic, H&M and Kate Spade had the most positive social sentiment during the period, according to Engagor.
At the beginning of the year, Illinois, Pennsylvania and Texas were among the
top five U.S. states with the most fashion-related social chatter. Females dominated the conversation around top brands. The exception was Levi’s, which attracted a slight majority (52%) of male
mentions.
During the period, other top social media performers included Topshop, GAP, Express and Anthropologie.
Cementing the relationship between social and mobile, the vast majority
of fashion-related social activity (81%) was conducted via mobile devices, Engagor found.
Of the roughly 8 million fashion-focused social mentions recorded, the majority (6.4 million) occurred
on Instagram.