It used to be that coming out on top during fashion week meant getting the best review from the doyennes of international fashion journalism. Now, not so much. Who cares about getting a great review from Suzy Menkes when digital engagements from millions of us are the new measure of success?
So who won the social media war during NYFW? Michael Kors, it seems. Given that Michael Kors Collection is more a label for ladies who lunch than anything else, that may be something of a surprise.
But the designer’s 9.6m digital engagements (according to ListenFirst) between September 7 and 15, were all about the presence of the social supermodels in his show, although we can’t ignore the efforts the Kors marketing team so they get a big ‘like’ from me.
ListenFirst’s Digital Engagement Ratings measured customer engagement with runway fashion labels across Facebook, Google+, Instagram, Tumblr, Twitter, YouTube and Wikipedia and the company said that star names really helped.
“Kors’ #AllAccessKors campaign, launched September 11…dominated social all week and the women’s collection, shown September 14, was widely praised by consumers and the press. Having Kendall Jenner and Bella Hadid in the show also helped boost engagement,” it said.
So who was next on the list? Step forward Victoria Beckham. Now of course, this particular fashion designer has an in-built advantage given her personal celebrity status, her husband and her kids and so doesn’t need to rely on anyone surnamed Jenner or Hadid to get attention. She garnered 4.3m engagements.
Surprisingly, evening wear label Sherri Hill came third with 3.2m engagements and managed to beat Tommy Hilfiger into fourth place with ‘only’ 2.4m engagements, despite Gigi Hadid being Hilfiger’s trump card. Hilfiger got a lot of attention on the day of his show – becoming number one fashion label for engagements on September 9 with a 36% year-on-year rise to 411,000.
Banana Republic was joint fourth with 2.4m too, perhaps a surprise given how much owner Gap is struggling to encourage interest in actually buying the brand’s products these days.
Marc Jacobs, Carolinna Herrera, Tom Ford and Ralph Lauren came next, hovering between 1m and 1.5m, with Desigual bringing up the rear in the top 10 with just shy of 1m.