It’s no surprise with fashion’s use of social media that New York Fashion Week would take over Twitter. According to social media measurement platform Trendrr, which produced the infographs below, more than 165,000 tweets pertaining to Fashion Week were posted between Thursday, September 9 and Thursday, September 16. Friday, September 10 was the biggest day at 34,000 tweets; hashtag #nyfw also became a trending topic on Twitter that day. Of the tweets delivered during that period, 70% came from female users, 50% were positive and 17% were negative in sentiment.
Twitter is a great way to increase coverage and followers for designers. The key to being successful, as with other social media platforms is to be active! Encouraging customers who can’t attend Fashion Week to still actively participate can generate substantially more positive reviews.
The conversation generated a number of benefits for brands who were active during the week, most of which received a healthy increase in followers. Diane von Furstenberg led the way with an increase of 3,000 followers, whose show garnered positive reviews both in print and online. Betsey Johnson and Michael Kors both netted around 2,000 additional followers, the latter of whom received positive feedback in 65% of the tweets posted during and after the show.
I would consider myself an average consumer when it comes to fashion products, far from a “fashion elite.” So, why should designers care if I can follow their fashion week shows with live updates? Not only does letting everyone participate generate positivity around designers, but it also leads consumers like me to buy fashion magazines featuring their clothes and shop at stores carrying their products. I may not be buying designs “off the runway,” but I can afford shopping their department store lines.
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