Another season of London Fashion Week has come to a close and top fashion brands are embracing social media more than ever.
Being talked about on social media is incredibly valued by the likes of Topshop and Burberry, so it is no surprise they topped the list of most tweeted about designers. According to Hotwires analysis Burberry soared ahead of other designers with 21,958 tweets about their spring/summer 2015 collection. Burberry created many fashion talking points as the more famous the model the less time she spends on the catwalk, Kate Moss and Cara Delevingne sat front row at the Burberry show creating an exciting stir before the show even started. Burberry kept their 3.15m followers up-to-date with video, tweets in addition to streaming their show live. Twitter teamed up with Burberry to create their own “BUY” button on the social media site in which their followers were able to buy the limited edition nail polish used on the models.
Topshop came second with 9,108 tweets. More than 7,600 tweets were posted before the show was underway making it the most anticipated show of this London Fashion Week. Topshop created a social catwalk in collaboration with Facebook giving their users an exclusive peak into pieces not see on the catwalk. Tom Ford came third in Hotwires most tweeted list with 4,165 mentions of his show. Tom Ford’s previous shows were top secret, no mobile phones and certainly no social media were permitted however, this season Tom Ford’s show was live streamed so those not at the event could enjoy the show as it was presented.
Marchesa which celebrated its tenth anniversary at the weekend is placed at fourth in the list with 3,933 tweets. The show was opened and closed by model Georgia May Jagger. The brand normally showcase at New York Fashion Week where their studio is based but relocated to London for the one season as part of their anniversary celebration. Julien Macdonald followed closely behind with 3,889 tweets about his spring/summer collection. The venue for the collection was The Royal Opera House and Millie Mackintosh, Abbey Clancy and Laura Whitmore sat front row. The show stopping piece of the collection was a floor length finale wedding gown encrusted with diamonds, pearls and French Chantilly lace that costs £4m.
Not quite making the top 5 tweeted about designer collection was Vivienne Westwood with 2,284 tweets, Erdem received 2,128 as did Temperley , House of Holland was tweeted about 2,096 times and Mary Katrantzou was tweeted about 2,023 times.
Retail analytics website www.editd.com informed us of which trends and celebrities got the most mentions this season helping us predict which looks were loved most by social media users. Flattering skater dresses as seen at Peter Pilotto were mentioned about 432 times. Bomber jackets received 404 mentions, midi skirts shown on the catwalks of Holly Fulton and J.W. Anderson gained 278 mentions whereas Flares championed by Mathew Williamson and Tom Ford were mentioned about 267 times. Fashion Week favourite Alexa Chung was mentioned 258 times and stylish New Yorker Olivia Palermo received 127 but singer Rita Ora trumped them both by being mentioned about 744 times.
Last season’s most popular brands on social media throughout London Fashion Week were Burberry, Topshop, Mulberry, House of Holland and Christopher Kane. Burberry and Topshop gained social media success from celebrities such as Harry Styles, Tinie Tempah, Kendall Jenner and Anna Wintour sitting front row at their February 2014 shows. Marks & Spencer gained a positive social media response when they hosted their first ever London Fashion Week event for their Autumn/Winter 2014 collection. The retailer hosted a breakfast time presentation at Somerset House celebrating British design and manufacturing. Working closely with British Fashion Council it was a significant milestone for Marks & Spencer and will be sponsoring the Spring/Summer London Fashion Weekend this season.
With Fashion Week combining high fashion with high tech fashion, conscious consumers are being able to get to actively involved online. Brands are prioritising the importance of creating an exciting brand presence to keep them accessible and relevant. London Fashion Week will be back around in February 2015.