For more than half a century, Fashion Week has been a pillar of the luxury fashion space: an opportunity for brands to introduce leaders in fashion, media, and entertainment to their unique philosophies, while also showcasing their collections for the coming season. But thanks to social media and the rise of influencers, the luxury fashion industry is undergoing a rapid evolution. Access is changing, and Fashion Week is no longer the hyper-exclusive event it once was. Like it or not, influencers are an integral part of modern Fashion Week. As a result, brands must adapt to the changing faces of the fashion community and perfect their influencer strategies, or risk getting left behind.
To understand what and who is driving the most impactful social conversation during Fashion Week, Tribe Dynamics investigated the top 100 pieces of content created about each of the top five brands by Fashion Week Earned Media Value (EMV). Brands and content were identified using yearlong EMV totals for #NYFW, #PFW, and #MFW. The brands we investigated are:
NYFW: Calvin Klein, Tom Ford, Ralph Lauren, Michael Kors, Marc Jacobs
PFW: Dior, Louis Vuitton, Chanel, Balmain, Chloé
MFW: Versace, Dolce & Gabbana, Fendi, Gucci, Moschino
Each piece of content was categorized by type of outlet (influencer, publisher, celebrity, model, etc.) and type of post (organic outfit post, runway show coverage, runway show attendance, etc.). These categories allowed us to understand who and what drives the social media conversation at Fashion Week, as well as, most importantly, how fashion brands can leverage this information to plan and execute their influencer strategies. We found that influencers are the most prolific content creators at Fashion Week, and present the most significant opportunity for brands looking to increase the impact of their Fashion Week engagements.
We detail these findings, as well as comprehensive best practices for fashion brands’ influencer strategies at Fashion Week, in our Guide to Fashion Week Influencer Strategy. In this report, we cover:
- How to ensure your runway show is the talk of the town on social media.
- Which additional activations to execute in order to maximize content creation from your attendees.
- How to choose the right influencers to host at Fashion Week.
Fill out the form and download our Guide to Fashion Week Influencer Strategy to learn how to increase your brand’s impact at Fashion Week.