Fashion and the City

Fashion and the CityWe analyzed the social conversations surrounding four fashion weeks – New York, London, Paris, and Milan – to see which city’s shows created the most buzz and which fashion week consumers favored the most.

Social media analytics solutions from SAP offer social intelligence, management, and monetization opportunities for brands and retailers. Analyzing structured and unstructured data from various social media platforms and forums can lead to actionable insights into consumer behaviors, preferences, and trends.

Follow @SAP_Retail and #SAPFashion.

Buzz does not always equate to love, as our analysis found. While New York Fashion Week garnered more than three times the number of mentions than any of the other cities, Milan was the fashion week that most audiences adored.

Retailers and brands need to not only know what people are talking about most when it comes to fashion; they also need to understand the meaning behind those mentions in order to provide the products that may increase customer loyalty, market share, and share of wallet.

Most Talked-About Fashion Week(mentions)

Most Favored Fashion Week(sentiment)

New York 1,278,6841.

Paris 370,3852.

London 307,6353.

Milan 156,3794.

Milan 95%1.

London 92%2.

Paris 90%3.

New York 81%4.



Fashion Week FavoritesSocial sharers saw, and shared, when it came to the designers on display at New York, London, Paris, and Milan fashion weeks. Our analysis of their social conversations revealed the overall top designers. We analyzed the social conversations to find out.

Consumers liked what they saw when it came to the styles coming down these designers’ runways, which means they’ll likely be looking for the same styles on retailers’ racks come next spring. Will you be prepared?

Social sentiment analysis gives brands and retailers the full picture of what’s hot – and what’s not – when it comes to fashion. Listening to all outlets of information can give retail operations insights they can use to create compelling customer experiences catered to current tastes.

Armani Milan1.

Burberry Prorsum London2.

Fendi Milan3.

Alexander Wang New York4.

Julien Macdonald London5.

Top Designers

* Weighted ranking based on net sentiment, overall number of mentions, and the aggregate ranking for both metrics.

Top Shades for SpringWhich colors will dominate next spring’s styles? We analyzed the social media data from four fashion weeks – New York, London, Paris, and Milan – to predict the season’s top colors.


There was no shortage of color coming down the catwalks during the fashion weeks we analyzed, yet it was the basics – nude, black, and white – that caught consumers’ eyes the most. But don’t discount the pinks, which were the shades most mentioned among social sharers.

Knowing all shades of consumer social media sentiment can help retailers and brands keep up with the changing colors of each fashion season.


Nudes1.

Black & White

Pinks4. Blues5.

Metallics3.

* Ranking based on top volume of conversations plus top sentiment.

Who Wore What?Consumers care about the answer, and so should brands and retailers. Based on our analysis of the social chatter surrounding New York, London, Paris, and Milan fashion weeks, it was the celebrities in the seats who drove most consumer conversations about the brands presenting.


Brand awareness can be clearly affected by the celebrity company it keeps. Retailers that want to stay on top of the fashion trends need to pay attention not only to the brands consumers are mentioning in their social conversations, but also to those brands that celebrities are wearing to know which looks consumers may want to copy soon.


Celebrity-Driven Chatter

Brand-Driven Chatter

60%

40%

Fashion Week HighlightsWe analyzed the social conversations through New York, London, Paris, and Milan fashion weeks to discover the show-stopping moments from each.


When it comes to fashion, one day you’re in, and the next you’re out. Retailers and brands know how quickly style trends can change. Consumer social media analysis can enable companies to keep the pulse of fashion in real time and manage their inventories accordingly.


09September

15September

21September

30September

New York London Milan Paris

London Fashion Week’s second-to-last day drew the highest volume of social conversations at 76,106, centered primarily around the Burberry Prorsum, Tom Ford, and Mulberry shows. Sentiment was also high for the day at 92%.

With designers including Tory Burch, J.Crew and Maison Martin Margiela showing their fashions, the day brought in the most mentions of the week at 240,421. However, net sentiment for the day was at one of the lowest points for the week at 77%.

Designers such as Marni, Dolce & Gabbana and Salvatore Ferragamo had the social chatter churning. The day generated 31,330 mentions – the most all week – and 92% sentiment.

The Tuesday of Paris Fashion Week was the most talked about, with 65,470 mentions logged by social sharers, who had a lot to say about the Chanel, Alexander McQueen, and Jean-Charles de Castelbajac runway shows. The day wasn’t the most favored among people, however: Net sentiment was at only 86%.

From the Runway to the Retailers’ Stores

The styles that struck a pose on the runway may not necessarily be the fashions that stick in the minds of consumers. Companies that are able to analyze consumer social sentiment are likely to have a better understanding of what looks might win customers’ loyalty in the long run.

Our analysis of the social media conversations during this year’s New York, London, Paris, and Milan fashion weeks offers five insights into how retailers and brands can use social data to their advantage:

Keep up with consumers’ changing tastes to create more engaging experiences and offer more relevant options.1.

2.

3.

4.

5.

To see all of our social sentiment analysis of New York, London, Paris, and Milan fashion weeks, visit: http://ow.ly/BCmpw

Better predict what colors will be catching the eye of consumers each season to manage inventories accordingly.

Understand not only what styles and brands consumers are talking about, but also how they feel about them to better predict consumer behaviors.

Track your brand or the brands you carry through the eyes of the consumer to know who and what is influencing their fashion choices and how.

See the complete picture of fashion trends with detailed insights into the who, what, and where that can guide business strategy.

Fashion and the City

Documents

Transcript of Fashion and the City