London Fashion Week: Insiders vs. Influencers

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Burberry Prorsum Critics’ picks 1 Burberry Prorsum 2. Topshop Unique 3. TOM FORD 4. Whistles 5. Julien Macdonald 2. House of Holland 3. Topshop Unique 4. TOM FORD 5. 1. J.W.Anderson 1. Social favorites 2 London Fashion Week: Insiders vs. Influencers Fashion is in the eye of the beholder, and our analysis of the social chatter surrounding London Fashion Week proves it. Social sharers didn’t always agree with fashion insiders’ top designer picks, meaning retailers and brands need to pay attention to all sources to know which designers’ racks consumers will be running to next spring. 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. 1 Weighted ranking that aggregates commentary about the best designers of London Fashion Week published by the top six fashion Web sites. 2 Weighted ranking based on favorability, net sentiment, and number of mentions of data from SAP social media analytics. 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. Stay on top of the #LFW scene. Follow @SAP_Retail and #SAPFashion.

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Which brand attracted the biggest social buzz and positive sentiment at London Fashion Week? Find out in our social analytics analysis: http://spr.ly/FashionWeek_London_Insights

Transcript of London Fashion Week: Insiders vs. Influencers

Page 1: London Fashion Week: Insiders vs. Influencers

Burberry Prorsum

Critics’ picks1

Burberry Prorsum

2.

Topshop Unique3.

TOM FORD4.

Whistles5.

Julien Macdonald2.

House of Holland3.

Topshop Unique4.

TOM FORD5.

1.J.W.Anderson1.

Social favorites2London Fashion Week: Insiders vs. InfluencersFashion is in the eye of the beholder, and our analysis of the social chatter surrounding London Fashion Week proves it. Social sharers didn’t always agree with fashion insiders’ top designer picks, meaning retailers and brands need to pay attention to all sources to know which designers’ racks consumers will be running to next spring.

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.

1Weighted ranking that aggregates commentary about the best designers of London Fashion Week published by the top six fashion Web sites. 2Weighted ranking based on favorability, net sentiment, and number of mentions of data from SAP social media analytics.

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.

Stay on top of the #LFW scene. Follow @SAP_Retail and #SAPFashion.

Page 2: London Fashion Week: Insiders vs. Influencers

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.

Stay on top of the #LFW scene. Follow @SAP_Retail and #SAPFashion.

Fashion in ColorWhich colors caught people’s eye at London Fashion Week? We analyzed the social conversations to find out.

METALLICS

5,859

PINKS

4,160

BLACK & WHITE

4,069

REDS/ORANGES

4,064

BLUES

3,017

GREENS

1,980

NUDES

1,176

NET SENTIMENT

MENTIONS

PURPLES/BURGUNDY

75%

REDS/ORANGES

95%

GREENS,NUDES,BROWNS

97%BLACK &

WHITE

86%

BLUES

87%PINKS

80%METALLICS

96%

BROWNS

832PURPLES/BURGUNDY

607

While social sharers’ conversations centered primarily on the metallic and pink colors seen at London Fashion Week, the greens, nudes, and browns were what people favored the most.

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

Page 3: London Fashion Week: Insiders vs. Influencers

Fashion Week Movers and MentionsThe collections at London Fashion Week gave people plenty to talk about, although being the most talked-about designer didn’t necessarily equate to being the most favored among social media commentators, as our analysis found.

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.

Burberry Prorsum’s runway show had people talking the most, and though they liked what they saw, several other designers’ styles appealed to them even more.

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

Stay on top of the #LFW scene. Follow @SAP_Retail and #SAPFashion.

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Julie

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Most Talked-About Designer(Mentions)

Julie

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10

0%

Pau

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Bu

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99

%

Most Favored Designer(Sentiment)

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Fashion Week Show-StoppersWe analyzed the social conversations throughout London Fashion Week to give you the runway rundown.

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.

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.

Stay on top of the #LFW scene. Follow @SAP_Retail and #SAPFashion.

Frid

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Su

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Tu

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10:00A.M. GMT

Anticipation was high for Whistles: 4,170 mentions and 98% sentiment were logged at the start of the show.

6:00P.M. GMT

The Burberry Prorsum show, including live online streams, started at 1 p.m., which generated the greatest buzz of the day with 8,011 mentions.

1:00P.M. GMT

Mentions spiked to 6,854 in reference to the Topshop Unique show, fueled in part by supermodel Cara Delevingne’s presence.

3:00P.M. GMT

SEPTEMBER 12-16, 2014

London Fashion Week ended like it started, on a high note: Social media sentiment hit 99% at 9 p.m.

9:00P.M. GMT

Day one of Fashion Week began on a high note, with sentiment at 100% for the start of J. JS Lee’s runway show.

Page 5: London Fashion Week: Insiders vs. Influencers

Who Are You Wearing?It’s a question brands and retailers should be paying attention to. Based on our analysis, celebrities carry quite a bit of influence when it comes to consumers’ social conversations about brands.

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.

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.

Stay on top of the #LFW scene. Follow @SAP_Retail and #SAPFashion.

Top Brand-Driven Chatter(% of mentions with brand reference only)

Vivienne Westwood

TOM FORD

Matthew Williamson

Burberry Prorsum

73%

57%

45%

45%

Top Celebrity-Driven Chatter(% of brand mentions with celebrity reference)

House of Holland

Julien Macdonald

Whistles

Topshop Unique

88%

84%

73%

63%

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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 London Fashion Week 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 London Fashion Week, visit: http://spr.ly/FashionLondon

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.