New York Fashion Week: Insiders vs. Influencers

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Carolina Herrera Critics’ pick 1 Alexander Wang 2. Diane von Furstenberg 3. Michael Kors 4. Marc Jacobs 5. Michael Kors 2. Oscar de la Renta 3. Diane von Furstenberg 4. DKNY 5. 1. Ralph Lauren 1. Social favorites 2 New York Fashion Week: Insiders vs. Influencers Which designers’ racks will consumers be running to next spring? It depends on whom you ask. Our analysis of the social chatter surrounding Mercedes-Benz Fashion Week New York showed social influencers didn’t always agree with fashion insiders’ top designer picks. While fashion critics focused their attention on many of the ready-to-wear designers at New York Fashion Week, social media conversations centered more on the high-end designers. 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 Mercedes-Benz Fashion Week New York 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. Stay on top of the #NYFW scene. Follow @SAP_Retail and #SAPFashion. 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.

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Our analysis of the social chatter surrounding New York Fashion Week showed social influencers didn’t always agree with fashion insiders’ top designer picks. Learn more: http://spr.ly/FashionWeek_NY_Insights

Transcript of New York Fashion Week: Insiders vs. Influencers

Page 1: New York Fashion Week: Insiders vs. Influencers

Carolina Herrera

Critics’ pick1

Alexander Wang

2.

Diane von Furstenberg3.

Michael Kors4.

Marc Jacobs5.

Michael Kors2.

Oscar de la Renta3.

Diane von Furstenberg4.

DKNY5.

1.Ralph Lauren1.

Social favorites2New York Fashion Week: Insiders vs. InfluencersWhich designers’ racks will consumers be running to next spring? It depends on whom you ask. Our analysis of the social chatter surrounding Mercedes-Benz Fashion Week New York showed social influencers didn’t always agree with fashion insiders’ top designer picks.

While fashion critics focused their attention on many of the ready-to-wear designers at New York Fashion Week, social media conversations centered more on the high-end designers.

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 Mercedes-Benz Fashion Week New York 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.

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

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.

Page 2: New York 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 #NYFW scene. Follow @SAP_Retail and #SAPFashion.

Fashion in ColorWhich colors from the Mercedes-Benz Fashion Week New York catwalks were catching people’s eye? We analyzed the social conversations to find out.

While social sharers’ conversations about the colors seen at Fashion Week were relatively black and white, ironically, the colors purple and nude had the highest sentiment.

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

BLACK & WHITE

27,535

PINKS

16,853

BLUES

12,155

NUDES

8,831

GREENS

5,436

BROWNS

3,450

METALLICS

2,491PURPLES/BURGUNDY

2,477

GREENS

20%

NET SENTIMENT

MENTIONS

BLUES

48%BROWNS

63%METALLICS

92%PURPLES/BURGUNDY

94%

BLACK &WHITE

69%

PINKS

67%NUDES

93%

Page 3: New York Fashion Week: Insiders vs. Influencers

Fashion Week Movers and MentionsThe collections at Mercedes-Benz Fashion Week New York gave people plenty to talk about, although as our social media analysis found, receiving the most mentions didn’t necessarily equate to earning the highest favor among social media commentators.

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.

Alexander Wang had people not only talking, but talking favorably about the styles they saw at his runway show. However, social media sharers favored Diane von Furstenberg’s fashions the most.

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 #NYFW scene. Follow @SAP_Retail and #SAPFashion.

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Most Favored Designer(Sentiment)

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Fashion Week Show-StoppersWe analyzed the social conversations throughout Mercedes-Benz Fashion Week New York 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 #NYFW scene. Follow @SAP_Retail and #SAPFashion.

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Day one of Fashion Week started and stopped on a high note. Sentiment was 99% and 100% at the day’s open and close, respectively.

9:00A.M. ET

10:00A.M. ET

9:00P.M. ET

Social sharers had a lot to say following the Luis Antonio show. Mentions peaked for the day at 10,014.

Sentiment dropped from 91% to just 15% at 10 p.m., with many social conversations negatively referencing Miley Cyrus’ attire – or lack thereof – at the Alexander Wang after-party.

5:00P.M. ET

Mentions peak to their highest amount for all of Fashion Week at 21,500, perhaps due to Pamella Roland’s “live stories” o�ered on Snapchat during her show.

People on social media seemed to have high expectations for the Ralph Lauren show, with sentiment at 94% at its start.

3:00P.M. ET

SEPTEMBER 4-11, 2014

10:00P.M. ET

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Who Are You Wearing?How much influence do celebrities carry when it comes to consumers’ social conversations about brands? Based on our analysis, quite a bit.

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 #NYFW scene. Follow @SAP_Retail and #SAPFashion.

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

Oscar de la Renta

Jeremy Scott

Diane von Furstenberg

Victoria Beckham

Rebecca Minko�

86%

74%

72%

71%

70%

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

Calvin Klein

Michael Kors

Kate Spade

BCBGMAXAZRIA

Ralph Lauren

99%

97%

97%

97%

78%

Page 6: New York Fashion Week: Insiders vs. Influencers

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 Mercedes-Benz Fashion Week New York 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 Mercedes-Benz Fashion Week New York, 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.