Paris Fashion Week: Insiders vs. Influencers

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Paris Fashion Week: Insiders vs. Influencers Our analysis of the social conversations surrounding Paris Fashion Week proves that social sharers don’t always agree with fashion critics’ top designer picks. To fully understand which designers’ racks consumers will be running to next spring, retailers and brands should pay attention to all sources of information. 1 Weighted ranking that aggregates commentary about the best designers of Paris 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 #PFW scene. Follow @SAP_Retail and #SAPFashion. While Chanel, Christian Dior, and Louis Vuitton were included in both fashion insiders’ and social influencers’ conversations, there were differences of opinion between the two groups when it came to other 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. Balmain Critics’ picks 1 Givenchy 2. Christian Dior 3. Lanvin 4. Louis Vuitton 5. Christian Dior 2. Louis Vuitton 3. Balenciaga 4. Chanel 5. 1. Chanel 1. Social favorites 2

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At Paris Fashion Week, for critics, the top designer was Chanel. However, it was Givenchy that was the social favorite. See more in our social analytics analysis: http://spr.ly/FashionWeek_Paris_Insights

Transcript of Paris Fashion Week: Insiders vs. Influencers

Page 1: Paris Fashion Week: Insiders vs. Influencers

Paris Fashion Week: Insiders vs. InfluencersOur analysis of the social conversations surrounding Paris Fashion Week proves that social sharers don’t always agree with fashion critics’ top designer picks. To fully understand which designers’ racks consumers will be running to next spring, retailers and brands should pay attention to all sources of information.

1Weighted ranking that aggregates commentary about the best designers of Paris 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 #PFW scene. Follow @SAP_Retail and #SAPFashion.

While Chanel, Christian Dior, and Louis Vuitton were included in both fashion insiders’ and social influencers’conversations, there were differences of opinion between the two groups when it came to other 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.

Balmain

Critics’ picks1

Givenchy

2.

Christian Dior3.

Lanvin4.

Louis Vuitton5.

Christian Dior2.

Louis Vuitton3.

Balenciaga4.

Chanel5.

1.Chanel1.

Social favorites2

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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 #PFW scene. Follow @SAP_Retail and #SAPFashion.

Fashion in ColorWhich colors from the Paris Fashion Week catwalks were catching peoples’ eyes? We analyzed the social conversations to find out.

While social sharers’ conversations about the colors seen at Paris Fashion Week were primarily black and white, ironically, it was the color nude that 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.

BLACK & WHITE

6,763

METALLICS

4,792

PINKS

3,350

BLUES

2,913

REDS/ORANGES

2,779

NUDES

2,064

BROWNS

1,023

MENTIONS

GREENS

906PURPLES/BURGUNDY

382

PINKS

73%

NET SENTIMENT

REDS/ORANGES

92%

BLACK & WHITE

90%

BROWNS

94%

NUDES,PURPLES/BURGUNDY

100%

GREENS

93%

METALLICS

91%BLUES

97%

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Fashion Week Movers and MentionsThe collections at Paris Fashion Week gave people plenty to talk about, though 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.

While Givenchy was the most buzzed about designer at Paris Fashion Week, it was Christian Dior whom social sharers favored 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 share of wallet.

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

Giv

ench

y 2

2,6

37

Ch

anel

21,

742

Bal

mai

n 1

7,5

58

Lou

is V

uit

ton

13

,976

Ch

rist

ian

Dio

r 11

,53

5

Most Talked-About Designer(Mentions)

Ch

rist

ian

Dio

r 9

7%

Bal

enci

aga

95

%

Lou

is V

uit

ton

93

%

Giv

ench

y 9

2%

Lan

vin

92

%

Most Favored Designer(Sentiment)

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Fashion Week Show-StoppersWe analyzed the social conversations throughout Paris 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 #PFW scene. Follow @SAP_Retail and #SAPFashion.

Tu

esd

ay

We

dn

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Frid

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SEPTEMBER 23 – OCTOBER 1, 2014

Jean Paul Gaultier’s last "ready-to-wear" show was the most talked about – and one of the most liked – of the day, with 2,240mentions and 100% sentiment.

7:00P.M. CEST

Anticipation was high for Balenciaga: 3,203 mentions and 100% sentiment were logged at the start of the show.

8:00P.M. CEST

Sa

turd

ay

Although Jean PaulLespagnard’s showbrought in the highestnumber of mentionsfor the day at 4,871,sentiment was atone of its lowestpoints at 70%.

7:00P.M. CEST

Th

urs

day

Su

nd

ay

Mentions spiked to 4,938 and sentiment was at 100% for Lanvin’s show, fueled in part by Kim Kardashian’s presence.

8:00P.M. CEST

Mo

nd

ay

Two giant casts of white orchids made by British artist Marc Quinn gave people plenty to talk about during the Alexander McQueen show, as mentions jumped to 6,458.

8:00P.M. CEST

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Who Are You Wearing?It’s a question brands and retailers should be paying attention to. Based on our analysis, celebrities can highly influence 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 #PFW scene. Follow @SAP_Retail and #SAPFashion.

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

Dries Van Noten

Alexander McQueen

Stella McCartney

Chloé

76%

69%

60%

53%

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

Balmain

Lanvin

Balenciaga

Louis Vuitton

100%

100%

100%

99%

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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 Paris 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 Paris Fashion Week, visit: http://spr.ly/Paris14

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.