As New York Fashion Week wound down last Thursday, the fashionistas of the world flocked to London for Round 2 of the Fall 2015 presentations. Now that the trending hashtag has been switched up from #NYFW to #LFW, we may take a look at how brands used social media throughout fashion week in New York. Since there are only two weeks a year when fashion companies get increased attention on social media, they are all looking for innovative ways to leverage their power through their owned media channels. With digital becoming the most important way brands engage their followers during Fashion Week, virtually anyone may keep up with what’s happening on the runway and backstage in real time.
All those interested had to do was search the most popular hashtags on any social platform: #NYFW, #MBFW and #FashionWeek. For the first time this year the official Fashion Week website created a “Social Hub,” a central location to browse all things related to the events making it easier to browse tweets, Instagram images and Facebook posts as the shows were happening.
Sendible Insights collected the 6 major ways fashion companies used social media during NYFW:
- Pinterest: Pinterest teamed up with Fashion Week insiders to provide a comprehensive outlet covering the shows, backstage preparations and other events.
- Twitter: Twitter’s #FashionFlock program was in full effect with the start of Fashion Week, involving 50 major designers and celebrities tweeting all sorts of insider information about the events.
- Instagram: Instagram has become the fashion industry’s best friend: according to Curalate, there were more than 100,000 images shared on the platform with close to 11 million engagements. Ellen DeGeneres’ most popular fashion week image received more than 200,000 likes and more than 3,000 comments. It is also essential to point out that Fashion Week’s popularity grew tremendously since last year on Instagram: there were twice as many likes, comments and engagements in 2015 than in 2014. For more numbers and record setters, see the infographic embedded below.
- Live Streaming: For a couple of years now, brands not only provide live streaming of their shows on their websites, but they also team up with influential fashion bloggers who embed the streaming on their sites to reach as wide of an audience as possible.
- Facebook: Since Facebook’s video feature has become more competitive, brands worked hard to publish short clips and videos the day of their shows. As pointed out in Adweek‘s article, videos showing shots from the runway were more popular than scenes taken from backstage. BCBG Max Azria was the forerunner of attempting to capitalize on Facebook’s updated video feature by publishing 12 videos.
- Tumblr: Tumblr continued its effort to broaden the reach of Fashion Week by adding 20 New York based bloggers and 20 designers to its fleet for the events, a collaboration that will result in a gallery exhibit.
The number of shows and attendees has increased over the years, but most importantly, the audience became much wider thanks to social media. As Leandra Medine of the ManRepeller told the Huffington Post: “The seating system is no longer a meritocracy. It’s not about your work as an editor or as a buyer; it’s not about how many accolades you can muster anymore. Instead, it’s about how many Twitter and Instagram followers you have. It’s about the brand getting exposure through those outlets.”