With New York Fashion Week now being hailed by WWD as a “digital spectator sport,” designers are under pressure to amplify their online engagement more than ever. Instagram exclusives, Snapchat marketing, Tumblr feeds, and livestreaming…check. But to put it in à propos terms, who wore it best?
In this week’s trend study from Tribe Dynamics, the agency looked at household name designers with fairly equal digital reach at their disposal. As far as online engagement goes, Tribe’s data determined a Fashion Week related blog post to be significantly more worthwhile than, say, a single YouTube view of a show ($557 vs. $4.42 in earned media value, respectively). Using these figures, they ranked designers according to their social merit.
Alexander Wang won, garnering a whopping 9,758,294 blog endorsements, even if only 13,149 people had viewed his show via YouTube at the time of the study. By contrast, over 80,000 people watched Nicole Miller’s, but she drove less than half as many independent social media posts.
Rebecca Minkoff, meanwhile deserved accolades for one of the weirder, but successful, ploys for public engagement. The designer launched a Snapchat account, previewing her Spring 2014 collection to followers over a series of ten Snaps. Overall, Tribe found that the labels who engaged successfully online did so via a premeditated, balanced plan of attack, whether it was Minkoff’s Snaps, Tommy Hilfiger’s hired guns (bloggers like Susie Bubble released exclusive pictures from the designer), or Rachel Zoe’s anticipatory build. Of the ten designers studied, only Zoe experienced peak online show-related posting before her event; she did an admirable job building a trove of engaging content on Twitter and her blog in advance of the show.
With an increasing amount of digital noise surrounding every Fashion Week, and some industry denizens wondering if it’s all worth it, noting who did what and what actually delivered valuable EMV, is more relevant to brands than ever.
All data is provided by Tribe Dynamics. For more information on their fall fragrance findings, check out the full study.