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FASHION
* Data from ListenFirst and Launchmetrics show which brands were most successful in online reach during New York Fashion Week.
Michael Kors once again came in first place in social engagement during New York Fashion Week, followed by Tory Burch, Tommy Hilfiger, Coach and Carolina Herrera, respectively, according to ListenFirst, the social analytics firm.
Engagement score is a measure of the conscious click-based actions (likes, reactions, shares and comments) taken either in direct response to a brand's owned social accounts or by way of organic conversation, including new fans and engagements across social media as well as conversation volume on Twitter and Reddit. The period of time surveyed was Feb. 9 to Feb. 15, and the comparison is against the spring 2024 shows that were tracked from Sept. 8 to Sept. 14, 2023.
Kors landed an engagement score of 4.9 million, showing a 114 percent increase from last season. In second place was Tory Burch, who scored 1.9 million, up 39 percent from last season. Tommy Hilfiger had a social engagement score of 1.6 million, up 48 percent from last season; Coach had a score of 222,428, up 11 percent from last September, while Carolina Herrera tallied 214,298, off 10 percent from last season.
Video formats appear to have been a winning formula.
"For the [fall] season, innovative fashion marketers adeptly dismantled the barriers of exclusivity, opting for accessibility through digital art storytelling that immerses viewers in the luxury experience," said Michelle Hammond, chief strategist at ListenFirst. "While traditional images and gallery formats reliably capture memorable moments, user preference dictates that video format emerged as the primary driver of engagement, constituting a commanding 54...