Social media mentions of fashion brands soar
Collaborations, campaigns and celebrity endorsements boost high street brands' presence.
By Suzanna Bain
15 November 2012
High street fashion brands experienced 50 per cent more social media mentions in October than September, the latest research by Gorkana reveals.
Discussions surrounding new fashion collections and competitions helped fuel the leap in social media coverage, according to Gorkana’s latest Retail Barometer.
Topshop jumped seven spots to take third place in the social media league table, with 44,098 mentions, after launching a Halloween social media campaign.
The branded retailer’s Halloween campaign used the Twitter hashtag #TrickorTweet to engage with fans and offer prizes for the best fancy dress photos. The hashtag alone attracted 1,300 mentions.
H&M coverage was dominated by buzz about its new collections, putting it in eighth place, with 19,047 mentions, according to Gorkana.
Although Lana del Rey mentions were down from September (700), H&M’s collaborations with Anna Dello Russo and Maison Martin Margiela each generated 500 mentions, following launches on October 4 and 23.
Photos of Kanye West attending the Margiela Paris launch, while wearing a jacket from the collection, helped further boost mentions.
Department stores also benefited from celebrity influence during October. Harrods rose to 14th place from 21st in the mainstream league table, on the back of Lady Gaga's in-store fragrance launch. The event sparked 1,200 social media mentions, mainly from devoted fans.
Selfridges continued to feature in the top 10 of the social league table, coming in at number seven with 19,535 mentions, thanks to a single tweet from One Direction member Niall Horan (@NiallOfficiall) which was retweeted more than 10,500 times.
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