new york fashion week: insiders vs. influencers

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Our analysis of the social chatter surrounding New York Fashion Week showed social influencers didn’t always agree with fashion insiders’ top designer picks. Learn more: http://spr.ly/FashionWeek_NY_Insights

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  • 1. New York Critics pick1Social favorites2Fashion Week:Insiders vs.InfluencersWhich designers racks will consumersbe running to next spring? It depends onwhom you ask. Our analysis of the socialchatter surrounding Mercedes-BenzFashion Week New York showed socialinfluencers didnt always agree withfashion insiders top designer picks.1. Ralph Lauren 1.Carolina HerreraAlexander Wang2.3. Diane von Furstenberg4. Michael Kors5. Marc Jacobs2. Michael Kors3. Oscar de la R enta4. Diane von Furstenberg5. DKNYWhile fashion critics focused their attention on many of the ready-to-wear designers at New YorkFashion Week, social media conversations centered more on the high-end designers.Social sentiment analysis gives brands and retailers the full picture of whats hot and whats not when itcomes to fashion. Listening to all outlets of information can give retail operations insights they can use to createcompelling customer experiences catered to current tastes.1Weighted ranking that aggregates commentary about the best designers of Mercedes-Benz Fashion Week New York 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.Stay on top of the #NYFW scene.Follow @SAP_Retail and #SAPFashion.Social media analytics solutions from SAPoffer social intelligence, management, andmonetization opportunities for brandsand retailers. Analyzing structured andunstructured data from various socialmedia platforms and forums can lead toactionable insights into consumer behaviors,preferences, and trends.

2. Fashion in ColorWhich colors from the Mercedes-BenzFashion Week New York catwalks werecatching peoples eye? We analyzed thesocial conversations to find out.Stay on top of the #NYFW scene.Follow @SAP_Retail and #SAPFashion.Social media analytics solutions from SAPoffer social intelligence, management, andmonetization opportunities for brandsand retailers. Analyzing structured andunstructured data from various socialmedia platforms and forums can lead toactionable insights into consumer behaviors,preferences, and trends.BLACK & WHITE27,535PINKS16,853METALLICS2,491BROWNS3,450GREENS5,436NUDES8,831BLUES12,155PURPLES/BURGUNDY2,477NET SENTIMENTGREENS20%MENTIONSBLUES48%BROWNS63%NUDES93%METALLICS92%PURPLES/BURGUNDY94%PINKS67%BLACK &WHITE69%While social sharers conversations about the colors seen at Fashion Week were relatively black and white,ironically, the colors purple and nude had the highest sentiment.Knowing all shades of consumer social media sentiment can help retailers and brands keep up with the changingcolors of each fashion season. 3. Fashion WeekMovers andMentionsThe collections at Mercedes-BenzFashion Week New York gave peopleplenty to talk about, although as oursocial media analysis found, receivingthe most mentions didnt necessarilyequate to earning the highest favoramong social media commentators.Social media analytics solutions from SAPoffer social intelligence, management, andmonetization opportunities for brandsand retailers. Analyzing structured andunstructured data from various socialmedia platforms and forums can lead toactionable insights into consumer behaviors,preferences, and trends.Alexander Wang had people not only talking, but talking favorably about the styles they saw at hisrunway show. However, social media sharers favored Diane von Furstenbergs fashions the most.Retailers and brands need to not only know which designers people are talking about most; they also needto understand the meaning behind those mentions in order to provide the products that may increasecustomer loyalty, market share, and, ultimately, share of wallet.Stay on top of the #NYFW scene.Follow @SAP_Retail and #SAPFashion.Alexander Wang 33,098Marc Jacobs 26,471Michael Kors 20,774Victoria Beckham 19,097Ralph Lauren 18,097Most Talked-About Designer(Mentions)Diane von Furstenberg 100%Oscar de la Renta 99%Alexander Wang 98%Michael Kors 98%DKNY 98%Most Favored Designer(Sentiment) 4. Fashion WeekShow-StoppersWe analyzed the social conversationsthroughout Mercedes-Benz FashionWeek New York to give you the runwayrundown.Social media analytics solutions from SAPoffer social intelligence, management, andmonetization opportunities for brandsand retailers. Analyzing structured andunstructured data from various socialmedia platforms and forums can lead toactionable insights into consumer behaviors,preferences, and trends.9:00A.M. ETWhen it comes to fashion, one day youre in, and the next youre out. Retailers and brands know how quicklystyle trends can change. Consumer social media analysis can enable companies to keep the pulse offashion in real time and manage their inventories accordingly.Stay on top of the #NYFW scene.Follow @SAP_Retail and #SAPFashion.ThursdayFridaySaturdaySundayMondayTuesdayWednesdayThursdayDay one of FashionWeek started andstopped on a highnote. Sentiment was99% and 100% atthe days open andclose, respectively.10:00A.M. ET9:00P.M. ETSocial sharers hada lot to say followingthe Luis Antonio show.Mentions peaked forthe day at 10,014.Sentiment droppedfrom 91% to just 15%at 10 p.m., with manysocial conversationsnegatively referencingMiley Cyrus attire or lack thereof atthe Alexander Wangafter-party.5:00P.M. ETMentions peak to theirhighest amount for all ofFashion Week at 21,500,perhaps due to PamellaRolands live storiesoered on Snapchatduring her show.People on social mediaseemed to have highexpectations for theRalph Lauren show,with sentiment at 94%at its start.3:00P.M. ETSEPTEMBER 4-11, 201410:00P.M. ET 5. Who Are YouWearing?How much influence do celebrities carrywhen it comes to consumers socialconversations about brands? Based onour analysis, quite a bit.Social media analytics solutions from SAPoffer social intelligence, management, andmonetization opportunities for brandsand retailers. Analyzing structured andunstructured data from various socialmedia platforms and forums can lead toactionable insights into consumer behaviors,preferences, and trends.Brand awareness can be clearly affected by the celebrity company it keeps. Retailers that want to stay ontop of the fashion trends need to pay attention not only to the brands consumers are mentioning in theirsocial conversations, but also to those brands that celebrities are wearing to know which looks consumersmay want to copy soon.Stay on top of the #NYFW scene.Follow @SAP_Retail and #SAPFashion.Top Brand-Driven Chatter(% of mentions with brand reference only)Oscar de la RentaJeremy ScottDiane von FurstenbergVictoria BeckhamRebecca Minko86%74%72%71%70%Top Celebrity-Driven Chatter(% of brand mentions with celebrity reference)Calvin KleinMichael KorsKate SpadeBCBGMAXAZRIARalph Lauren99%97%97%97%78% 6. From the Runwayto the Retailers StoresThe styles that struck a pose on the runway may notnecessarily be the fashions that stick in the minds ofconsumers. Companies that are able to analyze consumersocial sentiment are likely to have a better understandingof what looks might win customers loyalty in the long run.Our analysis of the social media conversations during thisyears Mercedes-Benz Fashion Week New York offers fiveinsights into how retailers and brands can use social datato their advantage:Keep up with consumers changing tastes to create more engagingexperiences and offer more relevant options. 1.2.3.4.5.Better predict what colors will be catching the eye of consumerseach season to manage inventories accordingly.Understand not only what styles and brands consumers aretalking about but also how they feel about them to better predictconsumer behaviors.Track your brand or the brands you carry through the eyes ofthe consumer to know who and what is influencing their fashionchoices and how.See the complete picture of fashion trends with detailed insightsinto the who, what, and where that can guide business strategy.To see all of our social sentiment analysis of Mercedes-BenzFashion Week New York, visit: http://ow.ly/Bcmpw