Milan Fashion Week: Insiders vs. Influencers Critics picks 1 Social favorites 2 The opinions of social influencers and fashion critics aren t always cut from the same cloth, and our analysis of the social chatter surrounding Milan Fashion Week proves it. Social sharers didn t always agree with fashion insiders top designer picks, meaning retailers and brands need to pay attention to all sources to know which designers racks consumers will be running to next spring. 1. Marni 1. Armani 2. 3. 4. 5. Armani Roberto Cavalli Alberta Ferretti Dolce & Gabbana 2. 3. 4. 5. Fendi Moschino Dolce & Gabbana Gucci Social sentiment analysis gives brands and retailers the full picture of what s hot and what s not when it comes to fashion. Listening to all outlets of information can give retail operations insights they can use to create compelling customer experiences catered to current tastes. 1 Weighted ranking that aggregates commentary about the best designers of Milan Fashion Week published by the top six fashion Web sites. 2 Weighted ranking based on favorability, net sentiment, and number of mentions of data from SAP social media analytics.
Fashion in Color Which colors caught people s eye at Milan Fashion Week? We analyzed the social conversations to find out. PURPLES/ BURGUNDY 560 NUDES 1,070 BROWNS 331 GREENS 291 BLACK & WHITE 3,428 REDS/ ORANGES 1,521 MENTIONS PINKS 1,993 BLUES 2,633 NET SENTIMENT GREENS 0%* *0% indicates neutral sentiment REDS/ ORANGES 37% METALLICS 2,294 BLUES 92% NUDES 99% METALLICS, BLACK & WHITE 98% PINKS, BROWNS, PURPLES/ BURGUNDY 100% While social sharers gave plenty of positive attention to black and white during Milan Fashion Week, the reds and oranges saw fewer conversations and mixed reviews. Knowing all shades of consumer social media sentiment can help retailers and brands keep up with the changing colors of each fashion season.
Fashion Week Movers and Mentions The collections at Milan Fashion Week gave people plenty to discuss, although being the most talked-about designer didn t necessarily equate to being the most favored among social media commentators, as our analysis found. Most Talked-About Designer (Mentions) Moschino 12,340 Armani 11,761 Fendi 9,628 Dolce & Gabbana 8,561 Gucci 8,132 Most Favored Designer (Sentiment) Armani 100% Fendi 100% Alberta Ferretti 100% Dolce & Gabbana 99% Versace 98% Where there were conversations, there was approval during the Milan Fashion Week. Moschino s runway show had people talking the most, and though they liked what they saw, several other designers styles appealed to them even more. Retailers and brands need to not only know which designers people are talking about most; they also need to understand the meaning behind those mentions in order to provide the products that may increase customer loyalty, market share, and, ultimately, share of wallet.
Fashion Week Show-Stoppers We analyzed the social conversations throughout Milan Fashion Week to give you the runway rundown. SEPTEMBER 17-22, 2014 12:00 2:00 Wednesday Anticipation was high for Gucci s runway show on day one of Fashion Week, but social sharers didn t like everything they saw as sentiment dipped to 88% during the show. 7:00 Thursday Social chatter peaked for the week before Moschino took the runway, with 2,889 mentions and 100% sentiment logged before the show. 7:00 Friday The Versace show generated the greatest buzz of the day as mentions spiked to 2,550 with universal approval. 2:00 Saturday Sunday Anticipation was high for Dolce & Gabbana: 2,348 mentions and 100% sentiment were logged at the start of the show. Monday Milan Fashion Week ended on a high note: Social media sentiment hit 100% at 12 p.m. for the final show. When it comes to fashion, one day you re in, and the next you re out. Retailers and brands know how quickly style trends can change. Consumer social media analysis can enable companies to keep the pulse of fashion in real time and manage their inventories accordingly.
Who Are You Wearing? The answer matters, so brands and retailers should be paying attention. Based on our analysis, celebrities carry quite a bit of influence when it comes to consumers social conversations about brands. Top Brand-Driven Chatter (% of mentions with brand reference only) Alberta Ferretti Marni Roberto Cavalli Gucci 61% 60% 59% 57% Top Celebrity-Driven Chatter (% of brand mentions with celebrity reference) Versace Moschino Fendi Armani 60% 74% 79% 84% Brand awareness can be clearly affected by the celebrity company it keeps. Retailers that want to stay on top of the fashion trends need to pay attention not only to the brands consumers are mentioning in their social conversations, but also to those brands that celebrities are wearing to know which looks consumers may want to copy soon.
From the Runway to the Retailers Stores The styles that struck a pose on the runway may not necessarily be the fashions that stick in the minds of consumers. Companies that are able to analyze consumer social sentiment are likely to have a better understanding of what looks might win customers loyalty in the long run. Our analysis of the social media conversations during this year s Milan Fashion Week offers five insights into how retailers and brands can use social data to their advantage: 1. 2. 3. 4. Keep up with consumers changing tastes to create more engaging experiences and offer more relevant options. Better predict what colors will be catching the eye of consumers each season to manage inventories accordingly. Understand not only what styles and brands consumers are talking about but also how they feel about them to better predict consumer behaviors. Track your brand or the brands you carry through the eyes of the consumer to know who and what is influencing their fashion choices and how. 5. See the complete picture of fashion trends with detailed insights into the who, what, and where that can guide business strategy. To see all of our social sentiment analysis of Milan Fashion Week, visit: http://ow.ly/bcmpw