Michael Kors, Ralph Lauren drive Fashion Week social chatter

Fri Feb 19, 2016 4:04pm EST
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By Melissa Fares and Gina Cherelus

NEW YORK (Reuters) - Michael Kors Holdings Ltd and Ralph Lauren Corp were among the top-mentioned brands by social media users during New York Fashion Week, the result of a push by fashion houses to build buzz among fans who otherwise would not be exposed to their shows.

Both companies were among the top five brands that received the most mentions on Twitter Inc during the week, which occurs twice a year and is considered one of the industry's highest exposure events, according to marketing technology company Amobee Brand Intelligence.

Michael Kors received 70,902 related tweets and Ralph Lauren garnered 46,971 tweets from the start of Fashion Week on Feb 11 through its finish on Thursday.

The brands had elaborate social media strategies, which included behind-the-scenes videos on the messaging app Snapchat and live footage of shows on Twitter's streaming video service Periscope.

As of Friday, they were also among the top five mentioned brands at event venues on Facebook Inc's photo-sharing app Instagram, according to data from Ground Signal, a location-based social media search company.

Engaging with users of social media is increasingly important to designers because it helps them draw attention of consumers, not only buyers and press who attend the show.

The strategy is also a way to reach younger fans. According to Ground Signal, roughly a third of Instagram posts were from users under the age of 25.

“We know we need to be where our customer is, and today she is on all of these platforms consuming more content more quickly than ever before,” Lisa Pomerantz, a Michael Kors spokeswoman, said by email.   Continued...

Models present creations during the Ralph Lauren Fall/Winter 2016 collection during New York Fashion Week in New York, February 18, 2016. REUTERS/Brendan McDermid