Victoria Beckham is LFW's social media winner says Launchmetrics
today Sep 20, 2018
Victoria Beckham retained her position as the biggest social media winner as far as fashion week mentions were concerned, but while she’s usually a big name at NYFW, this time it was London Fashion Week that really felt her impact.
That may be a surprise on one level given that Burberry was a huge talking point at LFW, but there’s no denying that Beckham’s previous pop career and her ultra-Instagrammable family helped propel her to the top of most social media charts.
That’s according to Launchmetrics, which issued some interesting data around the SS19 LFW shows. It said the top five brands were Beckham’s, followed by Burberry, Alexa Chung (also highlighting the importance of celebrity rather than just being a fashion label), followed by Temperley London and Mary Katrantzou.
Interestingly, there were a lot more posts about Burberry (46,000 online and on social) compared with only 8,200 about the Beckham show. But her media impact value (MIV) was calculated as higher.
The ranking is based on Launchmetrics’ proprietary media impact value (MIV) algorithm that measures the impact of relevant media placements. It has been fine-tuned to the fashion, luxury and cosmetics (FLC) industries and takes into account both media and content quality to provide a higher value for content posted by more influential voices or content that includes powerful images or videos.
What it also showed was that while LFW achieved $37 million as far as MIV was concerned, that was still way behind the $186 million achieved by NYFW, with its engagement level around a tenth that of the New York event.
Looking at the results in more detail, Victoria Beckham saw those 8,200 posts, achieving a $10 million MIV while Burberry’s MIV was $5.5 million. Beckham’s top posts were less about fashion and more about her family with a post showing her husband and another her daughter scoring strongly. And it was a similar story of the fashion being less important than the personality at Burberry as the top two posts about its show were focused on models Kendall Jenner and Irina Shayk.
With that in mind, it’s no surprise that Shayk’s was the top model account, followed by Winnie Harlow and Isabel Goulart, while the top celebrity account was Celeste Barber’s and the top influencer account belonged to Erika Santos.
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