Digital marketing and Fashion: How brands and influencers use London Fashion Week

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London Fashion Week 2017 was a major event in the fashion industry, with designers and influencers flocking to social media. Socialbakers looks at the Instagram stats...


Fashion fans and consumers are quickly getting used to the new industry formula; ‘see now, buy now’ – today, consumers have all the information, products and services at their fingertips, the latest fashion news and collections are no exception. This raises the bar for how designers communicate with their audiences, especially during Fashion Week; they need to ensure they share the right content, at the right time via the most appropriate channels.

Social media winner of the week? Instagram won hands down as designer brands’ platform of choice with a total of 1,952,117 interactions during London Fashion Week (17th – 21st Feb), compared to Facebook and Twitter which saw a total of 42,556 and 28,205 interactions respectively. According to data from Socialbakers, the top Instagram posts (by interactions) by designers during LFW were:

1. Burberry – 56,180 interactions, incl. 55,888 likes and 292 comments

2. Swarovski – 41,736 interactions, incl. 41,461 likes and 275 comments

3. Topshop – 34,550 interactions, incl. 34,462 likes and 88 comments

4. Topshop – 34,051 interactions, incl. 33,964 likes and 87 comments

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