Slash

The luxury fashion house was the most talked about label during this London Fashion Week, and it's all thanks to their digital expansion.

Guardian
Guardian on September 26, 2011. @guardian

Powered by Guardian.co.ukThis article titled “Burberry trumps its rivals at London Fashion Week” was written by Rosie Swash, for guardian.co.uk on Monday 26th September 2011 12.01 UTC

In a recent article, Retail Week briefly mentioned Burberry’s intention to concentrate its marketing campaigns on the digital sphere in future. Not big news, admittedly, but there is still something refreshing about hearing that one of the country’s biggest fashion labels is getting on board with the whole online thing. Like many of the creative industries, much of the fashion world has so far treated “the internet” as another trend, like colour-blocking, which will be long forgotten by Spring 2012.

London Fashion Week quickly proved that Burberry had put their money where their mouth was, particularly by live tweeting the Spring 2012 collection as models went down the catwalk. As the graph above shows (click on the image for a the full effect), they were the most talked about label at LFW.

Editd, who put the graphs together, have doffed their caps to Burberry. “The online storm they whipped up around their show was a masterclass in digital marketing. Following this triumph, they easily topped our list of most-talked about fashion week designers. They’ve changed the fashion landscape and next season it will be telling to see who else has stepped up to the mark.”

The company, which specialises in fashion data, built three graphs- Designers, Prints, Styles- by analysing 300,000+ daily tweets and taking statistical updates from the tents at Somerset House (the centre of LFW activity).

Additionally, Editd surmised from online activity that “London has a thing for prints. Maybe it’s escapism from the weather or maybe we’re just a vibrant bunch. Last week, post-New York, it seemed the rest of the world were catching on, but London has switched it up a gear. Florals were the resounding success of the week; take your pick of photo-realism at Mary Katrantzou, scaled-up and leary at Peter Pilotto and découpage style appliques at Christopher Kane. The message from the designers is that florals don’t have to be ditsy, while online sentiment indicates that this trend is going to sell.”

Click here to see the full range of graphs that Editd built following London Fashion Week

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