LFW 2019 : Social Scorecard Infographic
Instagram is a key promotional channel for fashion brands of all sizes. Not only can they showcase their collections and demonstrate which celebrities love their clothes, since the launch of last year’s shoppable posts people can buy direct from their favourite label’s Insta feed.
To see which brands are using Instagram to maximum effect we looked at 73 of the brands/designers showing at London Fashion Week (LFW) in February 2019, scrutinising what they’re doing on the platform and ranking them, using follower numbers, post engagement rates, use of Stories and Shoppable posts/links to their e-commerce sites to give a score out of 5.
We’re delighted to share our Social Scorecard report for London Fashion Week, in a highly fashionable Infographic below as well as a summation of our findings.
Putting Instagram to great use
Instagram fashion label engagement is super-powered by red-carpet posts and celebrity fans wearing the clothes. Beyond this, video and canny use of the Story and Shoppable capability are key in keeping followers involved.
Topping the analysis is ‘Queen of Print’, Mary Katrantzou (@marykatrantzou). The label’s Instagram feed has an engaging mix of look book shots, catwalk imagery, as well as sharing posts from her celebrity fans wearing the clothes including Beyoncé and Adele. The recent Victoria’s Secret collaboration is also showcased and created buzz.
DAVID KOMA (@davidkomalondon), known for statement, red-carpet friendly dresses came in second. Its use of borders to create a modern, curated aesthetic made the feed feel editorial, and videos of its catwalk shows drove strong engagement. Other high performing Instagram brands are ERDEM (@erdem), ALEXACHUNG (@alexachungstagram) and newcomer Shrimps (@shrimps) known for its fun faux-fur creations.
Burberry (@burberry), the prestigious British fashion house, and global fashion power-brand came sixth, Now under new Chief Creative Officer Ricardo Tisci, a designer with a glamorous ‘neo-gothic aesthetic has brought a new strong direction perfectly played out on Burberry’s Instagram feed.
More established fashion labels, with timeless fashion heritage, and household name recognition, perhaps aren’t leveraging Instagram to the fullest. Vivienne Westwood (@viviennewestwood) came 13th, Aspinal of London (@aspinaloflondon), 12th, Roland Mouret (@roland_mouret), 15th, and Pringle of Scotland (@pringlescotland) 17th.
Christopher Kane, who boasts celebrity followers such as Victoria Beckham and Chloe Grace Moretz, failed to impress, finishing in 20th. Its feed was bland and made no attempts to establish a clear identity. Dark, low quality images were unable to create a strong engagement rate. The clothes were also rather ordinary, lacking the wow factor that many other brands and designers bought to their feeds.
The full rankings can be seen on the infographic above.
What brands need to know
Instagram is a powerful tool for designers, allowing them to bring their vision direct to their fans. Unlike much of the fashion business, doing Insta well is not dependent on financial firepower. Success arises from combining aspirational content with inspirational vision and sharing with your followers. Smaller labels can build substantial followings through creativity and knowing their customer.
Brit designers are missing what potentially could be a powerful revenue stream, most are still not posting directly shoppable posts. Those brands using Instagram well are bringing the imagination they show on the catwalk to their feeds.
With many fashion lines posting challenging financial results, those with a digital first approach, coupled with quality products sold at a fair price are those that are doing well.
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The LFW analysis is a follow-up to our Social Scorecard: High Street Fashion, which examined the state of the UK’s largest high street fashion brands and how they performed on social media. Street-style favourite Dr Martens (@drmartensofficial) was found to be the best high street brand at Instagram, with its mix of street style shots, user generated content and the latest from its collections and look books.
Only brands exhibiting at London Fashion Week, February 2019 were scored.
All data was captured in January 2019.
The brands were scored on follower numbers, average post engagements and engagement rate per channel. If they used Stories or Shoppable was also assessed.
Victoria Beckham, Natalie B Coleman and Adidas Originals by Ji Won Choi were excluded from the rankings. This is due to the Instagram accounts for these brands/designers either not being entirely dedicated to the brand in question – as is the case for Victoria Beckham and Natalie B Coleman – or not exclusively featuring the designs of the mentioned designer – as is the case for Adidas Originals.
Average Post Engagement
To calculate average post engagement (APE) on Instagram the total number of engagements was added up across the 25 most recent posts on each profile and then divided this by 25.
The engagements were as follows:
- Facebook – reactions, shares and comments only
- Instagram – post likes and comments
- Twitter – likes, comments and retweets. Tweets that had been retweeted from another profile were not considered
Each engagement type was equally weighted.
To calculate the engagement rate we took the total follower number for the profile (or likes number on Facebook) and divided this by the APE score.