Report Period: January 12 - 23, 2015

Fashion Events:

4 Social Media

Campaigns Analyzed

A look at the campaigns luxury

fashion brands ran for Milan Fashion

Week on Facebook, Twitter and

Instagram. Brands analyzed are

Calvin Klein, Dolce & Gabbana,

Gucci and Versace.

Summary

How does a fashion brand leverage a major industry event? This report analyzes the content

strategies and tactics of four major luxury fashion brands during Milan Fashion Week. The following

slides will reveal details about each brand’s posting calendar, social networks employed, engagement

levels generated and the posts that made the biggest impact.

Highlights

❖ Instagram is the dominant social network for live fashion events

❖ Only 1 of the 4 campaigns included posting to Facebook

❖ Posting for each brand is scheduled around their live fashion show

Brands were selected due to their use of the Milan Fashion Week hashtag #mfw, one of the more popular topics in January for

this industry.

Networks compared and analyzed: Facebook, Twitter and Instagram. Report period: January 12 - 23, 2015.

Campaign Activity - All Brands Combined

Brands naturally

spiked their

posting activity

around their live

fashion shows,

which occurred at

different times

throughout the

week.

Brand posting calendars for each network

The charts on the

left show spikes in

posting for each

brand, by social

network.

Posting spikes

sharply on the day

of the events.

Brands should

consider

extending the

build-up a few

more days before

the event.

Especially if

shows are shown

live online, which

some were.

Where Engagement Happened

The charts on the

left show which

social networks

generated the

most

engagements.

Instagram’s

dominance is

remarkable, even

for Calvin Klein,

which also posted

to Facebook.

Overall

engagement rates

are very high,

driven by

Instagram, an

ideal platform for a

visually-driven

event.

Gucci

Dolce & Gabbana Calvin Klein

Versace

Gucci - Campaign Analysis

Gucci’s content

calendar included

the most posting

before and after

the event of all

brands.

That approach

helped them

distribute a higher

volume of posts

more evenly, while

generating more

buildup for their

event than the

other brands.

Gucci - Top Posts

Emphasis on gold

and upscale

slippers defines

the Gucci brand.

Versace - Campaign Analysis

Versace relied on

one spike of

posting the day of

the event.

They generated

the least total

engagement of

the four brands.

Versace also had

the highest

percent of posts

going to the least

effective network,

Twitter: 68%.

Versace - Top Posts

Content-wise,

Versace’s light

colors form a nice

contrast to the

Gucci and Dolce &

Gabbana style

references.

Dolce & Gabbana - Campaign Analysis

The brand heavily

concentrates

posting on

Instagram (82%).

Brand registers

highest overall

engagement rate

accordingly, and

also drove the

most overall

engagements.

Dolce & Gabbana - Top Posts

There’s a strong

family theme

throughout the

Dolce & Gabbana

campaign.

‘Family’ was one

of their more

frequently used

terms.

Calvin Klein - Campaign Analysis

The only brand to

use Facebook.

Facebook posting

generated

additional content,

but not an

enormous amount

of engagement

relative to

Instagram.

Calvin Klein

Instagram posts

had highest

engagement/fan

ratio of any brand.

Calvin Klein - Top Posts

The brand that

didn’t have their

live show

mentioned in their

top post (it was

the #2 post on

Facebook).

Their Facebook

and Twitter posts

features the power

of celebrity in the

fashion industry.

The top Instagram

post gives a more

behind the scenes

view of the events

in Milan.

Social Media Fan and Follower Totals

Brands are

building strong

communities on

Instagram.

With such large

fan counts on

Facebook, it’s

surprising the

brands weren’t

more aggressive

posting on that

network.

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