Paris Fashion Week: Insiders vs. Influencers

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1 Paris Fashion Week: Insiders vs. Influencers Critics picks 1 Social favorites 2 Our analysis of the social conversations surrounding Paris Fashion Week proves that social sharers don t always agree with fashion critics top designer picks. To fully understand which designers racks consumers will be running to next spring, retailers and brands should pay attention to all sources of information. 1. Chanel 1. Givenchy Balmain Christian Dior Lanvin Louis Vuitton Christian Dior Louis Vuitton Balenciaga Chanel While Chanel, Christian Dior, and Louis Vuitton were included in both fashion insiders and social influencers conversations, there were differences of opinion between the two groups when it came to other designers. Social sentiment analysis gives brands and retailers the full picture of what s hot and what s not when it comes to fashion. Listening to all outlets of information can give retail operations insights they can use to create compelling customer experiences catered to current tastes. 1 Weighted ranking that aggregates commentary about the best designers of Paris Fashion Week published by the top six fashion Web sites. 2 Weighted ranking based on favorability, net sentiment, and number of mentions of data from SAP social media analytics.

2 Fashion in Color Which colors from the Paris Fashion Week catwalks were catching peoples eyes? We analyzed the social conversations to find out. NUDES 2,064 BROWNS 1,023 GREENS 906 PURPLES/ BURGUNDY 382 BLACK & WHITE 6,763 REDS/ ORANGES 2,779 MENTIONS BLUES 2,913 METALLICS 4,792 NET SENTIMENT PINKS 3,350 PINKS 73% METALLICS 91% BLACK & WHITE 90% GREENS 93% BLUES 97% REDS/ BROWNS ORANGES 94% 92% NUDES, PURPLES/ BURGUNDY While social sharers conversations about the colors seen at Paris Fashion Week were primarily black and white, ironically, it was the color nude that people favored the most. Knowing all shades of consumer social media sentiment can help retailers and brands keep up with the changing colors of each fashion season.

3 Fashion Week Movers and Mentions The collections at Paris Fashion Week gave people plenty to talk about, though being the most talked-about designer didn t necessarily equate to being the most favored among social media commentators, as our analysis found. Most Talked-About Designer (Mentions) Givenchy 22,637 Chanel 21,742 Balmain 17,558 Louis Vuitton 13,976 Christian Dior 11,535 Most Favored Designer (Sentiment) Christian Dior 97% Balenciaga 95% Louis Vuitton 93% Givenchy 92% Lanvin 92% While Givenchy was the most buzzed about designer at Paris Fashion Week, it was Christian Dior whom social sharers favored the most. Retailers and brands need to not only know which designers people are talking about most; they also need to understand the meaning behind those mentions in order to provide the products that may increase customer loyalty, market share, and share of wallet.

4 Fashion Week Show-Stoppers We analyzed the social conversations throughout Paris Fashion Week to give you the runway rundown. SEPTEMBER 23 OCTOBER 1, :00 Tuesday Anticipation was high for Balenciaga: 3,203 mentions and sentiment were logged at the start of the show. 8:00 Wednesday Mentions spiked to 4,938 and sentiment was at for Lanvin s show, fueled in part by Kim Kardashian s presence. 7:00 Thursday Friday Jean Paul Gaultier s last "ready-to-wear" show was the most talked about and one of the most liked of the day, with 2,240 mentions and sentiment. 7:00 Saturday Although Jean Paul Lespagnard s show brought in the highest number of mentions for the day at 4,871, sentiment was at one of its lowest points at 70%. 8:00 Sunday Monday Two giant casts of white orchids made by British artist Marc Quinn gave people plenty to talk about during the Alexander McQueen show, as mentions jumped to 6,458. When it comes to fashion, one day you re in, and the next you re out. Retailers and brands know how quickly style trends can change. Consumer social media analysis can enable companies to keep the pulse of fashion in real time and manage their inventories accordingly.

5 Who Are You Wearing? It s a question brands and retailers should be paying attention to. Based on our analysis, celebrities can highly influence consumers social conversations about brands. Top Brand-Driven Chatter (% of mentions with brand reference only) Dries Van Noten Alexander McQueen Stella McCartney Chloé 53% 60% 69% 76% Top Celebrity-Driven Chatter (% of brand mentions with celebrity reference) Balmain Lanvin Balenciaga Louis Vuitton 99% Brand awareness can be clearly affected by the celebrity company it keeps. Retailers that want to stay on top of the fashion trends need to pay attention not only to the brands consumers are mentioning in their social conversations, but also to those brands that celebrities are wearing to know which looks consumers may want to copy soon.

6 From the Runway to the Retailers Stores The styles that struck a pose on the runway may not necessarily be the fashions that stick in the minds of consumers. Companies that are able to analyze consumer social sentiment are likely to have a better understanding of what looks might win customers loyalty in the long run. Our analysis of the social media conversations during this year s Paris Fashion Week offers five insights into how retailers and brands can use social data to their advantage: Keep up with consumers changing tastes to create more engaging experiences and offer more relevant options. Better predict what colors will be catching the eye of consumers each season to manage inventories accordingly. Understand not only what styles and brands consumers are talking about, but also how they feel about them to better predict consumer behaviors. Track your brand or the brands you carry through the eyes of the consumer to know who and what is influencing their fashion choices and how. 5. See the complete picture of fashion trends with detailed insights into the who, what, and where that can guide business strategy. To see all of our social sentiment analysis of Paris Fashion Week, visit: