Snippet: What is fashionable online?

(This is a snippet from a longer blog article)

During September, 22,781 online conversations circled around one major topic: fashion. This autumn’s major fashion events displaying collections for spring and summer 2010 have now ended.

When people are talking about fashion week, the main forum used is Twitter with 25% of all the conversation. Probably not all that surprising, but certainly highlighting Twitter’s integration with mobile handsets has now made it easier than ever to let the world know about the latest ‘must have’. What is also interesting to notice is that the major social media platforms are the main medium for discussion and not the dedicated fashion forums. That blogs hold 57% of the mentions, compared to forums with 9%, shows that, as with the designers themselves, fashion bloggers want their own stage, rather than sharing it with others.

Christian graph
The Graph to show where Fashion conversations are happening online. Twitter is considered a Micro blog, hence placed under the category ‘Blogs’. Source: Brandwatch

However, when people are willing to listen they want to hear from the experts and fashion brands need to be there. Gucci is one of the major brands that have understood this and their Facebook page has yielded over 450K fans to date. Marc Jacobs on the other hand, who is not engaging with the fans on Facebook, but is only hosting a fan page, has only 150K fans. Gucci consequently is the most mentioned fashion brand relating to the recent fashion weeks, and has three times as many mentions as Marc Jacobs. – perhaps not just a co-incidence.

So learnings for fashion marketers, head to the next event with your iPhone in one hand and your influential blogger in the other.