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| Burberry tops LFW Twitter chart |
Burberry has topped a list of the most tweeted designers at London Fashion Week, according to an analysis by Hotwire PR, which examined the key trends driving conversation around the shows. The study found that Burberry’s collection racked up more than 16,000 tweets on Monday, and around 22,000 in total, which was aided by the fashion label’s use of fashion technology as they teamed up with Twitter this season to trial its click-to-buy button. Coming in second was Topshop, with 9,108 tweets in total, under half of what Burberry received. However, the retailer did create a buzz before the show ever started with more than 7,600 tweets being posted about its SS15 collection before the models hit the catwalk, making it one of the most anticipated shows at this season’s fashion week. In third place was Tom Ford, closely followed by Marchesa and Julien MacDonald took fifth spot. The rest of the top 10 included Vivienne Westwood, Erdem, Temperley London, and Mary Katrantzou. There was also room for House of Holland, who secured ninth spot with 2,096 tweets, after partnering with virtual fitting room firm Metail to give fashion fans the ability to ‘try on’ clothes as soon as they appeared on the catwalk. Hunter who had Twitter in its sights with its partnership with Grabyo to tweet video clips in real-time, could only amass 1,700 tweets in total, making it the thirteenth most tweeted designer overall. Emma Hazan, deputy managing director at Hotwire PR, said: “For the first time, fashion week was more high tech than high fashion, with designers embracing the latest innovations on and off the catwalk. While many technologies are already being rolled out in-store and online, our research shows the huge potential that innovation in retail has to excite and entertain shoppers.“Fashion retailers must now follow suit, as technology plays an increasingly important role in influencing and enabling consumer purchases.” Hotwire conducted its research using its proprietary Listening Post tool to monitor tweets referencing the #LFW hashtag and the designer’s Twitter handle or brand name, from September 1-16. Image: Burberry Twitter,
Source: Fashion United
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