London fashion week

How Burberry and Topshop used social to rule at London Fashion Week

London Fashion Week is over for another year, and what a week it’s been.

The Econsultancy content team have been to exactly zero catwalk shows and no glitzy parties, and quite frankly we’re exhausted.

Thankfully our friends in the world of fashion were kind enough to share all the glamour via social media, so we have a fair idea of what went on at the major fashion shows.

Data from Hotwire PR shows that Burberry managed to drive the most conversations around its show with 21,958 tweets, while Topshop came a distant second with 9,108.

This is likely because they’re two of Britain’s most recognised fashion brands, but both have also engaged in some interesting social activity around London Fashion Week.

Here’s a quick run through of what they’ve been up to, and for a look back at previous years read our posts from LFW 2013 and 2012

How retailers are using social for Fashion Week

London Fashion Week kicked off on Friday and social marketing teams have gone into overdrive trying to produce content to keep their fans and followers in the loop.

The action on Twitter focuses around the hashtag #LFW, so being a fashionable guy I thought I’d check out how retailers are getting involved in the week’s events.

All the usual suspects have begun sharing relevant content, so here’s a quick run down of how different brands are using social to make the most of fashion week…

London Fashion Week AW12: a digital review

This past week, all eyes have been on London for Fashion Week AW12.

It’s been one of the most interesting seasons from a digital perspective. Not because all of a sudden fashion brands have ‘caught on’, but because integration with online has matured. It’s more valuable, comprehensive and better thought out.

As such, we’ve compiled some of the best digitally-enhanced offerings from fashion magazines, designers and the organiser itself.

British Fashion Council’s Fashion Week livestream grows by 100%

The British Fashion Council’s (BFC) livestream of 46 catwalk shows from London Fashion Week resulted in a 100% increase in viewers year on year, indicating the growing demand from an online audience for real time fashion events. 

Powered by Rightster, the shows were accessible via the BFC’s YouTube channel, the London Fashion Week TV site, as well as delivered to designer and publisher Facebook communities for the first time – including the Roksanda Ilincic and Vogue pages.