Burberry was the biggest brand for London Fashion Week mentions on social media, a stat which might come as a shock to no-one, garnering over 300,000 mentions.
In total, Twitter recorded 180,000 tweets mentioning #LFW, with over 10,000 of these mentioning Burberry.
Burberry built on this buzz by teaming with Apple to use the iPhone 5S to photograph, video and share content building up to, during and after the Monday catwalk show.
This saw Burberry receive a massive lead over British retailer Topshop, who received just 8,130 mentions.
The Sunday show from Topshop included a “Fashion Tweet Off” where users could review the fashion on Twitter and give their verdict, as well as an installation with tweets hanging from a tree.
Natasha Daniels, a Jam account executive and fashion blogger, said: "The peak around Burberry was quite astonishing, with great buzz around their use of iPhone 5S and their row pull.
"Topshop’s use of Chirp generated less conversation than I expected, which is potentially unsurprising as you had to actually be at the event to be part of it, due to the range of the app."