Burberry steals purchase power from Topshop and Mulberry following LFW
Burberry pulled in 68 per cent of social buzz by brand during London Fashion Week, but it also led for purchase power, with 53 per cent of those talking about buying a brand mentioning Burberry.
The research, carried out by Way To Blue, discovered that during the February show, propensity to purchase, based on brand share of voice, was almost equal from Burberry, Topshop and Mulberry, standing at 35, 31 and 31 per cent respectively.
However, London Fashion Week changed these figures, with Burberry now accounting for over half, while Topshop sits at 27 per cent and Mulberry at 20 per cent.
Daniel Heale, associate director of social for Way To Blue, said: “While any brand welcomes high levels of buzz, the volume of people expressing intent to buy Burberry is a great achievement for the brand. It shows the brand is not only connecting with lots of people on social through London Fashion Week, but most importantly, connecting with the right ones for their products and growing their share of the conversation.
“Whilst lots of agencies are reporting on brand buzz levels very few are able to understand what this means in terms of driving sales. We’re pleased to have taken some significant steps towards uncovering this relationship through the extensive work we’ve conducted with film and entertainment clients over the past few years.”
The overall share of brand buzz itself also changed from being a two-horse race between Burberry and Topshop to Burberry holding over two thirds of the buzz.
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