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Rihanna’s River Island collection helps the brand create 3 times the buzz of Topshop at LFW

Rihanna’s tweets about her River Island collection were a ‘key driving force’ for River Island’s social engagement, pushing them beyond the likes of even Burberry, research from Salesforce Marketing Cloud and MediaMeasurement into London Fashion Week has found.

It was found that the collection helped River Island to create three times the buzz that Topshop did, despite the fact that Topshop has a larger social media presence.

However, not all the comments were positive: 27 per cent of River Island posts were negative – compared to three per cent of Topshop posts – with complaints being around the fact that she was not a ‘real’ designer, and that London Fashion Week should be about up-and-coming British designers.

Salesforce Marketing Cloud and MediaMeasurement are expected to release a white paper soon on the results, which will show the different social techniques encompassed by the brands: including how Topshop used Google+ and YouTube to stream, while Burberry plumped for its own website.