London Fashion Week tweet analysis: Topshop tops sponsor mentions, Burberry leads designers

With the dust settling upon the London Fashion Week, social media analysis from Brandwatch reveals that Topshop has dominated LFW sponsor mentions on Twitter during the last 31 days.

Scoring more conversations than all the other sponsors put together, Topshop greatly outperformed second and third placed Sunglass Hut and Toni&Guy.

A comparison of the hashtags saw the official #LFW come into its own, peaking twice at six thousand tweets during the weekend.

On the designer front, Burberry dominated Twitter discussions by a large margin, followed by Julien Macdonald, Jasper Conran, House of Holland and in fifth, Vivienne Westwood.

Females were responsible for 69 per cent of all LFW tweets although the gender divide wasn’t consistent across all brands, with Jasper Conran proving the most popular designer amongst men and Anya Hindmarch being the women’s favourite.

Ruxandra Mindruta, data analyst at Brandwatch, said: “This year’s London Fashion Week was the year that saw digital and fashion collide, with designers livestreaming shows (Tommy Hilfiger, Vera Wang, Carolina Herrera and Ralph Lauren on Periscope) and other’s not even having a FROW, just seeding it online to the social sphere.

“This is why we have seen a huge surge in LFW mentions, which is great for the designers, models and especially the sponsors who will definitely have got more bang for their buck this year.”

Underlining the emphasis on digital investment at LFW, Burberry unveiled its entire menswear offering on Snapchat before it premiered at the event.

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