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One Direction propels Burberry to top of LFW's social media charts

Burberry stole the social media show at this season’s London Fashion Week with the luxury British brand receiving more than 21,000 online mentions over the week.

This autumn’s LFW was the most social ever in the online world with more than 225,000 online conversations generated, over twice as many as last year, according to business information group Precise.

More than 95% of the posts were positive across online platforms such as Twitter, Facebook and blogs from September 14 to 19.

Member of boyband One Direction Harry Styles helped Burberry win the publicity battle with the curly haired heartthrob mentioned in more than a third of the 21,000 mentions about Burberry.

Lady Gaga’s appearance at the Philip Treacy show also helped contribute to 5,000 mentions about the pop stars presence at LFW.

Topshop also sparked much conversation, with more than 10,000 online mentions, while Vivienne Westwood garnered around 3,000 mentions. Mary Katrantzou and House of Holland generated 2,700 and 2,500 comments respectively.

James Withey, head of brand insight at Precise, said: “The massive growth in social media buzz around this year’s event shows how important social media now is to the fashion world.

“Where once a brand could rely on having a few key editors on-side, today’s arbiters of a brand’s success or failure are the thousands of enthusiasts who follow them closely.”

He added: “What also stood out about this year’s event was the extent to which the ‘front row celebrities’ have shaped these conversations – even overtaking the brand completely at times. Will such big spikes help these brands cement their reputations with target consumers?  Only time will tell. 

“Meanwhile, it has been encouraging to see many up-and-coming designers harnessing social media with a different rule book – using their events to widen the awareness and appeal of their work.”

Readers' comments (1)

  • Queue the stream of brands dragging in largely irrelevant celebrities to fill their front rows. I wonder how many of those commenting on Harry Styles sitting in the front row will go out and buy the products? My guess would be very few.

    There's nothing wrong with embracing social media platforms but when you start hoiking in every flavour of the month to generate publicity it almost devalues your brand.

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