Silverpop: DKNY, Calvin Klein among NYFW social media standouts
With New York Fashion Week firmly in the rear-view mirror, digital marketing firm Silverpop has finished crunching the social media statistics of 15 fashion brands to determine things like which labels gained the most Twitter followers during the fashion week run (Calvin Klein) and which brands sent the most email blasts in the same period (Rachel Zoe).
Silverpop shared the following insights with us, and, since the digital world is of ever-increasing importance to the fashion world (where isn’t it, though?) we thought the results would be worth sharing.
It should be noted, however, that we haven’t independently verified Silverpop’s numbers ourselves, and we aren’t exactly sure how the aforementioned 15-designer list was compiled (the announcement simply refers to “15 of today’s hottest designers”).
According to Silverpop’s study, the @DKNY Twitter account was thumbs ablazing, posting some 487 tweets over the run of New York Fashion Week, with Betsey Johnson a distant second with 197 over the same period and Elie Tahari barely nipping at her stylish heels with 195. Rounding out the Top Six Tweeters Club were Diane Von Furstenberg (148), Rebecca Minkoff (135) and Rachel Zoe (101).
When it comes to adding new Twitter followers, Calvin Klein picked up the most with a whopping 35,153 -- essentially the entire population of Manhattan Beach as of the 2010 U.S. Census. Michael Kors ranked second, with a net gain of 30,269 (roughly a Laguna Hills-sized jump), followed by Ralph Lauren (12,300), Rachel Zoe (10,108) and DVF (7,098).
Other digital firsts
Among the study’s other findings: Rebecca Minkoff was the most prolific picture poster to Instagram (though her 52 photos edged out DVF’s by just a single snap) and the folks over at Rachel Zoe’s style empire fired off the most promotional emails, sending 20 during the run of NYFW, which is how many Michael Kors, Betsey Johnson and Calvin Klein sent during the same period -- combined.