by Michael Kors again came in first in social engagement during New York Fashion Week, followed by Tory Burch, Tommy Hilfiger, Coach and Carolina Herrera, respectively, according to social analytics firm ListenFirst.
The engagement score is a measure of the click-based conscious actions (likes, reactions, shares and comments) made in direct response to brand-owned social accounts or through organic conversation, including new followers and engagements on across social media as well as the volume of conversation on Twitter and Reddit. The time period surveyed was February 9 to February 15, and the comparison is made against the spring 2024 exhibition tracked from September 8 to September 14, 2023.
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Kors received an engagement score of 4.9 million, representing a 114 percent increase from last season. In second place was Tory Burch, who scored 1.9 million, up 39 percent from last season. Tommy Hilfiger had a social engagement score of 1.6 million, up 48 percent from last season; The coach scored 222,428, up 11 percent from last September, while Carolina Herrera tallied 214,298, down 10 percent from last season.
Video formats seem to be a winning formula.
“Don [fall] In the season, innovative fashion marketers broke down the barriers of exclusivity, opting for accessibility through storytelling in digital art that immerses audiences in the luxury experience,” said Michelle Hammond, chief strategist at ListenFirst. “While traditional image and gallery formats reliably capture memorable moments, user preference determines that video format emerged as the key driver of engagement, accounting for 54 percent of total engagements for the season, at follow gallery format (34 percent) and still images (12 percent),” she said.
With a first-place score of 4.9 million, Kors had a great social moment with a gallery post highlighting their global brand ambassador Dahyun, a member of South Korean global music group Twice, who was named Kors’ July global brand ambassador last.
She posted in front of the former Barneys spiral staircase, and earned 626,000 pledges. Blake Lively was featured in the second highest performing post and generated 440,000 engagements. In the Kors video, Lively was seen posing in a giraffe print balaclava coat and matching mini skirt on her way to the front row.
Additional high-performance content featured influencers such as Bretman Rock, Mew Suppasit, and Tul Pakom.
According to ListenFirst, Tory Burch’s influencer strategy remains a cornerstone, capitalizing on content that serves viewers’ desire for deeper access to behind-the-scenes content, resulting in a 39 percent increase in the season over the seasons. Burch’s success on social media can be attributed to his interview-based video posts, which have garnered 887,000 engagements, including blooper takes (412,000) and a 30-second interview with influencer Nara Smith (222,000), things do’s and don’ts and hot trends with Davis. Burleson and Delaney Rowe (235,000).
Another key motivator was the partnerships with creators and talents that contributed to the overall social engagement of her show held at the New York Public Library. Influencers like Barbara (Sprouse) Plavin, Pritika Swarup, and Yesly Dimante all contributed to the brand’s overall narrative this season.
Hilfiger returned to NYFW this season after a two-year hiatus. The Grand Central Oyster Bar served as the backdrop for her runway show, accompanied by a soundtrack from Questlove. Contributing to the third highest engagement score of 1.6 million was a gallery featuring Nayeon that emerged as the top performing post with 65,000 engagements. Other guests included Noah Beck, Lee Jun-ho, Shay Mitchell, Becky G, among others, as seen in a video that generated 62,000 pledges. Kelly Rutherford and Sofia Richie Graine also attracted significant interactions, ranking third best with 33,000 engagements.
Coach, whose show was held at the James B. Duke House on the Upper East Side, came in fourth this season. The brand’s presentation strategically focused on Gen Z stars such as Camila Mendes, KoKi, Tommy Dorfman, Sophie Thatcher and other rising talents who sat front row and created buzz on social media.
Herrera, whose score was 204,000, had two videos showing many runway looks, which collected 15,000 and 10,900 pledges, respectively. Model Anouk Smits, wearing high-waisted trousers and a cropped metallic blazer, claimed second place with 11,000 pledges. Guests who attended the show included Demi Moore, Becky G, Steph Hui, Dara Allen, Valeria Mazza and Kelsey Merritt, who shared the brand in a gallery post that garnered 6,000 engagements.
Rounding out the top 10 was Ludovic de Saint Sernin, in sixth pace, who had 149,664 commitments, an increase of 112 percent from last season. Sandy Liang came in seventh with 116,910 pledges, equal to last September. Helmut Lang, who showed his second collection with Peter Do, came in eighth place with 92,945 in social engagement, down 2.7 percent compared to last season. Anna Sui came in ninth place, with an engagement score of 49,336, down 18 percent from last season, and Luar, who landed Beyoncé as an opening guest, came in 10th, with 45,713 in social engagement, an increase of 969 percent.
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