LONDON, UNITED KINGDOM--(Marketwire - March 5, 2013) -
Editors Note: There are two images associated with this press release.
ELLE UK, the world's biggest selling fashion magazine, published by Hearst Magazines UK, has released an infographic based on social media activity during London Fashion Week AW13 that proves social media influence is still growing at an astonishing rate.
Powered by Sysomos, the data shows:
- 308,991 tweets were sent using the hashtag #LFW during the February shows compared to 170,572 during the previous season - an 81% increase.
- The most tweeted-about model was Cara Delevingne, with 10,434 tweets sent. This peaked at an incredible 7000 when she took to the catwalk at Topshop Unique (the most tweeted-about show of the London season).
- The second most tweeted-about model was Jourdan Dunn, with 6299 tweets.
- Models were more popular than celebrities on the front row: 18,553 tweets were sent about models compared with 9418 about celebrity attendees.
- One Direction fans ruled the front row tweets - Louis Tomlinson was the most tweeted-about celebrity of the whole five-day week, with 3593 tweets sent about him, despite him attending only one show (Topshop Unique).
- The top three most tweeted-about shows were Topshop (16,732 tweets), Burberry (15,684) and Mulberry (5663).
- The largest proportion of tweets came from the UK at 57%. Second in line was the USA at 15% - clearly underlining the significance of the British fashion industry on the international stage.
- ELLE UK cover star Victoria Beckham ruled the #NYFW catwalk with 14,854 tweets being sent about her during the shows - more than the next two biggest shows (Michael Kors at 6651 and Jason Wu at 5426) combined.
ELLE UK, which boasts a social media 'universe' of 1,002,747, gave fashion fans front row and backstage access throughout the season via social commentary and heavy use of Instagram and Vine. They saw an increase of over 30% in interactions with its fans from LFW SS13 to AW13.
Lorraine Candy, ELLE UK Editor-in-Chief, says, 'Making the consumer feel she is on the front row via social media is a strategy which brands recognise will help their businesses grow. It is stealth advertising and gives the consumer full connection and engagement with the brand. It also demystifies fashion and makes it more real. Today, marketing is all about being in your consumer's life in a real-time way and this is particularly true of fashion and beauty.'
The April issue of ELLE UK is on sale March 6th 2013
Also available as digital edition through Apple Newsstand
To view the images associated with this press release, please visit the following links: