American Marketer


Increased Instagram interaction at New York Fashion Week

September 12, 2014

Fashion week hashtags Fashion week hashtags


A lot of Instagram action occurred at the New York Fashion Week this year according to an analysis completed by Curalate, a marketing and digital suite for the visual Web.

With more than 115,000 Instagram images during the week, the event saw much more interaction than February’s fashion week. By creating an analysis, Curalate is able to determine the interaction between fashion and social media as well as create data for future fashion week events.

Incredible Instagram
Data was gathered between Sept. 4 and Sept. 11 using the hashtags #NYFW, #MBFW, #FashionWeek, #NewYorkFashionWeek, #NYFashionWeek and #MercedesBenzFashionWeek. Across these six hashtags, 115,912 images were shared.

A greater social interaction was seen by the 10,631,076 likes and 212,095 comments that occurred. These were across 44,927 unique Instagram users.

The total engagements during the week were 10,843,171.

Compared to the fall/winter 2014 fashion week in February, the spring/summer 2015 shows saw much more participation.

Fashion week instagram

Fashion week hashtags on Instagram

There was a 25.54 percent change between the total images shared across Instagram users between the two weeks. More than a 100 percent change in likes and an even higher total of comments occurred.

The 35 percent change in unique users from last season’s shows demonstrates the increased importance of Instagram among fashion brands. This has also been verified in the increased use of Instagram in marketing techniques.

L2 Think Tank’s social media report made the case that Instagram was beginning to outstrip veteran platforms because of its proliferating and attractive user base, high engagement levels and ecommerce conducive format.

Visual commerce company Olapic collaborated on the report with insights, such as user-generated images presented on brand Web sites increase conversion by 5 to 7 percent and boost average order value by 2 percent. Luxury fashion brands such as Michael Kors, Burberry, Louis Vuitton and Marc Jacobs have emerged as dominant Instagram players, suggesting that Instagram is ideal for an “evolved form of window-shopping” (see story).