Social stats from #LFW

This London Fashion Week was the most social yet, with over 225,000 online conversations, according to insights firm Precise.

It almost goes without saying the volume of chatter would be up on previous seasons, but it’s good to see that figure has reportedly almost doubled in a year. Better yet, over 95% of the posts overall were positive.

A few more interesting stats:

• Burberry led the way with over 21,000 mentions on Twitter, Facebook and blogs. Referenced in over one third of them however, was the presence of One Direction pop star Harry Styles

• Topshop meanwhile garnered 10,000 mentions, followed by Vivienne Westwood with 3,000

• Lady Gaga’s appearance at Philip Treacy’s show generated over 5,000 mentions in association with LFW, while Treacy himself only attracted 3,000

• When it comes to emerging labels, the two winners on social were Mary Katrantzou with over 2,700 comments, and House of Holland, with over 2,500

*Precise’s research is based on keyword analysis of every English language social media post created during LFW, followed by a qualitative examination of a sample of posts

Topshop show generates over 200m exposures

The Topshop Unique show held during London Fashion Week yesterday promised to offer consumers a social, customisable and shoppable experience through its live-stream on Topshop.com.

The result? A reported 2m people tuning in from over 100 countries across multiple platforms and devices.

Here’s a summary of some of the rest of the facts and stats from the event:

• A total of 200m people were said to be exposed to images and content from the show, in the main because of its “shoot the Show” tie-up with Facebook, which allowed consumers to share images straight from their video stream

• #TOPSHOP and #UNIQUE both trended globally on Twitter thanks to live-streaming through the platform for the first ever time, and a “tweet-off” invented by Topshop asking for followers to send in 140-character reviews

• Topshop also partnered with Elle magazine for a Tweetwalk that saw images shared live from backstage over Twitter on both accounts moments before they hit the runway

• The result saw Topshop.com clicked on by over 120 countries

• More traffic was generated to the site from the USA on one day than in its entire history. This was highlighted as particularly exciting in a week were the brand has opened 15 new stores in the country through a partnership with department store Nordstorm

• The “Customise the Catwalk” shoppable element of the initiative resulted in pieces selling out from the new collection within an hour

• Make-up products were also purchased during every minute of the show