the impact of digital influencers

during

THE IMPACTOF DIGITAL INFLUENCERS

01// CONTENTS

INTRODUCTION

GUESTS: WHO ARE THEY?

GUESTS: WHERE ARE THEY FROM?

TOP GUESTS

INFLUENCING SHOWS

TOP FOUR INFLUECNERS AT NYFW: MEN'S 2016

INFLUENCERS GEOGRAPHICAL REACH

POTENTIAL WORLWIDE REACH

INFLUENCERS POTENTIAL IMPACT

INSTAGRAM: KEY SOCIAL NETWORK AT FASHION SHOWS

THREE KEY CONCLUSIONS

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This content has been created by Launchmetics,

an influencer marketing company created by the

Fashion GPS and Augure merger. We’ve analyzed

attendees from New York Fashion Week: Men's

Fall/Winter 2016 shows, looking specifically at

their social media impact throughout the world.

The data is sourced from GPS Events, capturing

fashion week attendee statistics and processed

by Augure’s influencer marketing platform. This

content was produced in partnership with CFDA

with the aim to provide brands and agencies with

a clearer picture of the changing landscape in

fashion coverage.

NYFW: MEN'S F/W 2016

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INTRODUCTION

GUESTS: WHO ARE THEY?

GUESTS: WHERE ARE THEY FROM?

TOP GUESTS

INFLUENCING SHOWS

TOP FOUR INFLUECNERS AT NYFW: MEN'S 2016

INFLUENCERS GEOGRAPHICAL REACH

POTENTIAL WORLWIDE REACH

INFLUENCERS POTENTIAL IMPACT

INSTAGRAM: KEY SOCIAL NETWORK AT FASHION SHOWS

THREE KEY CONCLUSIONS

02// INTRODUCTION


Since the advent of social media, analytics on the impact of digital

channels have become key. This is particularly relevant for the fashion

industry. This study examines the notion that social media is

increasingly replacing traditional advertising as a forum to promote

fashion. To that end, influencers- i.e. on Instagram, twitter and blogs are

at the focus of fashion brands. Who are these influencers who can

reach millions of followers and fans, and how can brands find them? At

the same time, what role does traditional media play in this new world?

We have placed the “influencer” at the heart of this study to better

measure their contribution to the success of a brand.






03// GUESTS: WHO ARE THEY?


The data confirms the continued relevance of traditional media which

makes up 33% of all invited guests. However, the number of online editors

and bloggers is on the rise and now accounts for another 33% during

NYFW: Men’s and is growing. Will the online sector outgrow traditional

media and eventually make it obsolete? According to the study, blogs and

social media can coexist with traditional media. Digital versions of fashion

magazines have become a powerful extension of a print asset while pure

digital players like WhoWhatWear, Man Repeller, and Business Of Fashion

have served has a compliment to these. Other Retailers

InstitutionsPR, Mkt & Communication

Stylists

CreativesPhotographersBloggers

TV journalistsOnline journalistsJournalists

2%

14%

2%

4%

6%

1,5%

5%

5%

1%

27%

33%






04// GUESTS: WHERE ARE THEY FROM?


New York Fashion week: Men’s drew a larger percentage of American

editors and buyers, although there was also significant attendance from

the UK and Japan.

NON US GUESTS

US GUESTS COMPAREDTO INTERNATIONAL GUESTS

76%

NYC declared

11%

Other countries

13%

USA (cities and general)

4%

Australia3%

Beijing+HK

56%

Western Europe

6%

Russia

18%

Japan

1%

India

4%

Latin America

5%

Canada4%

South Korea






05// TOP GUESTS


Overall, editors accounted for the highest number of invitations sent

out. Compared to the first NYFW: Men’s in July 2015, the number of

editors specializing in menswear was on the rise for the February 2016

shows. Editors received more than 10 invitations per season. By

contrast, bloggers were invited to only 2 or 3 shows.

638 tweets966 followers

921 publications 2371 followers

WENDELL BROWNSENIOR FASHION EDITOR AT ESQUIRE

6980 tweets15.2K followers


NICK SULLIVANFASHION DIRECTOR OF ESQUIRE.

EDITOR OF ESQUIRE’S BIG BLACK BOOK


608 publications 47.8K followers

WILLIAM BUCKEY FASHION DIRECTOR AND PHOTOGRAPHER AT MR MAGAZINE



JEAN PALMIERISENIOR EDITOR AT WWD

EMILY MANNINGASSISTANT EDITOR AT I-D MAGAZINE

No Social Media presence






06// INFLUENCING SHOWS


The industry is facing the second iteration of the digital era. Digital

influencers are no longer considered newcomers, but are now seen as

acclaimed voices that brands and retailers listen to. With social media

and digital technology has come the ability to disseminate images in

real time. Fashion has become globally accessible. To that end, the

power of the consumer and the runway show are being reevaluated.

This was the focus of a study the CFDA conducted with the Boston

Consulting Group in March 2016. Several designers have tested the

idea of in-season relevancy, among them, Rebecca Minko� in February,

as well as Tom Ford and Burberry in the fall. In-season relevancy is likely

to elevate the role of the influencer and potentially to drive business for

brands.






The industry is facing the second iteration of the digital era. Digital

influencers are no longer considered newcomers, but are now seen as

acclaimed voices that brands and retailers listen to. With social media

and digital technology has come the ability to disseminate images in

real time. Fashion has become globally accessible. To that end, the

power of the consumer and the runway show are being reevaluated.

This was the focus of a study the CFDA conducted with the Boston

Consulting Group in March 2016. Several designers have tested the

idea of in-season relevancy, among them, Rebecca Minko� in February,

as well as Tom Ford and Burberry in the fall. In-season relevancy is likely

to elevate the role of the influencer and potentially to drive business for

brands.

07// TOP 4 INFLUENCERS


SOCIAL FOOTPRINTOF THE GUESTS

18.6K followers

20.5kfollowers

JULIE GILHARTINDEPENDENT

84.9Kfollowers

VANESSA FRIEDMANNEW YORK TIMES & INYT FASHION DIRECTOR

44.1K followers

28.3kfollowers

THE FASHIONISTOBLOGGER

10.8K followers

25.2kfollowers

ANDREW BEVANTEEN VOGUE’S STYLE DIRECTOR








GEOGRAPHICAL GLOBAL REACH (BASED ON THEIR COMMUNITIES)

Africa Middle East and North Africa

Eastern Europe and Caucasus

Caribbean and Latin AmericaAsia

Western and Northern EuropeUS and Canada

2% 2%2% 2% 1%

69%

22%

JULIE GILHARTINDEPENDENT

12%

3% 2% 2%

31%

34%

16%

THE FASHIONISTOBLOGGER

7%2% 2%1%

13%

64%

11%

ANDREW BEVANTEEN VOGUE’S STYLE DIRECTOR

8%

4% 2% 1%

24%

48%12%

VANESSA FRIEDMANNEW YORK TIMES AND INYT FASHION DIRECTOR








POTENTIALWORLWIDE REACH

55338

Usa

681

Caribbean

2358

Middle East

3184Africa

7391

Australia andNew Zealand

11724

Western Europe

12965

Eastern Europeand Russia

13208

Asia

14333

Latin America

16298

Canada

Calculating the geographical reach for social influence is strategic for

entering new markets.

The top four influencers of this study collectively amass more than 60K

unique followers.








POTENTIALWORLWIDE REACH

Take a look at the countries where these influencers have the highest

amount of impact.


Canada

USA

Carribean

Latin America

Eastern Europe and Russia

Western Europe

Middle East & Magreb

Africa

Asia

Australia & New Zealand





11// INSTAGRAM


KEY SOCIAL NETWORKAT FASHION SHOWS

Instagram, the ubiquitous photo sharing social network, has become the

uno�cial platform for the fashion industry. A recent report from digital

think tank L2 found that Instagram by far drew the most engagements

on social media during New York Fashion Week. Pulling from our

technology, the data shows that during NYFW: Men’s F/W 2016, there

were approximately 55,000 comments, 2.79 million likes and 21,400

publications actively engaging on Instagram. We can conclude that

Instagram serves far more than just an “image sharing” network, and is

an advantageous platform to create relationships with users.

However, despite the data, many of the more influential Instagrammers

are still not invited to the major fashion shows compared to traditional

media. Brands can now take advantage of tools to seek and engage with

the right Instagram influencers to amplify their collection. Identifying

influencers and establishing Instagram as a first point of contact with a

consumer can help inform demand and engage consumers.






*data collected from Feb 1st-4th

FASHION WEEKSHOW HASHTAGS

12// INSTAGRAM


Comments

Likes (x100)

Posts


#NYFW

#NYFW + #

NYFWM

#NYFW + #

NYC

#NYFW + #

MENSWEAR

#NYFW + #

fash

ion

120000

10000

80000

60000

40000

20000

03771434358

21392

8739633113

1722412105

11099

5173054842

7599085157

2797261

54992

8537

4358

11099

51730548425157





4358

11099

51730548425157


13/ /INSTAGRAM

#NYFW POSTS WITHMOST COMMENTS


Description text.More description text...

User Name

comment followers1419 671k

@nyledimarco

4358

11099

51730548425157

@balleralert

comment followers394 1.5M


@balleralert

comment followers343 1.4M@songofstyle


@balleralert


@offtherailsmag


@balleralert


@rankiejgrande





Description text.More description text...

User Name

comment followers60676 671K

@nyledimarco



@balleralert

likes followers35068 635k@aidanalexander


@balleralert


@heyclaire


@songofstyle

comment followers24695 2.8M@menwithclass

14// INSTAGRAM

TRENDING POSTSAFTER 24H HASHTAGGED #NYFW







15// THREE KEY CONCLUSIONS ABOUT NEW YORK FAHION WEEK: MEN’S

Traditional press is still relevant despite social media’s strides in the

fashion world.

Online and o�ine media are coexisting and collectively reaching larger

audiences than ever before. We can infer that online media will

continue to grow in importance, but traditional print will continue to

serve as an authority on trends for the general public.

Targeting the right audience will be the challenge for both mediums.

Precise targeting capabilities will be the next big thing for marketing,

especially in influencer discovering. Localization of audience,

characterization and qualification will reinforce the power of big data

and analytics.

Social networks are quickly becoming a key focus for analytics. Among

them, Instagram leads as the top channel for image distribution. By

analyzing and optimizing these channels brands have the opportunity

to boost their image and drive ROI.

01 0203






Traditional press is still relevant despite social media’s strides in the

fashion world.

Online and o�ine media are coexisting and collectively reaching larger

audiences than ever before. We can infer that online media will

continue to grow in importance, but traditional print will continue to

serve as an authority on trends for the general public.

Targeting the right audience will be the challenge for both mediums.


In collaboration with

Want to discover more about fashion intelligence?www.launchmetrics.com

We help brands from concept to consumer.Our software and data insights enable brands to accelerate their launch into the marketplace and build strong and lasting exposure through the activation of the influencers that matter for their

audience.





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the impact of digital influencers

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