Armani
Critics’ picks1
Armani
2.
Roberto Cavalli3.
Alberta Ferretti4.
Dolce & Gabbana5.
Fendi2.
Moschino3.
Dolce & Gabbana4.
Gucci5.
1.Marni1.
Social favorites2Milan Fashion Week: Insiders vs. InfluencersThe opinions of social influencers and fashion critics aren’t always cut from the same cloth, and our analysis of the social chatter surrounding Milan Fashion Week proves it. Social sharers didn’t always agree with fashion insiders’ top designer picks, meaning retailers and brands need to pay attention to all sources to know which designers’ racks consumers will be running to next spring.
Social sentiment analysis gives brands and retailers the full picture of what’s hot – and what’s not – when it comes to fashion. Listening to all outlets of information can give retail operations insights they can use to create compelling customer experiences catered to current tastes.
1Weighted ranking that aggregates commentary about the best designers of Milan Fashion Week published by the top six fashion Web sites. 2Weighted ranking based on favorability, net sentiment, and number of mentions of data from SAP social media analytics.
Social media analytics solutions from SAP offer social intelligence, management, and monetization opportunities for brands and retailers. Analyzing structured and unstructured data from various social media platforms and forums can lead to actionable insights into consumer behaviors, preferences, and trends.
Stay on top of the #MFW scene. Follow @SAP_Retail and #SAPFashion.
Social media analytics solutions from SAP offer social intelligence, management, and monetization opportunities for brands and retailers. Analyzing structured and unstructured data from various social media platforms and forums can lead to actionable insights into consumer behaviors, preferences, and trends.
Stay on top of the #MFW scene. Follow @SAP_Retail and #SAPFashion.
Fashion in ColorWhich colors caught people’s eye at Milan Fashion Week? We analyzed the social conversations to find out.
While social sharers gave plenty of positive attention to black and white during Milan Fashion Week, the reds and oranges saw fewer conversations and mixed reviews.
Knowing all shades of consumer social media sentiment can help retailers and brands keep up with the changing colors of each fashion season.
BLACK & WHITE
3,428
BLUES
2,633
METALLICS
2,294
PINKS
1,993
REDS/ORANGES
1,521
NUDES
1,070
PURPLES/BURGUNDY
560
NET SENTIMENT
MENTIONS
REDS/ORANGES
37%
GREENS
0%*
*0% indicates neutral sentiment
METALLICS,BLACK & WHITE
98%
PINKS,BROWNS,PURPLES/BURGUNDY
100%
BLUES
92%NUDES
99%
BROWNS
331GREENS
291
Fashion Week Movers and MentionsThe collections at Milan Fashion Week gave people plenty to discuss, although being the most talked-about designer didn’t necessarily equate to being the most favored among social media commentators, as our analysis found.
Social media analytics solutions from SAP offer social intelligence, management, and monetization opportunities for brands and retailers. Analyzing structured and unstructured data from various social media platforms and forums can lead to actionable insights into consumer behaviors, preferences, and trends.
Where there were conversations, there was approval during the Milan Fashion Week. Moschino’s runway show had people talking the most, and though they liked what they saw, several other designers’ styles appealed to them even more.
Retailers and brands need to not only know which designers people are talking about most; they also need to understand the meaning behind those mentions in order to provide the products that may increase customer loyalty, market share, and, ultimately, share of wallet.
Stay on top of the #MFW scene. Follow @SAP_Retail and #SAPFashion.
Mo
sch
ino
12
,34
0
Arm
ani 1
1,76
1
Fen
di 9
,62
8
Do
lce
& G
abb
ana
8,5
61
Gu
cci 8
,13
2
Most Talked-About Designer(Mentions)
Arm
ani 1
00
%
Fen
di 1
00
%
Alb
erta
Fer
rett
i 10
0%
Do
lce
& G
abb
ana
99
%
Ver
sace
98
%
Most Favored Designer(Sentiment)
Fashion Week Show-StoppersWe analyzed the social conversations throughout Milan Fashion Week to give you the runway rundown.
Social media analytics solutions from SAP offer social intelligence, management, and monetization opportunities for brands and retailers. Analyzing structured and unstructured data from various social media platforms and forums can lead to actionable insights into consumer behaviors, preferences, and trends.
When it comes to fashion, one day you’re in, and the next you’re out. Retailers and brands know how quickly style trends can change. Consumer social media analysis can enable companies to keep the pulse of fashion in real time and manage their inventories accordingly.
Stay on top of the #MFW scene. Follow @SAP_Retail and #SAPFashion.
We
dn
esd
ay
Th
urs
day
Frid
ay
Sat
urd
ay
Mo
nd
ay
Social chatter peaked for the week before Moschino took the runway, with 2,889 mentions and 100% sentiment logged before the show.
7:00P.M. CET
SEPTEMBER 17-22, 2014
Anticipation was high for Gucci’s runway show on day one of Fashion Week, but social sharers didn’t like everything they saw as sentiment dipped to 88% during the show.
The Versace show generated the greatest buzz of the day as mentions spiked to 2,550 with universal approval.
7:00P.M. CET
2:00P.M. CET
Milan Fashion Week ended on a high note: Social media sentiment hit 100% at 12 p.m. for the final show.
12:00P.M. CET
Su
nd
ay
Anticipation was high for Dolce & Gabbana: 2,348 mentions and 100% sentiment were logged at the start of the show.
2:00P.M. CET
Who Are You Wearing?The answer matters, so brands and retailers should be paying attention. Based on our analysis, celebrities carry quite a bit of influence when it comes to consumers’ social conversations about brands.
Social media analytics solutions from SAP offer social intelligence, management, and monetization opportunities for brands and retailers. Analyzing structured and unstructured data from various social media platforms and forums can lead to actionable insights into consumer behaviors, preferences, and trends.
Brand awareness can be clearly affected by the celebrity company it keeps. Retailers that want to stay on top of the fashion trends need to pay attention not only to the brands consumers are mentioning in their social conversations, but also to those brands that celebrities are wearing to know which looks consumers may want to copy soon.
Stay on top of the #MFW scene. Follow @SAP_Retail and #SAPFashion.
Top Brand-Driven Chatter(% of mentions with brand reference only)
Alberta Ferretti
Marni
Roberto Cavalli
Gucci
61%
60%
59%
57%
Top Celebrity-Driven Chatter(% of brand mentions with celebrity reference)
Versace
Moschino
Fendi
Armani
84%
79%
74%
60%
From the Runway to the Retailers’ Stores
The styles that struck a pose on the runway may not necessarily be the fashions that stick in the minds of consumers. Companies that are able to analyze consumer social sentiment are likely to have a better understanding of what looks might win customers’ loyalty in the long run.
Our analysis of the social media conversations during this year’s Milan Fashion Week offers five insights into how retailers and brands can use social data to their advantage:
Keep up with consumers’ changing tastes to create more engaging experiences and offer more relevant options.1.
2.
3.
4.
5.
To see all of our social sentiment analysis of Milan Fashion Week, visit: http://ow.ly/Bcmpw
Better predict what colors will be catching the eye of consumers each season to manage inventories accordingly.
Understand not only what styles and brands consumers are talking about but also how they feel about them to better predict consumer behaviors.
Track your brand or the brands you carry through the eyes of the consumer to know who and what is influencing their fashion choices and how.
See the complete picture of fashion trends with detailed insights into the who, what, and where that can guide business strategy.