Burberry is ‘top of the Tweets’ at London Fashion Week, study shows


Burberry has topped a list of the most tweeted designers at London Fashion Week, according to an analysis by Hotwire PR, which examined the key trends driving conversations around the show.

The study reveals that designer’s use of fashion technology played a key role, with social media proving to be a hotbed for innovation.

Hotwire’s Insights & Analytics found Burberry’s collection was tweeted about most, racking up more than 16,000 tweets on Monday and around 22,000 in total. Burberry capitalised on this interest by making some of its collection available to order through Twitter’s click-to-buy button.

Topshop missed out on the top spot, coming second in the league of most tweeted designers, with more than 9,000 tweets in total. The retailer generated a flurry of tweets by partnering with Facebook and Instagram to offer fans a sneak peak of some of its collection before it debuted on the catwalk. Before the models hit the catwalk, more than 7,600 tweets were posted about Topshop’s SS15 collection, making it the most anticipated designer at this year’s Fashion Week.

House of Holland secured a Top 10 place after partnering with virtual fitting room firm Metail to give fashion fans the ability to ‘try on’ clothes as soon as they appeared on the catwalk. After entering a few measurements, shoppers could see what they’d look like in House of Holland’s latest collection and pre-order items. More than 2,000 tweets were posted about the brand.

Celebrity favourite Hunter also had Twitter firmly in its sights. Hunter teamed up with Grabyo to tweet video clips in real-time, helping it to amass more than 1,200 tweets on Saturday and over 1,700 tweets in total, making Hunter the thirteenth most tweeted designer overall.

Emma Hazan, deputy managing director at Hotwire PR, said: “For the first time, Fashion Week was more high tech than high fashion, with designers embracing the latest innovations on and off the catwalk. While many technologies are already being rolled out in-store and online, our research shows the huge potential that innovation in retail has to excite and entertain shoppers. Fashion retailers must now follow suit, as technology plays an increasingly important role in influencing and enabling consumer purchases.”

Despite courting controversy by calling for Scottish independence during Fashion Week, Vivienne Westwood failed to grab a place in the Top five list, settling for the sixth spot behind Julian MacDonald.

Top 10 most tweeted about designers at London Fashion Week

Ranking Designer Tweets
1 Burberry 21,958
2 Topshop 9,108
3 Tom Ford 4,165
4 Marchesa 3,933
5 Julian MacDonald 3,889
6 Vivienne Westwood 2,284
7 Erdem 2,128
8 Temperley 2,097
9 House of Holland 2,096
10 Mary Katrantzou 2,023