Its been almost a month since Paris Haute Couture Week, and yet we're still not over the hoopla - especially the frenzy it took on over social media networks all over the world! As previously established on Fashionbi's last webinar 'Fashion Week: The Brands Battle on Weibo', fashion events have a serious pull on social media presence. But apart from taking advantage of the extra mileage events promotions can gather, how else can fashion brands make the most of it on social media?
In this aspect we gathered a study regarding the impact of celebrities during Paris Fashion Week Haute Couture.
As per our study taken from a major brands Chanel, Dior, and Armani, celebrities do have an impact on a stronger social media presence.
Chanel Haute Couture
For instance, on Chanel's part, their Twitter account was well represented by fashion show goers, who tweeted and posted about the event itself. A particularly successful play by Chanel was posting videos from their twitter account. Notably, the video with celebrity interviews regarding the Haute Couture show got a lot of traction, and was very well received . Apart from that they posted photos of their favourite celebrities who attended the show, like Milla Jovovich.
Apart from this, fashion magazines as well had taken the Chanel Haute Couture show into the spotlight by tweeting about the event from their official twitter accounts. Vogue, In Style, Elle, the Telegraph, and many others played a special role in the event.
Over into the East, Weibo-ers were also handed a nice treat with this photo from the Chanel Haute Couture catwalk. On the catwalk, we have a group of Paris-Asian faces and Chinese models who have made it big in the international modeling industry. One name in particular that seemed to get a lot of traction was model Sun Fei Fei, along with Ho Sui, Ming Ming Xi, and Ju Xiaowen.
Dior Haute Couture
Dior as was also able to get significant traction on the Twitter account with posts, from magazine twitter accounts. But apart from that, one notable development was the spreading of photos of celebrities who had attended the event, like Olivia Palermo and Jennifer Lawrence.
Olivia Palermo as well, tweeted about the show with photos from the catwalk - which also gained mileage for the brand, with the socialite's twitter followers.
As for Weibo, it was quite similar as Chanel with their notable post of this photo with Asian models on the catwalk. A fan favorite is yet again, Sun Feifei, Huang Xiaomeng, and Ming Ming Xi. Photos with celebrities Jennifer Lawrence and Olivia Palermo also came out on Weibo, despite their being more popularly known in the western side of the world.
Armani Prive
While Giorgio Armani S.p.A. did not have as much tricks up their sleeve, as Chanel did. The Armani Prive Haute Couture show was also being buzzed about on celebrity social media. Some notable tweets on the matter are these posts by E Online, the Huffington Post, and Women's Wear Daily.
From China, we have this post on the official website with Chinese supermodel Shu Pei Qin, which as well got significant traction.
While Giambattista Valli was not as active as Dior, Armani and Chanel, they were also tweeted by magazines like Vogue France, Vogue UK, and Women's Wear Daily.
As you can see, celebrities are a big deal in the fashion scene. Whether their helping you promote, engaging with your accounts, or even just simply seen attending your event - the social media effects are amazing! Fashion brands can take advantage of this knowledge by investing more energy on attracting celebrities on social media, in order to get maximum exposure. This study only emphasizes again the high importance of fashion events for social media, and on a more important note, also the high relevance of celebrities interaction and what that can bring for your online strategy.
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