Milan Fashion Week seen by social media: Giorgio Armani the most loved, but the revenge is for emerging and niche brands

Not just catwalks. Also this year the show of the Milano Fashion Week has gone from social networks. The fashion shows, in fact, are also broadcast on the screens of our smartphones: the web, and especially social media, are more and more channels to tell about fashion and involve people.

But what were the leading brands on social media during this Milan Fashion Week? What are their most engaging contents? Who have been the most active influencers, with the most passionate followers?

This is what InfleadInfluencer Marketing Intelligence platform, wanted to analyze, monitoring during the days of Milan Fashion Week – from 22 to 28 February – the Instagram profiles of the big fashion brands and influencers engaged in the busy calendar of Milanese fashion shows, evaluating who had the most visibility and who created the most engagement between users.

“We conducted the analysis on Instagram, which is confirmed as the most loved social network by fashion enthusiasts and thanks to which fashion brands make themselves known and acquire new customers. It is precisely on Instagram that most of the contents relating to Fashion Weeks are shared and where the highest levels of user involvement are recorded “, he explains Giovanni SpinelliCEO & Co-founder of Inflead.

The main data emerging from the Inflead analysis

Giorgio Armani records the highest growth in terms of engagementnamely interactions, especially in terms of comments: compared to the average performance of its contents, the contents posted during the fashion week recorded an increase in the comments of the 310%. The decision to take a step back and send a message of solidarity to the Ukrainian people with a “silent” parade was also particularly appreciated by its social media audience. The post on Intagram of the show was by far the one that received the most comments.

Through an analysis that calculates the average engagement of the brand, obtained by adding likes and comments to the contents during the week in question, Inflead has drawn up a Top 10 fashion brands with greater visibility on Instagram.

  • Gucci
  • Prada
  • Versace
  • Jimmy Choo
  • Fendi
  • Bulgari
  • Palmangels
  • GCDS

C’è poi la Top 10 dei marchi con i follower più coinvolti, che vede la rivincita dei piccoli designer. Questa analisi calcola l’engagement rate più alto, il numero di interazioni (like e commenti) rapportato al numero di follower. I risultati mostrano come in alto alla classifica troviamo brand più piccoli, di nicchia, ma con un forte coinvolgimento degli utenti:

  • Christian Boaro
  • Tu Lizè
  • Plein Sport
  • Sunnei

La Milano Fashion Week è stata raccontata e commentata non solo dai brand, ma anche da una folta schiera di influencer. Ma chi sono gli influencer più attivi? E quali i loro contenuti più coinvolgenti? Chiara e Valentina Ferragni, senza dubbio. Se rapportiamo però il numero di interazioni al numero di follower, emergono anche nomi meno popolari ma ugualmente “efficaci”:

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