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Lakmé Fashion Week 2016 (LFW), just came to a close with a much talked about finale by couturier extraordinaire, Sabyasachi. With all the glitz & glamour surrounding the events, we saw everyone from Bollywood royalty to high fashion critics, world renowned bloggers & leading publication editors descending upon Mumbai. PropheSee tracked all the chatter surrounding the event and there were some very interesting insights that started to emerge.
The following is an overview of the event, scroll to the bottom for the complete info-graphic.
- While there was more conversation surrounding the event on Twitter, the active interactions & engagements took place on Instagram. What was interesting however to note was that only a few brands capitalized on the daily increase in interactions on Instagram throughout the week. Many who followed their pre planned strategy of equal & replicated content shared across both platforms were left behind by those that managed to create platform specific content, follow dynamic hashtag strategies & spontaneously created content that drove significant growth.
- A hashtag analysis yielded an interesting categorical difference between other global fashion events (think New York Fashion Week, Paris Fashion Week etc.) – here, conversation revolved around celebrities rather than the actual event, designer collections or shows. For example, not including the generic #Fashion tag, the three most used hashtags were #Bollywood, #KareenaKapoorK & #RanbirKapoor.
- All peaks in the most talked about moments revolved around different celebrities closing the shows for various designers. Kareena Kapoor’s closing walk for Sabyasachi during the LFW Grand Finale was the most talked about moment throughout fashion week, generating over 3 times the amount of conversation compared to the second most talked about moment – Shraddha Kapoor’s closing walk for Manish Malhotra.
- Manish Malhotra took center stage as the most talked about designer over the course of the event, followed by Sabyasachi. Ritu Kumar rounded up the Top 5 Most Talked About Designers.
- Among celebrities, the most interesting observation made was the fact that Deepika Padukone was among the Top 5 most talked about celebrities. Why you may ask? Deepika Padukone was the only one who did not walk the runway for any designer whilst every other celebrity did – her inclusion in the Top 5 was based on an overwhelming response to her presence at the Grand Finale where many critics proclaimed her as the best dressed attendee. Some celebrities, such as Jacqueline Fernandez walked for more than one show, and yet yielded less conversation & engagements than Ms. Padukone.
- From a trend specific perspective, the red & gold palette was the most talked about color story, in addition to saris emerging as the predominant silhouette up for discussion. Finally, bridal & floral trends for the fall (surprising!) showed up as the most discussed trend forecasts for this coming fall/winter season.
- Vogue India dwarfed other publishers in terms of content performance on Instagram, garnering nearly five times the total engagements yielded by Pinkvilla’s content – the second most engaged with publisher over fashion week. However, Miss Malini gained the most new fans across social media platforms.
- Bollywood centric publishers (Filmfare & Bollywood Life) garnered the most engagements on Twitter.
- Sponsors: Lakmé experienced the largest growth in social audience over the course of the event & garnered the most engagements across all content shared about LFW. Reliance Trends & Etihad Airways rounded up the Top 3 sponsors across both.
Want more details? Interested in decoding spending strategies on social media by the sponsors or designers? Have questions that are more nuanced than what’s covered here? Just want to chat about how we did this study? We’re always happy to take your questions, write to me at firstname.lastname@example.org and we can get this conversation going. 🙂
THE COMPLETE INFOGRAPHIC: