As announced last week, in occasion of the Milan Fashion Week 2016, we launched #InstagramFashionIndex, the first social media performance observatory dedicated to Fashion Brands that participate in the Milano woman’s fashion week from February 24-29 .
We monitored daily their activity on Instagram, drawing up rankings on the basis of key performance indicators: total interactions, chat-based, new followers, unique authors, hashtags and engagement for the post. At the end of the event, we elaborated a comprehensive analysis covering the Instagram accounts' performance during the 6-day event.
Through this analysis Instagram has proved to be one of the most popular channels in the fashion world. During Milano Moda Donna, six day event fashion brands involved were very active, posting an average of 31 posts each and producing 10 million of total interactions. The success of the event is also thanks to the great activity of the National Chamber of Italian Fashion Instagram account. They kept followers up-to-date with 94 posts dedicated to the fashion shows, backstage and celebrities, managing to collect more than 35 thousand interactions.
Among the 69 fashion brands considered, 64 have an Instagram account, and the overall best performer was Gucci, who conquered the pole position in terms of engagement (2,2M total interactions) and new followers (103,5M). #AlessandroMichele and #GucciFW16 are among the top hashtags used by the community.
The top three brands for engagement are completed with, Prada and Versace: Prada published at a high frequency, sharing content dedicated to their new project #premonition (78 post). Versace was very successful thanks to numerous photos depicting the international supermodels, accompanied by the hashtag #VersaceCelebrities.
Fendi is runner up for unique authors, reaching its peak of authors (2,8mila) on February 25 with a picture starring the supermodel Kendall Jenner (50M Followers). Gucci triumphed for number of new followers, but Marni racked up the highest growth rate among its community during the analysis period, coming out on top for engagement during the fifth day of runway shows.
The official event hashtag #MFW received more than 4 million interactions, while the most engaging content was a photo of Leonardo DiCaprio dressed in a by Tuxedo Giorgio Armani, during the night of the Oscars. In general, the fashion brands's posts dedicated to the #Oscars gained a lot of attention from the Instagram users.
If you would like to receive more information about the Instagram Fashion Index, please contact us here.