I numeri social della moda nel 2015

Instagram has a key role in the fashion system, and that was clear since its debut in 2010.

The most followed profiles have always been the ones of fashion houses or popular people of the industry, while the brands have gradually understood that a post published by the right person at the right time can have more consequences on the market than the ones a 4 zeros advertising page on a paper magazine could have nowadays.

In the chart compiled by Brandwatch – the website that monitors and analyzes the major trends of the new media – Chanel and Dior resulted as the strongest brands in the social world. Two French houses that, in spite of their unattainable and snob allure, keep on representing a dreamlike ideal for millions of people all over the world.

Calvin Klein, Louis Vuitton, Ralph Lauren and Tiffany & Co follow, in chronological order. It could seem an exclusive match Paris vs New York, but at number 8 we finally meet the first Italian brand, Gucci, of course thanks to the new wave of popularity to attribute to the house’s new creative director Alessandro Michele. Curiosity: Prada appears only at number 16, preceded by Fendi at 14 and followed by Versace at 22.

It’s also interesting the calculation in terms of media visibility developed these days by Dazed & Confused concerning Balmain latest show. The magazine revealed that, besides the 1.3 millions of followers on which the brand’s IG account counts already, the success of the profile during fw has derived from the choice of putting on the runway some of the most popular models on social media nowadays: Kendall Jenner, Gigi and Bella Hadid, Alessandra Ambrosio, Doutzen Kroes, Lily Aldridge, Joan Smalls and Jourdan Dunn.

The Dazed algorithm asserts that the total reach of the girls instagram accounts amounts to 66,313,434 (more than the UK population) and that, added to the one of head designer Olivier Rousteing and to the one of the brand itself, would be around 70 millions people. Considering then that every person present at the show took at least one photo/video of the event and shared it through their social channels, we are in front of an audience of 80 millions people. Figures that, if multiplied for the number of likes and shares on the social media give dizziness. In other words, an impressive marketing operation.

The rules for success in 2015 are now clear: more followers, more visibility, more hype, more sales. And to think that Céline doesn’t even have an instagram account…