TopShop is fashion’s most social high street brand

TopShop has been revealed as fashion’s most social media savvy high street brand, according to a London Fashion Week study.

The report looked at River Island, TopShop and Whistles. While TopShop was by far the most social brand it was River Island and its celebrity hook-up with Rihanna that ensured it accounted for three times more buzz than rival TopShop.

This was despite TopShop’s far larger social media presence overall. The brand has four times as many followers on Twitter and more than 10 times the number of followers on LinkedIn, according to the Salesforce Marketing Cloud report.

Rihanna’s tweets around her new River Island collection were a key driving force for the brand’s social engagement. However, 27% of River Island posts were negative, compared to 3% from TopShop overall, while negative posts about TopShop and Whistles were negligible.

The analysis of the “most hated” in the report focused on River Island, which attracted significant negative attention (3% of posts overall, 27% of posts about the show). While some said the collection was “trashy” or “porny” and too “flimsy” or “revealing” others found it to be “underwhelming” or “predictable”. The most prominent negative point was about the ‘Rihanna for River Island’ collection.

While each of Rihanna’s tweets attracted re-tweets of between 2,000 and 5,000 she drove some negative sentiment from fans. Some felt that she should stick to singing, others felt she shouldn’t be at LFW in the first place, and expressed a preference for “real” design talent. Some said she was not a “real” designer, and pointed out that LFW should be about up-and-coming British designers.

 

TopShop found that celebrities attending or endorsing their shows diluted the conversation and drew attention away from the looks and trends.

However, the company’s “model cam” attached to TopShop models Cara Delevingne and Jourdan Dunn, which captured their view of the show and backstage antics, increased attention.

At the River Island show there was mixed opinion about the models. While some were pleased to see more dark-skinned models on the catwalk, others were critical of the size of the models, who some perceived to be too skinny.

Overall TopShop was by far the most “social” of the three high street brands. It tried new things and made their work as interactive as possible. One example was its link-up with Google+ where it has almost one million fans, miles ahead of its rivals.

TopShop’s “model cams” were also praised for giving fashion fans an insight into what was going on backstage. The live stream included a feature where viewers could take their own photos of the show, which made it very easy for people to share their favourite looks.

 

TopShop’s already significant social media audience meant that it was more able to justify its investment in making LFW more social than the other high street brands.