"To stand out, the most effective strategy is to sequence the three -step speaking" Patrick Calmels, Twitter.
To develop this analysis, the Twitter Next team, which supports creative agencies and brands in the development of campaign strategies, analyzed all of the tweets linked to the last Fashion Week.By being the place of public conversation, Twitter is the largest focus group in the world and the tens of thousands of tweets linked to Paris Fashion Week SS22 allow the following four trends to be released.
First of all, "fashion by appointment": the physical parades resumed and the houses used Twitter to invite their audiences to watch and comment on their shows on the platform.Valentino, for example, offered users to love an invitation tweet in order to be notified when the live started.
Insight "everything except boredom" shows how the Twitter audience has enthusiastically welcomed the spectacular experiences offered by the houses.There are for example 37 million views for the Louis Vuitton parade and its futuristic reissues.
And when the different passions of our audience intersect, the volumes of conversations explode.For example, if the universes of K-pop and fashion already shared affinities, the houses are today increasingly curious in order to better understand the interests of their audiences, thanThese are series, gaming or podcasts.This is what the third trend in the study, called "K-Pop always, but not only".
Finally, the "fashion contamination" illustrates how, beyond classical collaborations, the hybridization of universes and the creation of original projects have passionate: Balenciaga and Fortnite, Gucci and Balenciaga with the Hacker’s Project, #Fendace bringing together Fendi and Versace...Listening to these conversation allows luxury players to keep time in advance!
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