Thursday, 21 February 2019 11:18

Mary Katrantzou - best LFW brand at Instagram

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Mary Katrantzou - best LFW brand at Instagram Photo by Katka Pavlickova. Unsplash

Instagram is a key promotional channel for fashion brands of all sizes.

Not only can they showcase their collections and demonstrate which celebrities love their clothes, since the launch of last year’s shoppable posts people can buy direct from their favourite label’s Insta feed.

Instagram fashion label engagement is super-powered by red-carpet posts and celebrity fans wearing the clothes. Beyond this, video and canny use of the Story and 'Shoppable' capability are key in keeping followers involved.

Red Hot Penny scored 73 brands/designers showing at London Fashion Week (LFW) in February 2019. The brands’ Instagram activity was scrutinised and ranked, using follower numbers, post engagement rates, use of Stories and Shoppable posts/links to their e-commerce sites.

Topping the analysis is ‘Queen of Print’, Mary Katrantzou (@marykatrantzou), the label’s Instagram feed has an engaging mix of lookbook shots, catwalk imagery, as well as sharing posts from her celebrity fans wearing the clothes including Beyoncé and Adele. The recent Victoria’s Secret collaboration is also showcased and created buzz.

DAVID KOMA (@davidkomalondon), known for statement, red-carpet friendly dresses came in second. Its use of borders to create a modern, curated aesthetic made the feed feel editorial, and videos of its catwalk shows drove strong engagement. Other high performing Instagram brands are ERDEM (@erdem), ALEXACHUNG (@alexachungstagram) and newcomer Shrimps (@shrimps) known for its fun faux-fur creations.

Burberry (@burberry), the prestigious British fashion house, and global fashion power-brand came sixth, Now under new Chief Creative Officer Ricardo Tisci, a designer with a glamorous ‘neo-gothic’ aesthetic has brought a new strong direction perfectly played out on Burberry’s Instagram feed.

More established fashion labels, with timeless fashion heritage, and household name recognition, perhaps aren’t leveraging Instagram to the fullest, Vivienne Westwood (@viviennewestwood) came 13th, Aspinal of London (@aspinaloflondon), 12th, Roland Mouret (@roland_mouret), 15th, and Pringle of Scotland (@pringlescotland) 17th.

Christopher Kane, who boasts celebrity followers such as Victoria Beckham and Chloe Grace Moretz, failed to impress, finishing in 20th. Its feed was bland and made no attempts to establish a clear identity. Dark, low quality images were unable to create a strong engagement rate. The clothes were also rather ordinary, lacking the wow factor that many other brands and designers bought to their feeds.

Russ Powell, Red Hot Penny says “Instagram is a powerful tool for designers, allowing them to bring their vision direct to their fans. Unlike much of the fashion business, doing Insta well is not dependent on financial firepower. Success arises from combining aspirational content with inspirational vision and sharing with your followers. Smaller labels can build substantial followings through creativity and knowing their customer.”

He continues “Brit designers are missing what potentially could be a powerful revenue stream, most are still not posting directly 'shoppable' posts. Those brands using Instagram well are bringing the imagination they show on the catwalk to their feeds.”

Russ adds, “With many fashion lines posting challenging financial results, those with a digital first approach, coupled with quality products sold at a fair price are doing well. For example Burberry posting an 8% share price increase last year and despite all the publicity fall out, Ted Baker saw a 12% increase in retail sales during December.”

Here’s the top twenty best brands at Instagram attending LFW:

RANK

Brand or Designer

Followers

E.R.

Total Score (out of 5)

1

Mary Katrantzou 

497,000

2.00%

4.551

2

DAVID KOMA 

156,624

2.33%

4.347

3

ERDEM

491,000

0.84%

4.211

4

ALEXACHUNG 

169,000

1.46%

4.157

5

Shrimps

184,103

1.17%

4.116

6

Burberry

13,600,000

0.23%

4.048

7

OSMAN 

35,100

4.47%

4.007

8

Jenny Packham 

352,000

0.72%

4.007

9

Anya Hindmarch 

359,000

0.52%

3.844

10

RIXO 

155,277

0.99%

3.817

11

JW Anderson 

737,000

0.18%

3.667

12

Aspinal of London 

96,600

1.04%

3.586

13

Vivienne Westwood 

1,400,000

1.93%

3.578

14

Peter Pilotto 

271,000

0.39%

3.572

15

Roland Mouret 

162,000

0.55%

3.490

16

Molly Goddard 

164,000

2.45%

3.415

17

Pringle of Scotland 

32,665

1.66%

3.368

18

House of Holland 

112,000

0.42%

3.191

19

Malene Oddershede Bach 

3,060

4.34%

3.055

20

Christopher Kane 

452,254

0.60%

3.021

The LFW analysis is a follow-up to Red Hot Penny’s study, The Social Scorecard, which examined the state of the UK’s largest high street fashion brands and how they performed on social media. Street-style favourite Dr Martens (@drmartensofficial) was found to be the best high street brand at Instagram, with its mix of street style shots, user generated content and the latest from its collections and lookbooks.

(All data was captured in January 2019.)

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