Burberry still the buzziest brand in LFW hive

Burberry held onto its crown as the most buzzed-about brand at London Fashion Week—but other LFW labels ratcheted up their games to become true digital conversation-starters over the recent shows.

Data-based trend crunchers Editd analysed more than 17 million tweets and thousands of social media updates during LFW, using the data to create infographics illustrating the buzz around designers, themes and prints.

The five most talked-about designers ‘by volume of buzz’, said Editd, were Burberry (by a mile), Topshop Unique, Issa London, Mulberry and Stella McCartney. ‘Kate Phelan’s stylist’s eye cannot be underestimated,’ the analysts wrote of Unique’s rise.


Why does it matter? Because knowing the trends early can help retailers and brands determine what should make it onto their shelves six months from now.

‘These days, everyone is talking about every show instantly,’ Editd Editor Katie Smith explained. ‘Live-streaming shows and other measures have broadened the audience beyond front-row critics. We harness that volume of information, a great resource to tell brands and retailers what will sell next season.’


Merely tweeting about a designer or a trend isn’t sufficient to gauge how the viewer really feels about said designer or trend. So Editd analysts also detect the sentiment of a tweet to determine how positively the military, Russian, or checked trends resonate with the shopping public. The ‘vintage’ theme attracted 31% positive buzz, while checks were more popular, with 58% approval.

‘People are spotting the trends and getting specific, which is great for us because it adds to the wealth of information we have to work with,’ Smith said.

‘One of the key things we keep saying is that brands need to get online, get social, get digital. The conversation about the brand online is going to happen. To be in charge of that conversation is the key thing.’

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