Michael Kors wanted to stand out during one of the fashion industry’s highest exposure events—the 2016 Fall New York Fashion Week. But, competition was tough as luxury fashion brands dominate social media with a stream of creativity, innovation, and celebrity. In order to make sure they were building buzz and winning social share of voice on its runway day, Michael Kors turned to ListenFirst to measure their success across social channels.
INDUSTRY
Retail
CHALLENGE
Outperforming the socially engaged competition
Articulating their success internally and externally (press)
SOLUTION
Benchmarks that allowed them to see in real-time where they are relative to the competition
Industry highlights and trending timeline of NYFW events, paired with consumer reactions
Data and insights that they could share internally and externally to tout their success
RESULTS
Michael Kors was the fan favorite at NYFW, with the #AllAccessKors campaign dominating social media the entire week
Thanks in part to assembling the best fashion talent in the world, and with an “easy American fashion” collection that was widely praised by both consumers and the press, Michael Kors had its most impressive NYFW performance yet across social
As soon as the show kicked off, fans swarmed to Michael Kors’ social presences to catch a glimpse of the new collection and watch the likes of top models walk the runway
As a result, the brand saw a massive increases in engagement across Facebook (+322%), Instagram (+426%), Twitter (+205%), and YouTube (+11,266%)
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