e-commerce mobile

Smartphones: Still third choice for fashion shopping

smartphones fashion
Topshop Unique

We’re buying more and more fashion on our smartphones these days but it seems laptop and desktop computers, as well as the tablets that we use to browse while lounging on our sofas, are still our favourite devices for actually spending.

A new report from e-tail personalisation platform Nosto, based on data from 700 vendors, shows that m-commerce accounts for 51% of all online spend across categories, but for fashion, we’re still more likely to buy via a traditional computer or tablet.

And we spend more per order on other devices. UK shoppers’ average fashion order value (AOV) via smartphone was £89 in the first half of the year compared to £116 on desktop/laptop and £107 on tablets.

While some commentators seem surprised/frustrated at this, I’m not particularly shocked. Personally, I buy on my laptop, my tablet and my phone, depending on the circumstances. But if I’m in the comfort of my living room, buying via a smartphone is the last thing I’d do. And given that most of my fashion purchases are done from the sofa, then I’m a confirmed laptop/tablet shopper.

My phone is more of a device for research – shooting photos, making price comparisons while in-store and so on. That makes it a crucial omnichannel tool and with Nosto saying mobile bounce rate is the highest of any device and time on site is also the lowest, it seems many people feel the same way.

However much investment e-tailers put into their smartphone apps and however tech-tastic smartphones get, it makes sense that consumers will use a large screen over a small one when they’re able to when shopping for items as personal as things we’re going to wear.

And that seems to be the attitude across Europe. Consumers in the Nordics and France spend more via smartphones (£101 and £96 AOV respectively) while in Germany it’s £88 and in Spain £81. But with those figures not too far different from the UK’s, it seems the laptop/tablet bias is fairly universal.

That said, fashion m-commerce via smartphones is growing fast and will continue to do so for the foreseeable future. But whether it will ever become the primary channel for fashion spending (especially higher value transactions) is still open to question.

Nosto said mobile accounted for 29% of all UK fashion web traffic in the first half, a rise from 22% compared to H1 2015.

This post first appeared on, a style-meets-business blog by journalist, trends specialist and business analyst, Sandra Halliday.

data product technology

Wearable tech’s future: Beyond fitness trackers to $160bn in 10 years

The wearable tech market will be worth $160bn in 10 years

Have you noticed how the hype around wearable technology has died down lately? A couple of years ago you couldn’t move for some expert predicting that we’d all be talking into our jackets and lighting up the room with our jeans.

So has wearable tech gone from being the Next Big Thing to Yesterday’s Thing? Not at all, in fact a new report shows how its NBT status has evolved to make it a much more nuanced market and one that’s set to grow fast.

The wearable tech market is currently worth around $30bn but will hit $160bn in the next 10 years, the report from IDTechEx says. On the way, it’ll be worth $40bn in the next two years and $100bn by 2023.

Not that it’s going to achieve all that just on the back of the fitness trackers and smartwatches that currently dominate the market. After all, the former category has proved popular but prices are relatively low, while the latter hasn’t exactly grabbed mass consumer imagination just yet.

What’s needed is for wearables to expand into other areas of our lives and IDTechEx says it will do just that. It believes there will be almost 40 product sub-categories in the next 10 years, including fitness trackers, smartwatches, connected clothing, smart eyewear (particularly important because of augmented reality and virtual reality), medical devices, smart patches, headphones, and hearing devices.


At the moment, just about every wearable tech device relies on a smartphone to act as the hub, and it will continue to do so for some time. But IDTechEx also says that “all of the largest manufacturers now look to a future, where the hub itself may become wearable”.

We’re already seeing some signs of this with devices like Samsung’s Gear S2 not relying on a smartphone to make calls and Google’s upcoming Android Wear 2.0 having more independent functionality too.

Report author James Hayward said: “Fuelled by a frenzy of hype, funding and global interest, wearable technology was catapulted to the top of the agenda for companies spanning the entire value chain and world.

“This investment manifested in hundreds of new products and extensive tailored R&D investigating relevant technology areas. However, the fickle nature of hype is beginning to show, and many companies are now progressing beyond discussing wearables to focus on the detailed and varied sub-sectors.”

So what does all that mean for the future? Well based on those sub-categories that IDTechEx lists, we still won’t be talking into our jackets or lighting up room with our jeans in the next decade. But it does seem than wearable tech will work its way into our lives in many different areas.

This post first appeared on, a style-meets-business blog by journalist, trends specialist and business analyst, Sandra Halliday

Editor's pick mobile

Snackable shopping is changing the mobile commerce scene as users buy little and often


It’s said that we check our phones on average up to 85 times per day. We do so in bed, on our commutes, in the office, in front of the TV, even while we’re on the toilet. We’re doing so to browse content and connect with friends of course, but increasingly we’re also doing so to shop.

Mobile commerce jumped 56% to $49.2bn in the US in 2015, which is double the previous year’s growth, according to comScore. While desktop sales were still substantially higher at $256.1bn, growth slowed to 8.1% from 12.5%.

“Mobile devices are driving demand,” Andrew Lipsman, a comScore vice president, told The Wall Street Journal. “They can create an impulsive buying moment at any point in the day because they are with you all the time, right in your pocket.”

It’s on that basis that retailers are seeing consumers increasingly making a number of quick and cheap purchases throughout the day, rather than gathering things in their baskets and buying all at once. Referred to as “snacking”, this new mode of commerce places the smartphone as an “all-day impulse aisle”.

Speaking at the FashTech Summit in London last week, Daniel Murray, co-founder of shopping app Grabble, noted a similar trend. Grabble originally had a traditional cart, or basket, in place that would gather items users wanted to buy, but no one was then actually making their purchases. “We ripped [the basket] up and did it item by item instead,” he explained. “If you ask a user, they say they want to add everything to a basket, but then they do that and abandon it. They’d see a £300 bill and decide they don’t want to buy it after all. Now we have users who compulsively repeatedly buy item after item.”

It’s a straightforward concept; a matter of psychology convincing people to purchase little and often rather than shelling out huge sums. But Murray says it’s also about simplicity in the process. “If there’s any friction, then there’s going to be a problem with conversion. You have to make the experience as simple as possible, otherwise you miss out.”

Grabble has made the steps in between wanting to buy and completing checkout as short as possible in order to enable it.

This “snacking” particularly takes place in apps, rather than the mobile web. For retailers however, app visits are an ongoing battle – stats from Forrester demonstrate US and UK consumers now spend more than 88% of their app time on just five downloaded apps. Within that, aggregation apps and platforms like Facebook and WeChat that provide content and services in one contextual stream, are the most-used. “As an app, you have an existential crisis every day of why you exist on [consumers’] phones,” Murray noted.

Yet eMarketer shows US consumers spent 3 hours and 5 minutes a day using apps last year, compared to 51 minutes surfing the mobile web. In 2016 that’s expected to increase a further 10 minutes for apps, and stay at 51 minutes for mobile browsers. To be one of those top five then, is about creating consistently relevant needs for consumers.

The ability for push notifications helps, especially if targeting a younger consumer. According to messaging app Kik, which particularly appeals to US teens, users are three times more likely to open a notification than they are an email.

Retailers have to become increasingly savvy about how they position such updates however, sharing content that appeals to and not bugs the user on what’s considered their most personal device, said Murray. A savvy combination of geo-activated messages, right time rewards, and more personalised offers and content, are routes to success thanks to the data collection such apps now enable.

But it’s that simple one-click purchase to satisfy an always-on culture of snackable shopping, that’s making the real difference.

e-commerce mobile

Fashion beats computers to biggest share of US e-spend for first time

Our smartphone addiction is helping to drive e-sales upwards, says ComScore
Our smartphone addiction is helping to drive e-sales upwards, says ComScore. Image via

It’s official, shoppers spent more money online on fashion than on computer hardware for the first time last year. Well, American shoppers did, making fashion now the biggest e-commerce category in the US, with the rise of m-commerce and free shipping deals helping to push the growth.

Consumers bought $51.5bn of fashion goods online in 2015 compared to $49.9bn spent on computers, tablets and accessories.

It’s worth pointing out though that ComScore, the specialist that tracks online activity and that provided the figures, includes the expected clothes, shoes and bags in its fashion category but also adds-in make-up.

OK, I’m sure you can see some issues with these figures. After all, if make-up was stripped out of the fashion category and mobile phones were added-into the computer category (which would be fair given that we all go online via mobile these days), the picture would have been very different.

But it does show just how important fashion (and beauty) is/are to overall e-commerce growth.

ComScore said that digital sales for fashion and for computers both grew last year, but fashion was up 19% with the aforementioned free shipping and m-commerce being key. That makes sense – the option of not having to pay for shipping a couple of shirts or a dress, and being able to order them quickly from your smartphone seems very appealing. It might not be as relevant/appealing when spending $500 on a piece of computer equipment. As a result, e-spending on computers only rose 5.3%.

ComScore’s Ada Lella said people are getting more comfortable with making “small purchases” online and that the percentage of e-sales with free shipping is growing.

But what’s also growing fast is the percentage of e-sales via mobile. Shopping from phones and tablets rose to $15.6bn in Q4 of 2015 compared to $10.7bn a year earlier and this is benefitting items like T-shirts, jeans and lipstick rather than laptop computers or iPads.

In fact, ComScore said that mobile is the growth driver, and desktop (which includes laptops) is fast turning into a “secondary touchpoint” for a large percentage of US digital shoppers.

ComScore says mobile now accounts for 65% with apps key to that usage. Not that desktop/laptop is on the way out as the majority of transactions still take place there as the $15.6bn m-commerce figure shows.

What it all highlights is that omnichannel is key. OK, I hear you say, we know that! But do we really? Many companies still focus on desktop as the main channel for their investment spend. And while many also put money into mobile and apps, I’m shocked at how often I see references to this being a cost-effective investment because it’s “cheap”.

This post first appeared on, a style-meets-business blog by journalist, trends specialist and business analyst, Sandra Halliday

e-commerce mobile social media technology

Brave new tech world: Shoppers want it all and soon

Rebecca Minkoff's in-store digital mirror
Rebecca Minkoff’s in-store digital mirror

We’ll all be using augmented reality (AR) and Bitcoin to buy products by 2020. Really? Well, that’s what some people in a 1,000-plus-person survey of UK consumers seem to think.

Not that the numbers were that huge but they were big enough to take note of. So, by 2020, 20% expect to see contactless digital payments extending from their current form to take in digital currencies like Bitcoin, 16% expect to be able to download products and 3D print them, 15% would like to use AR to try before they buy and 14% are hoping drone deliveries can get off the ground (pun intended).

So just who are these digital optimists? Infomentum’s new Beyond Digital, What’s Next for Businesses in 2020 report spoke to a sample of office workers – those permanently connected individuals collectively (and annoyingly) referred to as Generation C.

What the survey found is a quantifiable level of expectation that technology would continue to impact their work lives and their shopping lives in a relatively short time frame.

What it also found is that for the present, we’re all online a lot, we expect a good experience at the very least and if we don’t get it we’ll bitch endlessly on social media.

The report revealed that 83% of those Infomentum spoke to use smartphones to access the internet, 75% use laptops (but for less than five hours a day) and 65% use tablets. The dear old desktop computer doesn’t even seem to get a look-in.

Of course, what those figures don’t tell us is the kind of browsing they’re doing. But while the chances a lot of smartphone browsing sessions are as much about on-the-spot research as serious buying, the fact that this research was done largely to look at people’s working lives shows just how far the smartphone has come. The fact is, a lot of people are using their phones for business-related browsing too.

Retail dilemmas

When we’re researching online, we’re often looking not at retailer sites but at free content sites and that’s where retailers often try to reach potential customers with banner ads. But one thing we don’t want to see when we’re browsing content is… yes, you guessed it, banner ads. The number objecting to such ads is increasing and now stands at 62%.

The report also offered up are some scary (and enlightening) figures for those retailers not getting the online experience right:

  • 77% of people would leave a website immediately if they struggle to access it
  • 89% will talk about negative experiences on social media, although 96% would share positive experiences
  • 55% don’t bother speaking to customer service staff if they have problems
  • 76% say clear navigation is a key web feature
  • 60% are impressed by overall speed and loading times (so anyone with very ‘heavy’ pages should be thinking twice there)
  • 51% are impressed by effective search functionality

This post first appeared on, a style-meets-business blog by journalist, trends specialist and business analyst, Sandra Halliday

social media

Social media by the numbers: the big fashion week trends


With the autumn/winter 2016 fashion week season now behind us, it’s time to run the numbers, crunch the stats and crown the social media winners and losers of the month.

Or try to…

Conflicting data and contradictory reports on brand statistics are published daily during New York, London, Milan and Paris, making it increasingly difficult to compose an accurate picture of exactly what’s what. But, equally they enable lots of thought around social media trends in general and which way the industry is moving with what it uses, favours and finds the most success on.

Given the hot debate currently underway around whether designers should move to in-season, consumer-facing shows or not, lots of this sort of information counts. So here’s a breakdown of what you need to know:

Instagram continued to dominate

During New York Fashion Week (NYFW), 427,000 images were shared on Instagram, generating more than 113 million social engagements (likes and comments), according to Traeger Communications. Year-on-year, this is a 47% increase in images and a 30% increase in engagements, proving that Instagram continues to be a powerful medium for brands that want to join in the fashion week conversation. Natalie Massenet, chairman of the British Fashion Council (BFC) added during London Fashion Week (LFW)’s launch that “97% of the BFC’s designers questioned in a survey were on Instagram”.

Designers embraced Snapchat to reach Generation Z

Snapchat exploded across fashion month, hitting all four fashion weeks in a big way. Social media uptake usually filters down through New York and London before reaching Milan and Paris a couple of seasons later, but the fashion industry couldn’t afford to ignore this trend. New designers joining included Tommy Hilfiger, Marc Jacobs, Mulberry, Gucci, Dior and more. “11% of social media activity around Paris Fashion Week (PFW) was attributed to Generation Z,” reported influencer engagement platform Zoomph, pointing in the direction of Snapchat particularly. Keen to establish brand loyalty with the next generation of consumers (Gen Z is considered to be anyone born after the mid-late 90s), brands used Snapchat to reach this sought after demographic where they already live. Snapchat’s core users are 13-24 years old.

Twitter is still relevant but sees less engagement

Contradicting general consensus, Zoomph reported that 98% of social media activity relating to PFW was on Twitter and only 2% on Instagram. Business intelligence firm L2 reported a similar trend during the Tommy Hilfiger show at NYFW. The designer posted 51 images on Instagram compared to 197 tweets. Mind you, much of that may be to do with the nature of the platform – fast-paced comments versus more considered images. Backing that is the fact that Tommy’s posts converted into 920,528 likes and comments on Instagram, while the larger number of posts on Twitter only saw a total of 30,971 likes and retweets in return.

Facebook lost ground but innovative product appeals

The social media platform largely associated with Millennials continued to fall out of favour with the fashion crowd. Facebook activity surrounding NYFW has declined year-on-year since 2014 according to the L2 report. The pay-to-play nature of the platform is said to be the reason why, with brands instead opting to focus resources elsewhere. Facebook is however experimenting in new spaces in a bid to garner renewed attention. Its Facebook 360 product allows users to experience virtual content first-hand by controlling the rotation on it themselves. Refinery 29 shot eight shows at NYFW using the immersive technology.

Others opted for a digital detox

While that debate rages on around fashion weeks transforming into consumer-facing events, others have been rejecting social media altogether. This season, Massimo Giorgetti banned social media from his MSGM show at Milan Fashion Week MFW) for instance, suggesting guests simply enjoy the show instead of watching it through their smartphones. A number of others did the same including Jacquemus in Paris and Mary Kate and Ashley Olsen’s brand The Row in New York. Belstaff also didn’t allow photographs to be taken of its capsule collection with Liv Tyler in London.

Luxury brands were outpaced by savvy collaborations

If they weren’t banning it, they were doing the total opposite and teaming up with celebs in order to hit the biggest numbers of social media instead. Rihanna modelling her own Fenty x Puma collection for instance caused an enormous stir with 140,000 tweets being posted about it, according to Amobee Brand Intelligence. That was nearly 100,000 more than Ralph Lauren achieved in the same time period (47,000) and almost double that of Michael Kors (71,000). By comparison, Kanye West opened NYFW at Madison Square Gardens with his Yeezy season 3 collection to an audience of 18,000. On social media that generated 800,000 tweets.

Supermodels and influencers ruled

Once again the choice of models taking to the catwalk also appeared to be just as important as the clothes on show. High-profile names including Gigi Hadid and Kendall Jenner shared backstage insights with their own millions of followers – the former also doing a stellar job launching Tommy Hilfiger’s Snapchat account. A shot of the duo swapping hair colours for Balmain also exploded, generating the brand 144,000 likes and 3,500 comments. At NYFW, of the top 10 Instagram images by total engagements, eight were taken by models and influencers, including models and social influencers Jay Alvarrez and Alexis Ren, as well as Russian YouTube influencer Kate Clapp, according to data from Traeger Communications.

Kim killed it… again

One step ahead of younger sis Kendall was publicity machine Kim Kardashian West – who once again topped the social media leader boards across multiple platforms. Her promotion of the NYFW official app garnered nearly 800,000 engagements and was the most-successful image on Instagram during NYFW for instance. Kim also won Paris by posting a number of throwback images from the AW15 season as well as a controversial-yet-censored naked shot of herself that commanded a hefty 1.6 million likes.

data e-commerce Editor's pick mobile

Cyber Monday, Black Friday: Big numbers and bigger questions


The intense focus on numbers at this time of year can be rather wearing, not to say confusing. Every day it seems we hear about percentage sales that have gone up or down and billions of dollars or pounds spent in stores, online or via smartphones.

However, what matters as much as the numbers themselves is the story behind them and what it all means for understanding the evolving consumer, for quarterly profits and for future strategy.

Take Adobe Digital Index’s final Cyber Monday tally, which includes some really big numbers. US shoppers, it seems spent 16% more this Cyber Monday than last and sales hit $3.07bn, the first time the day broke through the $3bn barrier in the US.

Discounts, smartphones and stock problems

What drove those numbers? Deeper-than-ever discounts, according to Adobe. Whether that’s good news or bad will become clear when November same-store sales reports and Q4 earnings reports are released. For a fashion industry trying to get consumers used to paying full price, discount-driven higher sales could be a double-edged sword that boosts revenue but also slices through margins. We’ll have to wait and see on that one.

Smartphones also helped make the numbers bigger. A lot of browsing was done via mobile and Adobe said 26% of actual transactions were via mobile devices.

But one factor that didn’t drive sales was the huge out-of-stock problem. I’ve already reported news that 15 out of every 100 products returned ‘unavailable’ messages on Monday. That’s no surprise given that, at 17%, US online sales between Thursday and Sunday outpaced Cyber Monday’s 16%. Americans spent around $8.03bn on those four days with the average order worth over $135 leaving many virtual shelves empty by end-of-play on Sunday.

Physical stores

OK, we know online sales exploded. How did that affect trips to physical stores? Store visits in the US were, unsurprisingly, down 10.4% on Cyber Monday, ShopperTrak said, falling to (an albeit huge) $20.43bn.

And a shift in the balance towards online was a key a characteristic of the whole shopping weekend. Over 103m people in the US shopped online over the four-day weekend but under 102m shopped in-store, the National Retail Federation said.

Obviously, lots of people are still shopping in physical stores but with the numbers going down, we could see some major rethinks in retailer initiatives next year.

What did they buy?

Back with that $3.07bn Cyber Monday number, key product categories were dominated by electronics and toys, aided by average discounts a little over 20%. Fashion certainly wasn’t the top priority and I’ve seen some contradictory reports about how the category performed Thursday-through-Monday either in stores or online. But there were some interesting stats released this morning.

We’ve already highlighted figures from Lyst on this site showing that where people were buying clothes and accessories, the big success story wasn’t partywear as might be expected, but loungewear. Consumers snapped up those comfortable pieces that they could buy any time of year but that came with hefty discounts attached. Not convinced? Lyst data showed 13% more purchases of slippers than stilettos, 43% more sweatpants than miniskirts, and three hoodies bought for every blouse.

The report also cited a focus on luxe loungewear with cashmere socks, luxury pyjama styles, high-end onesies and blanket scarves all popular. Apparently, Acne’s oversized Canada scarf sold out in minutes across all of Lyst’s global retail partners.

What does this mean for partywear? With many prices now back to ‘normal’ levels after the Black Friday/Cyber Monday frenzy, stores must be hoping that shoppers won’t delay their party purchases too long or panic discounting could hit closer to Christmas.

Future focus

Analysts at the moment don’t seem to be worried about the high level of discounting with NPD’s Marshal Cohen saying “businesses fared better this year because they planned it out better.”

But there’s no denying that for November/December 2016, they’ll need to up their game again and plan even better still. What are the factors to take into account?

  • Sales via smartphone are going through the roof but with sales of tablets at both ends of the price scale (iPad minis and Amazon Fire) surging over the four-day weekend, shopping apps still need to be tablet-friendly.
  • Laptop and desktop shopping has stayed popular and was key for higher value transactions.
  • Consumers are increasingly happy to shop at unsociable hours and this should be encouraged given the amount of website outages at busier times later in the day. Thanksgiving evening and midnight to 07:00 on Black Friday and Cyber Monday are key.
  • In Britain, Black Friday is not seen as a must-do-it day to shop in-store but Saturday is. All the special events retailers lay on won’t necessarily encourage Brits to take the day off when they can head down to the mall for the same bargains just 24 hours later.
  • In-store sales are falling on both sides of the Atlantic but are still high. Retailers need to lay on special events but timing is crucial as such initiatives alone won’t lure people to stores (see point above).
  • E-tailers need to do just what they thought they’d done after last year – work harder to ensure websites don’t crash.
  • They also need to manage inventory more carefully so that fewer goods are out of stock on Cyber Monday.
  • We need answers to the question of how long the Black Friday/Cyber Monday ‘season’ really is. We’ve heard talk of Black Friday Fortnight and Cyber Week. Planning how far in advance to kick off discounts and how long to continue them is crucial.
  • And of course, retailers must get to grips with the problem of maximising full price sales. Eternal discounting may work for some retail giants but for most businesses, margin protection is what’s key.

This post first appeared on, a style-meets-business blog by journalist, trends specialist and business analyst, Sandra Halliday

e-commerce film mobile

Brands need to take greater advantage of the desire for how-to content says Google

How-to content on YouTube is increasingly in demand, according to new research from Google. Searches for topics ranging from the practical (how-to tie a tie), to the creative (how to draw), from style (how to curl your hair with a hair straightener) to cuisine (how to make a cake), are growing 70% year over year, with 100m hours of how-to videos viewed in North America so far in 2015.

The growth is being attributed to mobile technology, with 91% of smartphone users saying they now turn to their phones for ideas while doing a task. Categories trending the most include beauty, home improvement and cooking.


“Being constantly connected has trained us to expect immediacy and relevance in moments of intent—the I-want-to-know, I-want-to-go, I-want-to-do, and I-want-to-buy moments. These micro-moments are the new battlegrounds for people’s hearts, minds, and dollars,” writes David Mogensen on the Think with Google site.

The team is pushing the idea that marketers are too heavily focused on one-way traditional media planned against brand moments and anchored to campaign flights, rather than thinking about and preparing for these personal moments. In doing so they’re missing out on potential for conversion too – data shows with millennials specifically, one in three say they’ve purchased a product as a result of watching a how-to video.

MAC Cosmetics has particularly focused on this how-to content as a means of driving sales in local markets. It partnered with Google on a YouTube gadget in 2014 to allow viewers to shop directly from its “Instant Artistry” video series on its local e-commerce sites. “A user watching our videos in Brazil will engage with a version of the gadget that is entirely in Portuguese and will be driven directly to the Brazilian MAC Cosmetics site to purchase. We have seen fantastic engagement as well as incremental sales on e-commerce that far exceeded our expectations,” says Noelle Sadler, VP of global consumer engagement at the company.

Google’s how-to for marketers

Here are some of the best practices Google suggests in approaching a content strategy built around ‘I-want-to-do moments’:

  • Identify the I-want-to-do moments in which consumers have a need and your brand can play a role. Find these moments across the entire consumer journey and put them at the center of your strategy.
  • What are the questions and concerns people have related to the types of products you sell or the types of projects they are used for? What do people want to learn about them? (Tools such as Google Trends and Google Consumer Surveys can help answer these questions.) Create I-want-to-do content for your website and YouTube channel to serve as resources for them.
  • Look at when how-to searches occur. Are there particular times of day, week, or year when some topics are more popular?
  • Make your videos easy to find by adding descriptive titles, details, and relevant tags to each video. You can also promote your content by TrueView in-stream and in-display, and you can reach the right viewers through affinity, in-market, and topic targeting.
  • Did you reach your audiences? Did they pay attention? What implications did it have on their perceptions and actions? Measurement solutions, such as Google’s Brand Lift, can help answer these questions.
Blocks social media

Burberry won in the Twitter stakes this #LFW


Burberry beat out Topshop on Twitter this London Fashion Week season thanks to the introduction of its #Tweetcam initiative.

The British heritage brand more than doubled the 8,000 tweets attached to its September show, hitting a huge 19,000 mentions between February 20 and 24, according to social analytics company SocialBro.

Its #Tweetcam campaign, which provided fans with a personalised, automated image live from the show in response to tweeting to the brand with the hashtag, generated 7,220 tweets alone.

Topshop meanwhile received 6,100 tweets during the same time period tied to both its show and its #livetrends campaign run in conjunction with Twitter.


Blocks data e-commerce social media

#LFW in numbers: 35 stats to know now


We love us some stats. Here’s a great list released by the British Fashion Council ahead of the start of London Fashion Week tomorrow:

  • £46bn total contribution from the UK fashion industry (including indirect support for supply chain industries and induced spending of employees’ wages)
  • £26bn direct contribution to the UK economy from the UK fashion industry (up from £21bn in 2009)
  • £10.7bn spent on fashion online in the UK (expected to reach £19bn by 2019)
  • £160m media coverage on LFW each season
  • £100m of orders placed during LFW each season
  • 797,000 jobs supported by the UK fashion industry
  • 329,800 mentions of #LFW on Twitter during LFW SS15 in September
  • 120,000 images tagged #LFW on Instagram during LFW SS15
  • 32,000 miles driven between shows by Mercedes Benz chauffeurs
  • 30,000 Lavazza espressos served and 200kg of Lavazza coffee beans used
  • 25,000 bottles of Fiji Water drunk at LFW AW15
  • 16,862 miles travelled by the House of Holland and H by Hakaan Yildirim collections from London to Tokyo, Turkey to London and back by DHL
  • 10,000 hours spent on mentoring LFW designers through BFC initiatives over the last year
  • 5,376 bags of Propercorn eaten
  • 5,000 visitors are expected to attend including buyers, journalists, bloggers, broadcast crews and photographers
  • 5,000 glasses of Scavi & Ray served
  • 3,000 ES Deluxe magazines read
  • 200 makeovers in the Maybelline Lounge
  • 196 countries watched LFW live streams during LFW SS15
  • 190 designers in the Designer Showrooms: including UK and international, emerging and established, ready-to- ?wear and accessories
  • 150 press and buyers staying at the May Fair Hotel
  • 94% of Twitter users aware of LFW and 74% have an interest in LFW
  • 80 Penhaligon’s candles burnt
  • 78 designers showing on schedule this season: 55 catwalk shows and 23 presentations
  • 78% of guests attending LFW plan on tweeting during the event
  • 70% of UK internet users buy clothing and footwear online
  • 61 countries represented by guests at LFW
  • 52 limited edition Swatch watches on-site
  • 51 seconds to walk the length of the catwalk in the BFC Courtyard Show Space
  • 35 hair appointments in the TONI&GUY blow out bar at Somerset House each day
  • 20 American Express Insiders wearing uniforms designed by Osman
  • 20 designers gifted a selection of shapewear and seamless lingerie by Triumph
  • 10 exclusive items designed for eBay (all under £100) available at
  • 9 large scale digital outdoor screens live streaming the Hunter Original show in cities such as London, ?Manchester, Birmingham and Glasgow in partnership with Ocean Outdoor
  • 1 Lavazza airstream café designed by Christopher Raeburn