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Lowe's sees biggest social media lift from New York Fashion Week
Sep 22, 2020
Brief:
Lowe's was mentioned in social media posts during New York Fashion Week more often than the top designers who presented their collections at the semiannual event. With Lowe's providing backdrop furnishings for runway shows, social media users mentioned the home improvement retailer 8,600 times, according to data that social media analytics firm Talkwalker emailed to sister publication Mobile Marketer.
The other most mentioned designers and brands included Christian Siriano (4,100 times), Jason Wu (2,000), Mercedes-Benz (1,500), Instagram (1,400), Michael Kors (1,200), YouTube (1,200), Burberry (975), Ana Sui (914), Ralph Lauren (787) and Tom Ford (754), per Talkwalker.
Total mentions of New York Fashion Week declined from a year earlier because of pandemic disruptions. The term "FashionWeek" and this year's #FashionGoesHome hashtag were mentioned 82,000 times, generating 432,000 engagements. By comparison, social media users last year mentioned the event 484,000 times on its first day alone, Talkwalker found.
Insight:
Lowe's was the big winner on social media during New York Fashion Week, though the semiannual event experienced significantly less engagement because of the pandemic. With models wearing face masks, virtual experiences and runway shows bereft of celebrity attendees, Fashion Week was less glamorous this year. The public mood also is more somber amid worries about the health crisis and its negative effect on the economy.
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