Instagram is in fashion, but who are the social winners at London Fashion Week?
Instagram is in fashion, but who are the social winners at London Fashion Week?

Instagram is a key promotional channel for fashion brands of all sizes – and London Fashion Week (LFW), which kicks off today, is the perfect place to see how fashion brands use it to best effect. So who are the winners on Instagram?

Red Hot Penny, a retail search marketing agency, has carried out and in depth analysis of how designers at LFW are using Instagram, showing which labels are using the platform best. 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.

@marykatrantzou features celebrities such as Beyoncé wearing...