Copenhagen Fashion Week really put itself on the fashion map with its
Scandi-cool brands, sustainable credentials, as well as its ability to
attract all the streetstyle influencers, however, in the wake of the
coronavirus pandemic, with travel bans and social-distanced showcases it
seems influencers stayed away, and so did their much-needed social media
engagement.
This August, Traackr, an influencer marketing and management platform,
tracked 159 influencers, who mentioned Copenhagen Fashion Week 349 times,
with an engagement rate of 1.44 percent, according to data from the company
from August 1 to 12.
Compared to Copenhagen Fashion Week in January 2020, there were 55
percent fewer activated influencers and 73 percent fewer influencer
generated posts, resulting in 87 percent less engagement.
Commenting on the drop in social engagement, Evy Lyons, vice president
of marketing at Traackr said over e-mail to FashionUnited: “Covid-19 has
further heightened the fashion industry’s challenges, which have been
brewing for some time. The concept of biannual fashion shows and releasing
collections only twice per year has been considered anachronistic for some
time now.
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“It’s evident in the data that fewer influencers are engaging in CPHFW
and audiences are similarly not as interested.”
Ganni most talked about brand at Copenhagen Fashion Week
The most talked about brand in the lead up to the event and during
Copenhagen Fashion Week was Ganni, added Traackr. The brand, which hosted
an exhibition-by-appointment showcase instead of a catwalk show, received
208 posts and 156,000 engagements from 120 activated influencers.
Other top performers included Saks Potts, which had the highest
engagement rate of 4 percent, which Traackr explained indicates “very
strong content efficiency” and Baum Und Pferdgarten, who had the highest
influencer advocacy of 2.9 percent (posts/influencer) and overall had 77
posts by 27 influencers.
Lyons, added: “One trend we’ll see more of are brands partnering with
influencers for their upcoming drops or launches, offering more flexibility
and styling options for consumers, ultimately breathing new life into how
designers will get in front of their customers.
“Because Covid has been an accelerant in so many ways, it’s forced the
rigid fashion industry to take part in revamping its approach, and Fashion
Week will be no different.”
Image: courtesy of Ganni