[SMK] Social Media Knowledge


A Facebook focus on fashion

Facebook IQ has rounded out its article series of trending fashion across the UK, France, Germany, Italy, Spain, and the US to inform fashion retailers and boost campaigns.

Facebook gets spiffy

After sifting through Facebook conversations, Instagram posts, and trending hashtags, Facebook is using AI to analyse posts across six countries to single out key words and associated terms in fashion.

The result has been the discovery of trends and shopping priorities circulating sustainable fashion across the world. The goal is to suss out the peaks and valleys in clothing and accessory shopping.

Unsurprisingly, Christmas sees the greatest peek in fashion dialogue, Halloween is second with costume related discussion, and the day of the week to see the most talk on fashion: Saturday.

The speed of fashion not always top priority

Fashion retailers have relied on making new clothes as quickly as possible, in reaction to new styles. But research has shown priorities differ from country to country.

US mentions of fashion on Facebook are associated with terms such as “errands” and “mall”, in contrast to Germany which associates words like “walking” and “strolling,” for example.

With something as simple as inclement weather, Britain will turn to discussions of outerwear while Germany and Spain are more likely to discuss handbags. France, Italy, and US will focus on shoes.

Furthermore, Europeans tend to engage 5X more with fashion related photos on Instagram, compared to North Americans. Globally, women make up 70% of fashion groups while men make up 30%. 

How do you feel these numbers stack up? Are you surprised by the statistics? Let us know what you think in our comments section.

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