Fashion season has started. New York Fashion Week took over Manhattan last week, London Fashion Week just wrapped up and the shows are in full swing in Milan. What better way to celebrate the season than by putting two beloved designers—Ralph Lauren and Calvin Klein— head-to-head in this week’s Social Media Face Off.
In order to compare the designer brands, we set up search streams for each brand in the uberVU via HootSuite platform and compared the results from the past two weeks to determine our winner.
Let’s see which brand is working the social media runway.
Round One: Mentions
Ralph Lauren takes the early lead with 134,944 mentions, topping Calvin Klein’s 89,945 mentions.
As you can see on the line graph, both designers hit spikes in mentions. Ralph Lauren’s February 8th spike was due to some Olympic-sized buzz. The Opening Ceremonies for the Winter Games in Sochi aired on February 7th across the globe and social was still buzzing the next day about the sweaters Ralph Lauren designed for Team USA (we’ll keep our opinions to ourselves). Calvin Klein’s spike on February 13 and 14th was due to its ready-to-wear runway show at New York Fashion Week.
Winner: Ralph Lauren
Round Two: Sentiment
Next up we’ll take a look at the sentiment behind each designer’s mentions to see which brand was getting more positive vibes from social. Both brought in a pretty good percentage of positive mentions—29% for Ralph Lauren and 30% for Calvin Klein. Ralph Lauren did have a higher percentage of negative mentions—8% compare to Calvin Klein’s 4% (we’re sure this had nothing to do with the previously mentioned sweaters)—but as always with sentiment, positivity wins.
Winner: Calvin Klein
Round Three: Engagement
With the score all tied up, let’s compare the fashion brands on Twitter and Facebook to see who’s driving the most engagement. Ralph Lauren starts out strong taking the win in both Likes and Shares. Calvin Klein wins in RTs, but it’s too little, too fashionably late.
Winner: Ralph Lauren
Overall Winner: Ralph Lauren
With wins in mentions and engagement we declare the winner of this Social Media Face Off to be Ralph Lauren.