Justin Bieber Helped Calvin Klein Win NYFW on Social Media
Thanks to his shirtless 'Fashion Rocks' moment
Though none of us (aside from a few screaming Beliebers) wanted to see Justin Bieber get naked at last Wednesday's Fashion Rocks, the crowd-booing moment has apparently helped one fashion brand win on social media. According to WWD, Calvin Klein won on Twitter during New York Fashion Week when the brand received the most retweets (7,217, to be exact) during the pop star's shirtless moment at Fashion Rocks.
The label's runway show — which saw the likes of A-listers Rooney Mara and Sarah Jessica Parker, as well as star blogger Chiara Ferragni in the front row — also outpaced its competitors with larger social media followings, including Michael Kors and Marc Jacobs. Based on a study by Fohr Card, an online fashion blogger directory, the bloggers it tracked created 494 posts surrounding the presentation, which generated 9.7 million impressions.
Even though Michael Kors has a bigger social following than Calvin Klein, Fohr Card co-founder James Nord noted that "More people are talking about Michael Kors, but they aren’t getting people with a lot of reach to talk about them."
CK may have won on Twitter, but MK still led the way on Instagram with its 2 million followers, receiving the second-most-liked Insta (after Victoria Beckham) in addition to the most-liked Facebook post, based on Shareablee's data.
The lesson here? Appearances by half-naked celebs — however brief (get it?) — get a brand noticed on social media.