Meltwater and Twitter release new report revealing how fashion is discussed on Twitter

Meltwater, a global leader in media and social intelligence, released The new era of the fashion industry. This New report based on data from Twitter highlights key fashion industry trends that marketers and advertisers should care about in 2022 and beyond.

Published in partnership with Twitter, this report explores the conversation drivers around the most trending fashion topics on Twitter over the past year, including luxury fashion, meta fashion, handmade fashion, inclusive fashion and retro fashion, and ways brands can stay ahead of the curve when it comes to addressing these conversations.

“To create innovative and impactful marketing strategies, you need to have a comprehensive understanding of your target audience. The The new era of the fashion industry report, developed in partnership with Meltwater, taps into the global fashion conversation on Twitter to identify meaningful insights and emerging trends within the industry,” said Lauren Jenkins, Twitter Official Partner Program Manager. “The information shared in the report provides fashion marketers and advertisers with a solid foundation they can use to shape their future marketing strategies.”

Key trends

• The fashion world is embracing luxury like never before

The past year has seen fashion lovers shed their work-from-home sweats for blockbuster looks meant to be seen and be seen. High-end fashion conversations are flourishing on Twitter and grew by 16.7% between March 2021 and February 2022. other verticals like athleisure, fast fashion and street. style.

Over the past year, conversations about meta fashion have increased by more than 1,500% as the metaverse, virtual reality, and augmented reality have entered the broader cultural consciousness. Across 1 million conversations that reached over 330 million Twitter users, fashion meta-citizens focused on luxury and designer pieces like sneakers, especially when involving brands and well-known and high-end celebrities.

• The prevalence of diversity and inclusiveness in conversation

After widespread calls for more diversity in the fashion industry in 2020 and 2021, the conversation around inclusive fashion has grown 7% in the past six months, averaging 1,400 mentions per day. Our analysis revealed that approximately 77% of the authors of this conversation are writers, editors, designers, creators, bloggers and models. Together, they give voice to the values ​​of this clientele: inclusiveness and innovative style.

Using their industry leading social listening and analytics solutions, Meltwater analyzed over 310 million Tweets to understand the fashion community on Twitter. To learn more about current macrotrends and how to incorporate them into their marketing strategies, marketers and industry professionals can download the full report.

“The insights into The new era of the fashion industry illustrate the value of social listening and analysis. Explore, Meltwater’s AI-powered social listening platform sifts through billions of data points every day and empowers brands, marketers and boards to improve decision-making while ensuring that their marketing strategies remain both

forward-thinking and customer-centric,” said Meltwater Vice President of Partnerships and Product Marketing, Johnny Vance. “By leveraging this type of market research, brands, teams, and organizations can improve their competitive positioning, ultimately enabling an agile marketing strategy that responds to real-time changes in consumer behavior.”

The report was created by Meltwater as part of the Official Twitter Partner Programwhich rewards companies that deliver Twitter data and insights to their customers in sophisticated and impactful ways.