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Celeb packed front row helps House of Holland steal the show online at London Fashion Week

London Fashion Week Spring/Summer 2014 has been hailed a resounding success for the fashion industry.  And it's not just those at the shows who have been interested in what is happening.  With a heady mix of the unveiling of the latest designs, the hectic show schedules and which celebrity has made it onto front row, it is of huge interest globally - and it appears that the UK's fashion conscious audience can't get enough of what is going on.

According to content discovery platform Outbrain, which works with over 100,000 sites worldwide and generates more than 100 billion recommendations per month:

  • The UK's consumption of Fashion Week content was heaviest on the 14th September, reaching 2.2% of total UK page views
  • When it comes to peak content in the UK consumption on an hourly basis in, we see the highest surge in page views on Sunday 15th September at 10pm.
  • Among consumers in the UK, House of Holland was the most popular designer at 28% of total page views, followed by Stella McCartney at 23% and Julian Macdonald at 17%.
  • In terms of number of stories published, Bora Aksu, the Turkish designer who kicked off London Fashion Week, was the most popular designer (featured in 17% of fashion week headlines that mentioned designer names), followed by Vivienne Westwood at 12%, Mulberry at 11%, Temperley London at 10% and Stella McCartney at 4%.
  • In terms of page views around the world, Stella McCartney was the most popular designer globally (accounting 32% of total global page views on London Fashion Week designer stories), followed by Bora Aksu at 21% and House of Holland at 13%.

Simon Edelstyn, Managing Director, Outbrain Europe comments on the findings: "The industry has already passed its judgement on London Fashion Week; however what is significant from this data is is what the UK public have found most interesting.  Despite not being written about the most, Henry Holland stole the show as the designer with the most page views - perhaps due to his killer combination of designs and who he had on his front row - including Harry Styles. Online is an ideal home for the fashion world, which is fuelled by desire to know The Next Big Thing and its ability to instantly share all that is going on behind-the-scenes of Fashion Week."

 *How we pulled the data:

We pulled the total number of page views in our network on September 8th - 15th 2013 to use as benchmarks against page views of London Fashion Week stories published during this date range. We determined which pieces of content were related to London's Fashion week by the titles and the publish date. The analysis compares the number of page views on these pieces of London Fashion Week content to the full Outbrain network benchmarks. Additionally, the study looks at the distribution of page views among the stories that mention designers in the headline to determine the relative popularity of the London Fashion Week designers. 

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Posted in Member news
20thSep 2013


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