Pitti Uomo is the most important International event for menswear and men accessories collections and for the launch of new men fashion projects. On the occasion of the 91st edition which took place in Florence last 10 – 13 January 2017, we monitored the online global performance of the event considering its official hashtags and keywords.
The four-day show generated on social media more than 56K posts and 5M interactions. Instagram was the source with the highest number of posts (80%), followed by Twitter (13%) and Facebook (4%). Instead, in terms of total engagement, Instagram collected almost all the interactions, 97%.
The most popular of all the Pitti’s official hashtags used during the event was #PittiUomo with 28K mentions, followed by #pitti used 7,3K times and #pu91 with 6K mentions. The hashtag which expresses Pitti’s theme #pittidanceoff, instead, collected a less more than 3K posts.
A high number of unique authors have participated in the conversations around Pitti Uomo 91 and precisely 27K users, among which 59% were male and 41% female. The most engaging author was the influencer and model Lucky Blue Smith with 172K interactions, who published the most successful post in terms of likes and comments:
There are surprisingly two women among the Top Influencers, following the American model: the italian web influencer Ludovica Valli who conquered 144K interactions and the italian model Federica Nargi with an engagement of 122K interactions.
Lastly, concerning the fashion brands’ performance, it emerges that Tommy Hilfiger, thanks also to its brand ambassador Lucky Blue Smith, was the most engaging: 126K interactions with only 9 posts. Second place for Napapijri, the most active with 39 posts and an engagement of 48K interactions. Third place for Furla and its campaign #FurlaModernMan: 34K interactions and 16 posts.