Tory Burch Takes First Place in Social Engagement During New York Fashion Week
Thanks to TikTok, Tory Burch handily won New York Fashion Week when it came to social media engagement, according to ListenFirst, the social analytics firm.
Burch ranked first on the leaderboard with an engagement score of 3.2 million, an increase of 39 percent versus last fall. TikTok’s impact on the brand’s social performance was responsible for 77 percent of owned engagements. For the third season in a row, Tory Burch claimed the title of Most Engaging brand on TikTok.
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This is Burch’s first time in the number one spot. For the past six seasons, Michael Kors has been in the top spot.
This season, Michael Kors came in second place with a 2.3 million engagement score, down 67 percent from last fall. In third place was Calvin Klein at 1 million. Fourth place went to Carolina Herrera at 385,303 and fifth place was Coach at 297,473. Rounding out the top 10 were, in order, Christian Siriano at 127,903, Bode at 124,686, Sandy Liang at 110,167, Thom Browne at 100,167, and Anna Sui at 47,035.
The engagement score is a measure of the conscious click-based actions (likes, reactions, shares and comments), taken either in direct response to a brand’s owned social accounts or by way of organic conversation, including new fans and engagements across social media as well as conversation volume on Twitter. The time frame to measure engagement was Feb. 6 to Feb. 12, and the comparisons are versus last season’s shows from Sept. 6-Sept. 12, 2024.
Last September, the winner in social engagement was Michael Kors followed by Tommy Hilfiger, Tory Burch, Coach and Carolina Herrera, according to ListenFirst. Last February, Kors also came in first place, followed by Tory Burch, Tommy Hilfiger, Coach and Carolina Herrera, respectively.
Burch, who showed Feb. 10 at the Museum of Modern Art, paired TikTok superstar Alex Consani with social media and fashion experts Izzi Allain and Mandy Lee. Consani’s content proved successful, generating 1.6 million engagement alone. Another standout post featured a throwback to last season, with Consani ironically teaching ballet 101 alongside Liana Satenstein while wearing Tory Burch ballet flats. Celebrities such as Amanda Seyfried, Jodie Turner-Smith, Martha Stewart and Alexandra Daddario were interviewed by Tefi Pessoa across social, adding to the celebrities’ amplification. In addition, director Henry Kornaros shot a teaser for the show featuring many influencers such as twins Brigette and Danielle Pheloung.
Kors, who showed at the Terminal Warehouse in Chelsea, leveraged its star-studded front row guests, featuring Suki Waterhouse, Uma Thurman, Kerry Washington, Rose Byrne, Nicole Scherzinger, Lea Michele, Rachel Brosnahan, among others. Facebook and TikTok emerged as key drivers of engagement at Kors, responsible for 97 percent of total engagements. Waterhouse was at the center of the brand’s top-performing post on Facebook, driving 552,000 engagements.
Kors also saw success by featuring TikTok favorites Consani, the Pheloungs, and Giggly squad hosts Hannah Berner and Paige DeSorbo. Creative pre-show teasers set the stage for the collection’s reveal. The brand leaned into the runway setting, using delivery motifs such as crates and movers to preview standout accessories in an unexpected way. This immersive storytelling approach helped build anticipation and seamlessly integrated the show’s theme into the digital experience, according to ListenFirst.
In the company’s first show since 2018, Calvin Klein secured 1 million engagement score, reaffirming the brand’s enduring influence. The brand’s top-performing post featured a co-post with Indian actress Disha Patani, whose single post from the Calvin Klein headquarters accounted for 21 percent of the brand’s total owned engagement. Calvin Klein’s strategic blend of A-list talent and global appeal fueled its digital success. Notable figures like Rowoon (104,000 engagements), Kendall Jenner (52,000 engagements), and Bad Bunny (37,000 engagements) drove organic buzz, sparking conversations across social platforms.
Carolina Herrera ascended to the fourth position, securing 385,303 engagement score, which was down 25 percent from last fall. The brand’s floral theme was carried across all social media posts, emphasizing the winter garden aesthetic through striking imagery and featured pieces, said ListenFirst. The brand’s top performing post, which got 42,000 engagements, showcased an IG Reel of Carolina Herrera herself attending the brand’s presentation under creative director Wes Gordon. Her bold red peacoat and muted burgundy pumps stood out and resonated with users and drove high engagement. Gallery posts dominated 70 percent of the brand’s top 10 engagement content, reflecting users’ preference for seeing multiple statement pieces in a single post for a more immersive view of the creative process.
Coach’s social engagement score of 297,473, was off 62 percent from last fall. This season, Coach returned to the Park Avenue Armory for its show. Taking inspiration from the cult classic film “Kids,” the collection featured silhouettes, materials and styling that reinforced the brand’s core codes. The celebrity guest list included Halle Bailey, Jared McCain, Coco Jones, and JT, among others. Coach leveraged this star power by sharing street-style interviews across platforms, amplifying online conversations and buzz. Coach’s focus on video and collaboration posts effectively captured attention with video posts driving 71 percent of total engagements. The top two performing posts centered on creative director Stuart Vevers, offering an inside look into his vision for the collection, generating over 7,900 engagements.
“This season, the brands that achieved the greatest success strategically embraced relatability and creative storytelling in their digital campaigns. They showcased talent-driven moments brimming with personality, offered exclusive behind-the-scenes access, and wove compelling narratives that brought their collections to life,” said Jordan Mitchell, fashion and luxury lead at ListenFirst.
“Celebrity collaborations — ranging from candid street-style interviews to playful TikTok activations — broadened their audience reach and boosted engagement. Behind-the-scenes glimpses and designer-led storytelling cultivated deeper, more authentic connections with audiences. Additionally, brands expertly leveraged gallery posts to integrate collection themes and inspirations into their digital strategies. However, it was video that emerged as the most impactful format, driving 55 percent of all engagements. This season, leading marketers demonstrated that a talent-first approach an authentic storytelling were crucial for executing a successful digital campaign,” said Mitchell.
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