Six months of continuous online listening, following, analyzing and interpreting how web users from the MENA region (Middle East North Africa) commented on Italian fashion’s most important products and trends. Focusing on Luxury and the “Made in Italy” staple, where the important collections remain at the same level of the most expensive jewelry. Objects of praise and various reactions, these products’ dynamics had to be analyzed. The first conclusion was that the discussion around Italian fashion was larger than the one around jewelry (Graphic 1).
In the five months that were taken in account, Italian fashion generated more than 30K messages and 500K interactions. Reaching almost 290k unique users. On the other hand, discussions about jewelry didn’t achieve the same dimensions generating 2k messages, 25k interactions,and reaching just over 20k unique users. The discussions taken in account were in Italian, English and Arab language.
Fashion is made to be instagramed
Even if the numbers between categories are very different, Instagram’s visual language remains the most important for both.
Even if we broaden the analysis spectrum, we can still see that for both categories the used social media channels remain the same, Twitter and Facebook are the most used after the photography platform, but both cover less than 20% of total participation. In the most shared images we can see the user’s look, their new acquisitions and events.
Chanel on the high, D&G on sight
What are the most attractive brands on the web? The most talked about in the Middle East and North Africa? Broadening the spectrum to include non Italian brands, it was found that the top five isn’t really surprising (Fig.3). Chanel is the number 1 brand in the region, generating three times more discussions than Gucci, the top italian brand in the ranking; and four times more discussions than Armani (third one in the ranking, coming before Dior and Prada). From October 2015 to last march, the discussions around italian fashion were mostly held on Twitter and Instagram, which makes Facebook surprisingly absent in the research. Also absent was Dolce and Gabanna, a privileged brand amongst the young markets, that doesn’t use Social Media.
The next set of data confirms how curious D&G’s choice is, if it is a choice at all. In the geographic distribution showing the presence of italian brands in the market, it’s evident that Social Media conversations with customers are essential (Fig. 4) Amongst the most important italian ifluencers we find Armani, Gucci and Prada.
Dubai, italian fashion passionates
The analysis of geographical distribution where most of the discussions around the subject happen, show how the Arab Emirates play a huge part, with 41,3% of the discussions. It’s important to remember that this data is not final (regarding the social media users that were included in the study). In this sense, in the Emirates, great part of the content is concentrated in Dubai, where the “hottest” areas are: The Palm Jumeirah (see Fig.5 An example of a message), Burj Al Arab and Jumeirah Beach. Lower on the ranking, Turkey and Lebanon, with 14 and 11,9 percent each. In the fourth place we find Iraq, ranking over countries with more stable economic situations.
The last surprise comes from the demographic analysis (Fig 6.). If the 87% of the produced content in the age range of 18 to 34 could be predicted, there was a surprising 48 percent of men involved in the conversation.
Overseed by Vincenzo Mulè e Zohra Rhomani