An Early Look at How Riccardo Tisci’s Burberry Is Performing on Instagram


The finale for Burberry's Spring 2019 collection, designed by Riccardo Tisci. Photo: John Phillips/BFC/Getty Images

The finale for Burberry’s Spring 2019 collection, designed by Riccardo Tisci. Photo: John Phillips/BFC/Getty Images

Fashion onlookers may still be parsing out how they feel about Riccardo Tisci‘s highly anticipated debut at Burberry, but the proof’s in the Instagram numbers — and so far, they seem to portend good things for the designer’s tenure.

One of Tisci’s first moves at the heritage brand was to release an immediately shoppable T-shirt featuring a new Thomas Burberry monogram prior to the show. Early posts about the tee from Tisci’s personal account and model Irina Shayk‘s account had effectiveness rates of 4.92 percent and 4.99 percent, respectively, according to visual marketing company Dash Hudson

Although the agency describes this as a “lukewarm reception” due to the fact that “people don’t like change” to things like heritage labels’ logos, the agency notes that Tisci still did well at creating overall buzz for both himself and for Burberry through its Spring 2019 show. Tisci’s follower acquisition rate jumped from an average of 1,190 per day to 7,700 new followers on show day, and Burberry’s official handle saw an increase of 29.8 thousand followers as its organic reach spiked to 79 million.



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