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Michael Kors, Ralph Lauren drive Fashion Week social chatter

Michael Kors Holdings Ltd and Ralph Lauren Corp were among the top-mentioned brands by social media users during New York Fashion Week, the result of a push by fashion houses to build buzz among fans who otherwise would not be exposed to their shows.

Both companies were among the top five brands that received the most mentions on Twitter Inc during the week, which occurs twice a year and is considered one of the industry’s highest exposure events, according to marketing technology company Amobee Brand Intelligence. Michael Kors received 70,902 related tweets and Ralph Lauren garnered 46,971 tweets from the start of Fashion Week on Feb 11 through its finish on Thursday.

The brands had elaborate social media strategies, which included behind-the-scenes videos on the messaging app Snapchat and live footage of shows on Twitter’s streaming video service Periscope.