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Published May 15th 2014

SS14 Trends Drive Conversation at Masterclassing

Having attended many tech events, I’ve noticed they all seem to follow a similar style and format.

Yet entering the posh ballroom and roof terrace bar in London’s West End, I quickly felt the Masterclassing event would be different.

The luxury certainly was not wasted on the attendees, as a selection of big names in fashion and luxury were present.

Interestingly enough, some tech start-ups were also there alongside leading fashion brands & online retailers.

A couple startups specifically grabbed my attention. Metail is an online shoppers dream, allowing consumers to see clothes on a 3D web avatar of their own body before purchasing items.
While Heels over Heels is a social network in itself – allowing users to upload their favourite pair of heels, a sort of shoe only Pinterest.

Roundtables and Internet troubles


Yet beyond the luxurious setting and interesting attendees, the event also had a unique format.

Each speaker was given a one-minute intro, followed by twenty-five minutes with each table of attendees to discuss a certain topic relating to social media for fashion/luxury brands.

When I arrived, I was informed that builders had accidentally cut through the WiFi cable. Fortunately, because I was early, organizer David Murphy stepped in to save my skin by lending me his dongle –cheers David!

After my one-minute intro on Brandwatch technology it was straight into my first roundtable discussion.

As an insight company, I felt it was essential to have some interesting data analysis to show the delegates.

I focused on the conversation around spring/summer fashion trends; using the new hashtag operator to make sure all #SS14 tweets were captured.

spring summer trends


Areas covered included techniques on finding top influencers  as well as analyzing demographic characteristics of the people behind the conversation.

The time flew by and, I hope, most of the delegates left having seen some new ways to analyse online conversations and how it can contribute to different parts of their businesses.

The event was thoroughly enjoyable; it was perfectly set up to give each vendor an opportunity to have a real conversation with the delegates, who were all relevant to the social media theme.
Alongside Social Media the Masterclassing team also put on events of a similar format for Mobile and Digital.

Check out our events page to keep up to date with where we will be over the coming months.

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From May 8th, all Crimson Hexagon products are now on the Brandwatch website. You’ll find them under ‘Products’ in the navigation. If you’re an existing customer and you want to know more, your account manager will be happy to help.