X shares some new data on evolving fashion discussions in the app, but the data provided to support this is rather suspicious and a bit unknown at point.
AS, unfortunately, was true for many of X’s communications.
X begins a fashion overview by presenting the claim that its platform is at the heart of an emerging fashion discussion now.
According to x:
“Luxury is no longer limited to exclusive boutiques and high-end runways. It’s done in real time, where culture is shaped, trends are created, and digital influence is desirable. X has become the epicenter of luxurious conversationfashion, sports, AI, and technology intersect to define the future of high-end experiences.”
It sounds intriguing, but how do they have to back this up?
As you can see from this chart, “fashion” was X’s ninth most popular discussion topic in 2024, promoting an impression of 200 billion in total.
Like most of X’s statistics, the lack of context about what it actually means reduces the impact of the data.
The impression defined in X is the number of times a post is displayed on a user’s screen, so it has nothing to do with interaction or engagement. If impressions are the focus and X controls the algorithm that defines what is seen in the app, you can trend what it wants, but that won’t say anything about the overall user’s interest.
A more valuable statistics are complete engagement and also require comparative data for this to be relevant. I think this is offered here in showing you how X worked for other topics.
But, strangely enough, according to previous data reported by X, all of these topics are Exclude Fashion saw the exact same total impression statistics in 2023:
There is no way that all of these other topics have seen exactly the same impression statistics year over year, so X appears to be working deliberately on 50 billion extra arbitrarily on “fashion” numbers.
In other words, I think the engagement rates are somewhat similar, but are they exactly the same?
As mentioned before, this has become a consistent theme with X. It exposes isolated numbers that appear to just constitute numbers and data points or do not provide real valuable insights into real users’ interests and engagement.
This is a vague statistic like “200b impressions” with no further context, or a slip-up like this, which has been publishing the same data since last year, with very slight changes. And when one data point contradicts previously reported statistics, it makes you question all other claims and wonder if everything is made up of them.
There is no insight into the actual numbers of X, so we have to proceed with what they report, and when the numbers of their own fall into conflict, it immediately raises doubts.
Truly, since Elon Musk took over, it has been a consistent flow of self-owning in this respect, but it probably won’t happen if X had actual communications and PR teams.
But we’re here and this is what X is giving us to do our job.
Speaking of other data points, X also shares this chart.
Do you know what this means? I don’t. What does 60% represent?
X also notes:
“Luxury brands are tapped x’s sports ecosystem By leverage Famous athlete partnerships, runway collaborations, premium sporting event sponsorships. The intersection of sportswear and high-end fashion has emerged Sporty elegancean important trend that will shape the luxury industry in 2025.”
Also, it doesn’t explain what the 60% stats are, but there’s something there.
X explains that too:
“A gorgeous conversation in X is facilitated by a Taste Maker Global CommunityFrom industry insiders to digital creators who will shape the future of fashion. X is the ultimate space Fashion conversations reach the mass audience instantly.”
After that, we will display two posts from people with less than 10K followers each. So I don’t know who these “taste makers” are, but I don’t think so.
X also shares an overview of this gorgeous fashion conversation and a lasting trend compared to the previous year.
Again, my trust in X’s data analytics capabilities aren’t that high at this stage, so I don’t know that the crossover trends highlighted by Google as the trends in top holiday products last November put too much stock in this.
Overall, the data here talks less about the true impact and value of X for fashion marketers, and the final part of the report talks about how to use Grok AI chatbots to uncover emerging trends, or how you can find radar analytics trend tools and find the same one.
Radar also looks like a great tool, providing real-time trend insights based on X data.
It is only available on Premium+Subscribers, but you will need to pay to get it.
So, what does this mean? Well, some people are talking about fashion-related topics about X based on their overall impressions. However, it’s really hard to say without the real context and insight into the topics under the umbrella of “fashion” and X doesn’t explain much in this report.
But if you’re a fashion brand and you’re considering where to spend your marketing dollars, you might probably read on X’s report for yourself and try to understand it.
See X’s fashion trend report here.
