Burberry dominated all other brands showcasing at London Fashion Week, according to two social media studies.

The brand accounted for 10 per cent of all tweets related to the event, over 40,000 in total, according to a Rakuten Marketing report – leaving Topshop, the second most talked-about brand with fewer than 7,500 tweets, in the dust.

Mentions of Burberry across social media peaked at over 10,000 in the hour following its show on Monday 21 September, according to Falcon Socials social listening data. But even excluding this peak, Burberry dwarfed most other brands, with the only exception again being Topshop. The retailers show on Sunday 20 overtook Burberrys presence in its its peak hour, though this only added up to around 700 mentions.

The biggest contributor to Burberrys success – apart from the presence of actor Benedict Cumberbatch at its show, who accounts for three of the top four keywords associated with the brands mentions – was its Snapchat activity. Its collection was teased to followers through a series of snaps ahead of the show, with the three associated hashtags – #burberry, #snapchatshow, #burberryaccoustic – drowning out other trending terms.