This study used several informatics techniques to analyze consumer-driven social media data from four cities (Paris, Milan, New York, and London) during the 2019 Fall/Winter (F/W) Fashion Week. Analyzing keywords using a semantic network analysis method revealed the main characteristics of the collections, celebrities, influencers, fashion items, fashion brands, and designers connected with the four fashion weeks. Using topic modeling and a sentiment analysis, this study confirmed that brands that embodied similar themes in terms of topics and had positive sentimental reactions were also most frequently mentioned by the consumers. A semantic network analysis of the tweets showed that social media, influencers, fashion brands, designers, and words related to sustainability and ethics were mentioned in all four cities. In our topic modeling, the classification of the keywords into three topics based on the brand collection’s themes provided the most accurate model. To identify the sentimental evaluation of brands participating in the 2019 F/W Fashion Week, we analyzed the consumers’ sentiments through positive, neutral, and negative reactions. This quantitative analysis of consumer-generated social media data through this study provides insight into useful information enabling fashion brands to improve their marketing strategies.

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In the late nineteenth century, modern state‐makers in East Asia invented a series of catchphrases that combined elements of “Eastern spirit” and “Western instrument” to cope with internal disorder from below and external threats from the industrializing West. The shared elements of binary slogans boil down to the quest for rapid industrialization and internationalization in the terms set by their East Asian practitioners through sustained militarization of both state and society in the increasingly adversarial contact with Westerners. Eventually, these efforts to fit new methods into old thought patterns became untenable in China and Korea due to the growing disadvantageous international conditions of the times. By contrast, Japan carefully exploited the binary concept to its advantage.

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