What Is Buzz Worth?

The fashion industry has no shortage of buzzwords; chief among them is “buzz” itself.

Online chatter is highly prized in fashion, and for good reason: the ability to get people talking can make or break a brand. In recent years, a cycle has emerged. Brands do something meant to start a conversation, whether it’s putting on a runway show that seems to be more about getting attention than presenting clothes; dressing celebrities in their…