Have you ever wondered which shows during fashion month bring in the most worth? Of course, we all know big names — Givenchy, Louis Vuitton, Chanel, etc. — hold a lot of weight by name, but the people at Launchmetrics have found ways to actually quantify the worth that a specific show brought. How they do that is far above my paygrade, but I’m happy to say that they have finally released analytics.
Although I don’t completely understand everything, Launchmetrics has a variety of ways they add everything up: they analyze more than 100 quantitative and qualitative attributes, including audience engagement, industry relevance, source authority, and content quality to create a method of measurement.
Brands that were deemed successful this season learned how to pivot and navigate with a physical and digital presence, something I’ve discussed before on TheBlondeMisfit podcast (are you subscribed yet? Don’t miss out on episodes!) In order for brands to be successful, they would have to learn how to hold space in both worlds without compromising brand integrity. Sounds easy, but it requires a lot.
So, who had the best shows?
According to The Daily Front Row, “For New York Fashion Week, Jason Wu came in first this season with $3.6 million in Media Impact Value (MIV). Christian Siriano, who brought editors to the backyard of his Connecticut home, came in second in MIV with $3.1 million. Siriano can thank Coco Rocha, who posted 14 times about walking the show at a MIV of $280K for the brand. The usual heavy hitters when it comes to impressions—such as Tommy Hilfiger, Michael Kors Collection, and Marc Jacobs—have not shown their collections yet.”
- Jason Wu
- Christian Siriano
Of course, London started pulling out the bigger numbers (no surprise for me there). According to the report, “London Fashion Week saw a shift in MVI with Instagram becoming the number one platform replacing online media, which had been the strongest platform in previous seasons.”
London Fashion Week:
- Victoria Beckham — received the highest MIV at $9.6 million, a 13% decrease from last season.
- Burberry — $7.6 million in MIV. The report credits the British Fashion Council’s Instagram posts featured Burberry 11 times versus four last February, helped.
Milan Fashion Week:
Fendi ranked first in MIV for Milan Fashion Week, which makes sense because Fendi has a very strong influencer strategy. According to the report, “The brand got some help from Chiara Ferrangi… [who] shared one of her favorite Fendi looks at a value of $461K.”
Then there was Versace which generated $11 million in MIV with help from their “Versacepolis” show and associated hashtag, which generated $6.5 million in MIV. The house also featured curvy models for the first time ever at MFW and earned $319K in MIV.
Paris Fashion Week:
Dior was the top-ranking brand of the season for Paris Fashion Week, followed by Louis Vuitton and Chanel.
Biggest Celebrity:
Korean singer Jennie had the highest post of Fashion Month, with a sponsored post for Chanel worth $1.5 million.
So, those are the “winning” brands from this past fashion month! What do you think? I’m personally happy to see that many of the brands had a great range of models, including Versace’s take on plus-size or even the timeless staple brands like Dior or Louis Vuitton.
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