Launchmetrics released the numbers for the most unusual fashion month in history. It is not surprising that the brands which were able to make a “phygital” presentation had an advantage this season over those which have opted for digital only. 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 second in MIV with $ 3.1 million. Siriano can thank Coco Rocha, who posted 14 times on the show’s walk to a MIV of $ 280,000 for the brand. Usual print big hitters like Tommy Hilfiger, Michael Kors Collection and Marc Jacobs have yet to show their collections. (Kors is doing a digital parade tomorrow.)
London Fashion Week saw a change in MVI, with Instagram becoming the number one platform replacing online media, which had been the most powerful platform in previous seasons. Victoria Beckham, who hosted a small physical event and a digital screening, received the highest MIV at $ 9.6 million, a 13% decrease from last season. Burberry has also performed well this season, with $ 7.6 million in MIV. The report credits the British Fashion Council’s Instagram posts for giving them a boost. BFC presented Burberry 11 times, up from four last February.
Fendi placed first at MIV for Milan Fashion Week, with a strong influence strategy. They have increased their MIV by 58% from last season, with placements also increasing by almost 50%. The brand got help from Chiara Ferrangiwho did not attend any in-person event! Because she shared one of her favorite Fendi looks worth $ 461,000. Versace generated $ 11 million in MIV with the help of its show “Versacepolis” and the associated hashtag, which generated $ 6.5 million in MIV. The house also presented curved models for the first time at the MFW and won $ 319,000 in MIV. The models also helped the Italians, with Irina Shayk posting six times during MFW for a value of $ 916K for the shows she entered and a post from Taylor Hill, who walked to Etro, generated $ 435K in MIV.
Dior was the first brand of the season at Paris Fashion Week, followed by Louis Vuitton and Chanel. (No exact MIV numbers have been released for these brands.) There were few celebrities in any city this season, and the one who generated the most numbers is someone you’ve probably never heard of. Korean singer Jennie had the top job of the month in fashion, with a sponsored post for Chanel worth $ 1.5 million. It has 33.7 million subscribers on Instagram and hilariously follows 0.
Launchmetrics has a variety of ways to add it all up: they analyze over 100 quantitative and qualitative attributes, including audience engagement, industry relevance, source authority, and content quality to create a method. of measurement.
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