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People, Tech

Launchmetrics: The Power of Data

By Sofia Celeste 11 July 2017

MILAN, ITALY – Monitoring fashion influencers, advertising performance, social media posts and news titles is crucial in an age where data has become a valuable currency for big businesses — fashion included. Launchmetrics has acquired the technology to maintain an eagle’s eye on the data insights that will help accelerate fashion blue chips and startups alike, deep into the new millennium.

In May, Launchmetrics made a strategic move by acquiring Italy-based media monitoring service Visual Box. As a result, they launched Discover, which has been heralded as an all-in-one measuring tool to analyze the power of print, online and social media content, as well as ad campaigns and events. Discover also gathers key data about influencers and cross-channel media performance.

New York-based Launchmetrics is the result of the 2016 merger between tech provider Fashion GPS and Augure, an influencer and marketing specialist. The company now boasts 1,700 clients in 70 countries. Top clients included vanguard names like Dior, Fendi and Levi’s.

Launchmetrics’ GPS Radar platform is key for the fashion week set, as it brings together over 40,000 designers, editors, buyers and influencers worldwide.

Fairplay’s Editor-in-Chief Sofia Celeste interviewed Launchmetrics CEO Michael Jais on the importance of measuring influence in fashion and how GPS Radar expects to reach the 100M mark by 2021.

Influencer and ad campaign measuring tools, and the demand for them, have swung into full force over the last few years. A lot of these companies - like Visual Box - come from Italy. Why do you think all of this tech and data innovation is coming out of Italy, particularly the Padova and surrounding regions?

In January, we released our State of Influencer Marketing Report summing up 2016. In it, we surveyed over 600 marketing professionals in the United States, Spain, Italy, France and the United Kingdom to understand how they’ve been working with influencers and how they plan to continue working with them in 2017. During our study, we found that 64% of Fashion, Luxury and Cosmetics brands expect their budgets for influencer marketing will increase in 2017. With this increase in brand activations we are absolutely seeing a number of businesses focused in influencer and ad campaign measurement tools both in Italy and abroad. Italy has always been home to one of the four major fashion capitals and with so many fashion brands looking to leverage this type of data it’s no wonder why the market is also home to such data and innovation. Visual Box, our newest addition to the Launchmetrics family, has been serving the industry since 2000. Together we are giving brands access to data from the 1.8 M websites we track daily, 100,000 key influencers we monitor, historic advertising and editorial benchmarking data of over 3,000 companies over the last 10 years, among other critical information needed to make informed business decisions.

With the merger of Augure and the integration of Visual Box, we can certainly say that Launchmetrics is the digital reference for the fashion world. What is your vision for the long-term future? How can Launchmetrics be even more of a complete 360-degree reference?

For a decade, we have built software to help the fashion industry manage its business processes and understand how to support it in a more effective manner. With the merger and recent acquisition of Visual Box it was our goal to build tools that help brands use data to accelerate their launch to market of products and maximize their exposure by leveraging influencers. Our clients are getting more and more pressure to quantify everything they do and now, our vision is to provide them with tools to make that task effortless. With our combined Launchmetrics platform, clients will have an end-to-end solution to create the right exposure with the right people and easily measure how it impacts their business.

To date, how many clients do you have? How many vanguard brands in the fashion world have subscribed? What sort of brands will you target in the next five years?

Today we work with more than 1700 brands worldwide. Some of a-list clients include Burberry, Bulgari, Christian Louboutin, Fendi, Armani, Karla Otto, NET-A-PORTER, Shiseido as well as corporations like IMG, the Council of Fashion Designers of America and the British Fashion Council. We pride ourselves on being the leader in B2B technology and data solutions specialized in Fashion, Luxury and Cosmetics. It has always been our mission to listen to the industry and support the way it works and we are excited to continue to offer new tools that combine the technology we have provided to brands and agencies for over a decade, with game-changing data to help manage the interaction between fashion companies and influencers.

Is Launchmetrics growing financially? How has your revenue evolved since you founded the company? Do you have any financial targets for 2017 that you can share with us?

Whilst we are a private company and our finances are not public, the company will be worth more than $25 million in revenue by the end of 2017 and our goal is to grow to $100 million by 2021.

Wow. How do you plan to grow going forward? Are you currently studying any other acquisitions? If so, what? And in what field?

Today, we are noted as one of the leading players in the B2B Fashion Tech & Data field. As such, there are a lot of smaller companies coming to us to be part of this launch-to-market ecosystem we’ve come to establish. Between the products of Fashion GPS and Augure, as well as our recent Visual Box acquisition, we are able to provide brands with a 360-degree solution to plan, launch and measure the impact of their campaigns & projects. It is our aim to acquire additional services & data entities in the fashion, luxury and cosmetics space to continue to provide our customers with cutting-edge solutions to enhance their launch-to-market strategies.

I really enjoy FASHION YOUR SEATBELT, which has been revamped by your senior vice president of industry relations, Jessica Michault. It features articles and interviews that introduce new, valuable players in the industry, and pieces that are great for sharing on social media. Do you think GPS Radar has the potential to become a major media source as well?

At Launchmetrics we help companies connect real-time data with real-time experiences. What we are doing with GPS Radar is just a part of that. We see it as a platform to connect editors, buyers and influencers worldwide with our clients and brand partners in this perpetually evolving digital community. Our aim is to highlight the exciting projects, events and products of our clients, so that our +40,000 industry influencers in GPS Radar can easily access this information to request samples, access press releases for their stories and be informed about the top industry-only events.

Other than a major news and info source, does Launchmetrics have the potential to become an online anthology of fashion? In what way?

Anything is possible but our focus remains in offering clients with access to world-class technology and intuitive data to help them power their business decisions. Fashion, whilst important is just one of the many industries we service; we also have a strong footing in the luxury and cosmetics markets as well. I think the fashion industry is going through a challenging time; companies are looking for increased profitability in the wake of stagnant sales, understanding how they can most effectively measure the ROI of their campaigns, learning to leverage Big Data and most challengingly, evaluating the benefits of working with influencers. We’ve always seen ourselves as a partner of the industry, listening to their needs and building products that help fulfil them. It’s our goal to continue to help clients face these challenges, educating them on how technology and data can support their businesses and to embrace the concept of thinking ‘phygitally’ versus just digitally or physically.

On a personal note, I saw you got your start at Accenture and Thomson Multimedia. Did you ever expect you would venture into the fashion world?

I see you have done your research! What you might not have been able to find is that actually even when I was back at Accenture, my work was focused on the retail and luxury space. In fact, this is an industry that I’ve always been fascinated with as it’s one of the only industries where brand experiences are essential to customer advocacy and conversion. I think I’ve spent my career uncovering how brand experience can be translated into digital and it’s been quite exciting.

Finally, your job keeps you tied to technology. How do you unwind and stay balanced?

Staying active is really what helps me relax and stay balanced. Every day I walk at least 6 KM. I really enjoy walking from meeting to meeting instead of sitting in a taxi and getting caught in the madness of traffic as it gives me a lot of time to think and prepare for the day. I am also an avid tennis player. I play at least twice a week as well as on holiday, when I can.

  

 



Sofia Celeste
FAIRPLAY Editor-in-Chief

When she is not hunting down the latest in tech and fashion, Sofia Celeste is scouting artisan talent for her online magazine bacoluxury.com. Born in the US and raised on the Pacific Island of Guam, she went on to write for Dow Jones Newswires and the Wall Street Journal. Her work is now regularly published in top fashion publications NOWFASHION and WWD.

MILAN, ITALY – Monitoring fashion influencers, advertising performance, social media posts and news titles is crucial in an age where data has become a valuable currency for big businesses — fashion included. Launchmetrics has acquired the technology to maintain an eagle’s eye on the data insights that will help accelerate fashion blue chips and startups alike, deep into the new millennium.

In May, Launchmetrics made a strategic move by acquiring Italy-based media monitoring service Visual Box. As a result, they launched Discover, which has been heralded as an all-in-one measuring tool to analyze the power of print, online and social media content, as well as ad campaigns and events. Discover also gathers key data about influencers and cross-channel media performance.

New York-based Launchmetrics is the result of the 2016 merger between tech provider Fashion GPS and Augure, an influencer and marketing specialist. The company now boasts 1,700 clients in 70 countries. Top clients included vanguard names like Dior, Fendi and Levi’s.

Launchmetrics’ GPS Radar platform is key for the fashion week set, as it brings together over 40,000 designers, editors, buyers and influencers worldwide.

Fairplay’s Editor-in-Chief Sofia Celeste interviewed Launchmetrics CEO Michael Jais on the importance of measuring influence in fashion and how GPS Radar expects to reach the 100M mark by 2021.

Influencer and ad campaign measuring tools, and the demand for them, have swung into full force over the last few years. A lot of these companies - like Visual Box - come from Italy. Why do you think all of this tech and data innovation is coming out of Italy, particularly the Padova and surrounding regions?

In January, we released our State of Influencer Marketing Report summing up 2016. In it, we surveyed over 600 marketing professionals in the United States, Spain, Italy, France and the United Kingdom to understand how they’ve been working with influencers and how they plan to continue working with them in 2017. During our study, we found that 64% of Fashion, Luxury and Cosmetics brands expect their budgets for influencer marketing will increase in 2017. With this increase in brand activations we are absolutely seeing a number of businesses focused in influencer and ad campaign measurement tools both in Italy and abroad. Italy has always been home to one of the four major fashion capitals and with so many fashion brands looking to leverage this type of data it’s no wonder why the market is also home to such data and innovation. Visual Box, our newest addition to the Launchmetrics family, has been serving the industry since 2000. Together we are giving brands access to data from the 1.8 M websites we track daily, 100,000 key influencers we monitor, historic advertising and editorial benchmarking data of over 3,000 companies over the last 10 years, among other critical information needed to make informed business decisions.

With the merger of Augure and the integration of Visual Box, we can certainly say that Launchmetrics is the digital reference for the fashion world. What is your vision for the long-term future? How can Launchmetrics be even more of a complete 360-degree reference?

For a decade, we have built software to help the fashion industry manage its business processes and understand how to support it in a more effective manner. With the merger and recent acquisition of Visual Box it was our goal to build tools that help brands use data to accelerate their launch to market of products and maximize their exposure by leveraging influencers. Our clients are getting more and more pressure to quantify everything they do and now, our vision is to provide them with tools to make that task effortless. With our combined Launchmetrics platform, clients will have an end-to-end solution to create the right exposure with the right people and easily measure how it impacts their business.

To date, how many clients do you have? How many vanguard brands in the fashion world have subscribed? What sort of brands will you target in the next five years?

Today we work with more than 1700 brands worldwide. Some of a-list clients include Burberry, Bulgari, Christian Louboutin, Fendi, Armani, Karla Otto, NET-A-PORTER, Shiseido as well as corporations like IMG, the Council of Fashion Designers of America and the British Fashion Council. We pride ourselves on being the leader in B2B technology and data solutions specialized in Fashion, Luxury and Cosmetics. It has always been our mission to listen to the industry and support the way it works and we are excited to continue to offer new tools that combine the technology we have provided to brands and agencies for over a decade, with game-changing data to help manage the interaction between fashion companies and influencers.

Is Launchmetrics growing financially? How has your revenue evolved since you founded the company? Do you have any financial targets for 2017 that you can share with us?

Whilst we are a private company and our finances are not public, the company will be worth more than $25 million in revenue by the end of 2017 and our goal is to grow to $100 million by 2021.

Wow. How do you plan to grow going forward? Are you currently studying any other acquisitions? If so, what? And in what field?

Today, we are noted as one of the leading players in the B2B Fashion Tech & Data field. As such, there are a lot of smaller companies coming to us to be part of this launch-to-market ecosystem we’ve come to establish. Between the products of Fashion GPS and Augure, as well as our recent Visual Box acquisition, we are able to provide brands with a 360-degree solution to plan, launch and measure the impact of their campaigns & projects. It is our aim to acquire additional services & data entities in the fashion, luxury and cosmetics space to continue to provide our customers with cutting-edge solutions to enhance their launch-to-market strategies.

I really enjoy FASHION YOUR SEATBELT, which has been revamped by your senior vice president of industry relations, Jessica Michault. It features articles and interviews that introduce new, valuable players in the industry, and pieces that are great for sharing on social media. Do you think GPS Radar has the potential to become a major media source as well?

At Launchmetrics we help companies connect real-time data with real-time experiences. What we are doing with GPS Radar is just a part of that. We see it as a platform to connect editors, buyers and influencers worldwide with our clients and brand partners in this perpetually evolving digital community. Our aim is to highlight the exciting projects, events and products of our clients, so that our +40,000 industry influencers in GPS Radar can easily access this information to request samples, access press releases for their stories and be informed about the top industry-only events.

Other than a major news and info source, does Launchmetrics have the potential to become an online anthology of fashion? In what way?

Anything is possible but our focus remains in offering clients with access to world-class technology and intuitive data to help them power their business decisions. Fashion, whilst important is just one of the many industries we service; we also have a strong footing in the luxury and cosmetics markets as well. I think the fashion industry is going through a challenging time; companies are looking for increased profitability in the wake of stagnant sales, understanding how they can most effectively measure the ROI of their campaigns, learning to leverage Big Data and most challengingly, evaluating the benefits of working with influencers. We’ve always seen ourselves as a partner of the industry, listening to their needs and building products that help fulfil them. It’s our goal to continue to help clients face these challenges, educating them on how technology and data can support their businesses and to embrace the concept of thinking ‘phygitally’ versus just digitally or physically.

On a personal note, I saw you got your start at Accenture and Thomson Multimedia. Did you ever expect you would venture into the fashion world?

I see you have done your research! What you might not have been able to find is that actually even when I was back at Accenture, my work was focused on the retail and luxury space. In fact, this is an industry that I’ve always been fascinated with as it’s one of the only industries where brand experiences are essential to customer advocacy and conversion. I think I’ve spent my career uncovering how brand experience can be translated into digital and it’s been quite exciting.

Finally, your job keeps you tied to technology. How do you unwind and stay balanced?

Staying active is really what helps me relax and stay balanced. Every day I walk at least 6 KM. I really enjoy walking from meeting to meeting instead of sitting in a taxi and getting caught in the madness of traffic as it gives me a lot of time to think and prepare for the day. I am also an avid tennis player. I play at least twice a week as well as on holiday, when I can.

  

 



Sofia Celeste
FAIRPLAY Editor-in-Chief

When she is not hunting down the latest in tech and fashion, Sofia Celeste is scouting artisan talent for her online magazine bacoluxury.com. Born in the US and raised on the Pacific Island of Guam, she went on to write for Dow Jones Newswires and the Wall Street Journal. Her work is now regularly published in top fashion publications NOWFASHION and WWD.

 

Photo: WWD.com

 

Photo: WWD.com