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Fashion & Trends, Tech

An Overview of SS 19 Fashion Weeks’ Impact on Online and Social

By Launchmetrics 06 November 2018

MILAN, ITALY -  SS 19 fashion month just ended and, thanks to our Data Scientists, we’re able to offer you an overview of the media impact behind New York, London, Milan and Paris fashion week, across web and social.
In order to provide you with helpful data to understand fashion weeks’ performance on online and social media, together with traditional metrics, we used our proprietary algorithm, audience-driven Media Impact Value™. Finely tuned to the specificities of the Fashion, Luxury and Cosmetics industries, MIV – in addition to measuring placements with quantitative metrics – also takes into account both media and content quality to place higher value on mentions posted by more influential voices, or that include powerful images or videos.

When benchmarking all four fashion weeks according to MIV, New York ranked highest garnering $180M in MIV whereas Paris generated $80M, Milan $62M, and London $37M. The ranking changes slightly when looking at engagement. New York won with 152M interactions whilst in second place we can now find Milan with 67M, followed by Paris with 35M and, again, London with 15M.
Paris reaching second according to MIV is mainly due to the traditional media’s impact which represents 38% in the voices split, followed by influencers at 35%, owned media at 17% and others at 10%. Traditional media had a higher impact in Paris compared to Milan (27%).

After analyzing the fashion weeks in depth, and starting with New York, we highlighted that the top brand account was Ralph Lauren which celebrated its 50th anniversary. By leveraging the visibility caused by this special occasion, it dominated the scene outranking Calvin Klein, Tom Ford, Michael Kors and Coach.
The buzziest celebrity was Nicki Minaj who generated $8.7M in MIV and 11M interactions, whilst the top two influencer accounts were Camila Coelho and the Italian Chiara Ferragni. While Camila published 16 posts generating a total MIV of $1.1M and 1.8M in engagement, Chiara was able to achieve the same results with just 4 pictures.

When it comes to London, even if it came last, we’d like to highlight Victoria Beckham and her brand who returned to the British capital to celebrate her 10th anniversary. The former Spice Girl’s brand garnered 8.2K posts on web and social with $10M in MIV and 7.7M interactions. It was also the top brand account on social media, and the top post on Instagram. Thanks to these numbers, the brand even outperformed Burberry – which only reached $5.5M in MIV – despite the long-awaited debut of their Creative Director Riccardo Tisci. After Burberry, came Alexa Chung, Temperley London and Mary Katrantzou.

Nicki Minaj conquered Milan during fashion week, coming to Italy to promote her collaboration with Diesel, but also starring in the front rows at the Versace and Fendi shows. Hers was the top celebrity account with $2M in MIV and 2.6M interactions, and she also made the top post on Instagram. Her attendance, together with the fact that Gucci chose to show in Paris this time around, allowed Versace to rank first, followed by Fendi, Moschino, Prada and Max Mara. In particular, Fendi went from 5th place during the SS 18 season to 2nd thanks to their smart and consistent digital strategy. This is clear when looking at the voice split benchmark: owned media (20% in SS 19 vs. 5% in SS 18) and influencers (35% in SS 19 vs. 24% in SS 18). Worth noting is Emporio Armani’s spectacular show at the Linate Airport. In fact, the brand’s engagement rate was at 8.2% whilst Versace’s reached 4.92%, and MFW’s engagement on a whole was 4.46%. Therefore, even if they reached a smaller audience, it was more engaged.

Lastly, Paris saw Gucci win the gold metal; the brand chose the French capital thanks to Creative Director Alessandro Michele’s SS 19 inspiration. In the brand ranking, Christian Dior reached second place followed by Saint Laurent, Balenciaga and Chanel. Chiara Ferragni was the influencer star at PFW. Hers was the top influencer account with $3.2M in MIV and 5.7M in engagement. She also made the top sponsored post on Instagram: a picture created for Calzedonia that reached $190K in MIV and 328K in engagement.

If you want to know more about the media impact behind the SS 19 fashion weeks, then stay tuned for our global report that will be released on our site in the coming months.
   

 

 

About LaunchmetricsLaunchmetrics provides Software & Data Tools to help Fashion, Luxury and Cosmetics professionals discover, activate and measure the voices that matter for their brands. Over 1,000 brands such as Christian Louboutin, Fendi, NET-A-PORTER, Topshop and more as well as partners like IMG, the Council of Fashion Designers of America, the British Fashion Council and Google, use its tools to accelerate their business and build lasting exposure. Launchmetrics’ GPS Radar platform brings together over 50,000 designers, editors, buyers and influencers worldwide in a perpetually evolving digital community.

MILAN, ITALY -  SS 19 fashion month just ended and, thanks to our Data Scientists, we’re able to offer you an overview of the media impact behind New York, London, Milan and Paris fashion week, across web and social.
In order to provide you with helpful data to understand fashion weeks’ performance on online and social media, together with traditional metrics, we used our proprietary algorithm, audience-driven Media Impact Value™. Finely tuned to the specificities of the Fashion, Luxury and Cosmetics industries, MIV – in addition to measuring placements with quantitative metrics – also takes into account both media and content quality to place higher value on mentions posted by more influential voices, or that include powerful images or videos.

When benchmarking all four fashion weeks according to MIV, New York ranked highest garnering $180M in MIV whereas Paris generated $80M, Milan $62M, and London $37M. The ranking changes slightly when looking at engagement. New York won with 152M interactions whilst in second place we can now find Milan with 67M, followed by Paris with 35M and, again, London with 15M.
Paris reaching second according to MIV is mainly due to the traditional media’s impact which represents 38% in the voices split, followed by influencers at 35%, owned media at 17% and others at 10%. Traditional media had a higher impact in Paris compared to Milan (27%).

After analyzing the fashion weeks in depth, and starting with New York, we highlighted that the top brand account was Ralph Lauren which celebrated its 50th anniversary. By leveraging the visibility caused by this special occasion, it dominated the scene outranking Calvin Klein, Tom Ford, Michael Kors and Coach.
The buzziest celebrity was Nicki Minaj who generated $8.7M in MIV and 11M interactions, whilst the top two influencer accounts were Camila Coelho and the Italian Chiara Ferragni. While Camila published 16 posts generating a total MIV of $1.1M and 1.8M in engagement, Chiara was able to achieve the same results with just 4 pictures.

When it comes to London, even if it came last, we’d like to highlight Victoria Beckham and her brand who returned to the British capital to celebrate her 10th anniversary. The former Spice Girl’s brand garnered 8.2K posts on web and social with $10M in MIV and 7.7M interactions. It was also the top brand account on social media, and the top post on Instagram. Thanks to these numbers, the brand even outperformed Burberry – which only reached $5.5M in MIV – despite the long-awaited debut of their Creative Director Riccardo Tisci. After Burberry, came Alexa Chung, Temperley London and Mary Katrantzou.

Nicki Minaj conquered Milan during fashion week, coming to Italy to promote her collaboration with Diesel, but also starring in the front rows at the Versace and Fendi shows. Hers was the top celebrity account with $2M in MIV and 2.6M interactions, and she also made the top post on Instagram. Her attendance, together with the fact that Gucci chose to show in Paris this time around, allowed Versace to rank first, followed by Fendi, Moschino, Prada and Max Mara. In particular, Fendi went from 5th place during the SS 18 season to 2nd thanks to their smart and consistent digital strategy. This is clear when looking at the voice split benchmark: owned media (20% in SS 19 vs. 5% in SS 18) and influencers (35% in SS 19 vs. 24% in SS 18). Worth noting is Emporio Armani’s spectacular show at the Linate Airport. In fact, the brand’s engagement rate was at 8.2% whilst Versace’s reached 4.92%, and MFW’s engagement on a whole was 4.46%. Therefore, even if they reached a smaller audience, it was more engaged.

Lastly, Paris saw Gucci win the gold metal; the brand chose the French capital thanks to Creative Director Alessandro Michele’s SS 19 inspiration. In the brand ranking, Christian Dior reached second place followed by Saint Laurent, Balenciaga and Chanel. Chiara Ferragni was the influencer star at PFW. Hers was the top influencer account with $3.2M in MIV and 5.7M in engagement. She also made the top sponsored post on Instagram: a picture created for Calzedonia that reached $190K in MIV and 328K in engagement.

If you want to know more about the media impact behind the SS 19 fashion weeks, then stay tuned for our global report that will be released on our site in the coming months.
   

 

 

About LaunchmetricsLaunchmetrics provides Software & Data Tools to help Fashion, Luxury and Cosmetics professionals discover, activate and measure the voices that matter for their brands. Over 1,000 brands such as Christian Louboutin, Fendi, NET-A-PORTER, Topshop and more as well as partners like IMG, the Council of Fashion Designers of America, the British Fashion Council and Google, use its tools to accelerate their business and build lasting exposure. Launchmetrics’ GPS Radar platform brings together over 50,000 designers, editors, buyers and influencers worldwide in a perpetually evolving digital community.

 

Photo courtsey of Launchmetrics

 

Photo courtsey of Launchmetrics

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