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The start-up Launchmetrics, specialized in marketing data analysis, has unveiled the key figures for the spring-summer 2021 season, which took place this fall.
For this extraordinary Fashion Week, Launchmetrics confirms the advantage of houses that decided to present a physical or “phygital” catwalk over those that opted instead for a fully digital catwalk.
The Jason Wu house in the spotlight for New York Fashion Week
For New York Fashion Week, the Jason Wu house came out on top this season with $3.6 million in media impact value (VIM index). Fashion designer Christian Siriano, who invited editors into the garden of his Connecticut home, came in second with $3.1 million in media impact value. He owes this position in part to Canadian model Coco Rocha, who posted 14 consecutive social network posts about the show, for a media impact value of $280,000 for her eponymous brand. The usual big names in New York City, such as Tommy Hilfiger and Marc Jacob, have unfortunately not yet shown their collections.
Instagram, first media platform for London Fashion Week
London Fashion Week resulted in a shift in media impact value with Instagram becoming the leading media platform, replacing online media, which had been the strongest platform in previous seasons.
Victoria Beckham, who organized a small physical event and a digital screening, received the highest VIM of $9.6 million. However, this represents a decrease of 13% from last season. Burberry also performed well this season with a MVP of $7.6 million. The Launchmetrics report credits the British Fashion Council’s Instagram publications for giving London Fashion Week a boost. This season, the British Fashion Council mentioned Burberry 11 times, up from 4 times last February.
The strategy of influencers at Milan Fashion Week
Fendi ranked first in media impact value for Milan Fashion Week, with a strategy based on influencers. The Italian house thus increased its VIM by 58% compared to last season, with online advertising placements also increasing by almost 50%. In particular, the brand benefited from the help of Chiara Ferrangi, an Italian blogger and stylist, who shared one of her favorite Fendi looks on social networks. Versace generated $11 million in media impact value thanks to its “Versacepolis” show and the associated hashtag, which generated $6.5 million. Versace also showcased curvy models for the very first time at Milan Fashion Week and earned $319,000 in VIM. The models also helped the Italians and Irina Shayk posted six times for the shows she participated in at Milan Fashion Week, earning $916,000. Model Taylor Hill, who walked the runway for Etro, generated $435,000 in media impact value with a single publication.
Highest score for a social network post goes to Chanel for Paris Fashion Week.
Dior was the most important brand of the season for Paris Fashion Week, followed by Louis Vuitton and Chanel, although no exact figures have been published for these brands. There were few celebrities present in Paris this season and it was the Korean singer Jennie who earned the highest score for a network post during this fashion month, with a sponsored publication for Chanel worth $1.5 million.
Launchmetrics uses several tools to obtain these results: the platform analyzes more than 100 quantitative and qualitative attributes to create a measurement method. Among these attributes, the marketing analysis start-up studies audience engagement, house relevance, source and quality of content, all in order to provide a concrete approach to marketing analysis.
Read also > PARIS FASHION WEEK: HOLLYWOOD GLAMOUR OF THE SPRING-SUMMER 2021 CHANEL SHOW
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The start-up Launchmetrics, specialized in marketing data analysis, has unveiled the key figures for the spring-summer 2021 season, which took place this fall.
For this extraordinary Fashion Week, Launchmetrics confirms the advantage of houses that decided to present a physical or “phygital” catwalk over those that opted instead for a fully digital catwalk.
The Jason Wu house in the spotlight for New York Fashion Week
For New York Fashion Week, the Jason Wu house came out on top this season with $3.6 million in media impact value (VIM index). Fashion designer Christian Siriano, who invited editors into the garden of his Connecticut home, came in second with $3.1 million in media impact value.
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The start-up Launchmetrics, specialized in marketing data analysis, has unveiled the key figures for the spring-summer 2021 season, which took place this fall.
For this extraordinary Fashion Week, Launchmetrics confirms the advantage of houses that decided to present a physical or “phygital” catwalk over those that opted instead for a fully digital catwalk.
The Jason Wu house in the spotlight for New York Fashion Week
For New York Fashion Week, the Jason Wu house came out on top this season with $3.6 million in media impact value (VIM index). Fashion designer Christian Siriano, who invited editors into the garden of his Connecticut home, came in second with $3.1 million in media impact value.
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