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1、FW24Paris Fashion Week Data Insights byKey Insights Driving the Leading Fashion WeeksMEDIA IMPACT VALUETM(MIV)0102PARIS FASHION WEEK 0304DECODING THE STYLESKEY TAKEAWAYSAgendaAI isnt a new concept at Launchmetrics.Weve worked with the most sophisticated AI and machine learning technology for over fi

2、ve years,creating an algorithm that has become the recognized performance metric across Fashion,Lifestyle and Beauty.This algorithm,Media Impact Value(MIV),calculates and considers hundreds of qualitative and quantitative factors to deliver expert analytics for reporting.With this,MIV offers holisti

3、c competitor insights impossible to gauge through any other single metric elsewhere,providing absolute clarity on performance and the bigger picture across brand marketing and campaign activities.Recognized as the industrys leading and standardized metric,MIV offers brands a competitive advantage ac

4、ross a host of markets-pinpointing the individual impact of interactions to identify Brand Performance on a global scale.Media Impact Value(MIV):The Industry Standard MetricQualitativeAttributesQuantitativeAttributesAI&Machine LearningFLB ExpertiseReachEngagementAdvertising ratesPosting frequencyand

5、 moreContent qualityContent relevancySources authorityand moreWhat is MIV?With MIV,brands can assign a monetary value to each post,interaction and article to measure impact and truly quantify brand and marketing performance,collaboration results and even competitor activity-no matter the channel.And

6、 the metric goes far beyond a brands own channels.In real time,MIV monitors mentions and partnerships across print,media,social media and even individual Voices globally,including China-alerting brands to the most appropriate ambassadors and amplifiers for their all-important content strategies.Toda

7、y,the biggest names in Fashion,Lifestyle and Beauty rely on Media Impact Value to build impactful,considered strategies.These brands continue to deliver groundbreaking results year-on-year,season upon season.Ready to see MIV in action through the eyes of Fashion Week?Lets go.Media Impact Value(MIV):

8、The Industry Standard MetricHow does MIV work?Media Impact Value(MIV):What Makes Our Analysis Unique?Our Fashion Week Analysis Specificities“Like for like”E.g.Fall Winter 23 vs.Fall Winter 22Spring Summer 23 vs.Spring Summer 22Track data Two days before;seven days after eventsMust contain a Fashion

9、Week keywordMonitored globally acrossonline&social mediaSeason ComparisonChannelsKeywordsDates of Analysis(See Methodology page for more details)Paris Fashion WeekInsightsEvent Analysis&AttendanceTotal inviteesduring PFWThe Overall Landscapeof Paris Fashion Week In order to successfully compete in t

10、he industrys strategic landscape,many brands leverage Fashion Week opportunities by organizing off-schedule events to align with the buzziest moment on the fashion calendar.Despite not being part of the official program,these strategically planned gatherings aim to intercept a global network of edit

11、ors,celebrities and influencers and assert brand relevance within industry conversations.At Launchmetrics,we take pride in our position as the leading event management software for 85%of fashion shows during Fashion Week.Brands sent almost 180K invites during Paris Fashion Week(18%more than the prev

12、ious highest achiever,MFW)to editors and industry insiders through our software this season alone.Our analysts dove into regional metrics to see which events stood out at PFW.Events during PFW EventsOff-schedule relatedOn-schedule related48%52%45%55%Taking a deeper dive into PFW event formats,58%wer

13、e runway showcases,16%were presentations,11%other types of events(launches,etc.)8%afterparties and 7%were luncheons.Unlike previous FWs,the number of off-schedule shows in the area was larger,demonstrating brands strategic move to align their physical events to leverage the excitement around the lar

14、gest fashion event of the season.Hosting global industry trailblazers and legacy powerhouses alike,Paris Fashion Week generated$425.5M in Media Impact Value,with 87%of that garnered within 48 hours after the event has finished.Overall Event Figures The Impact and Content Diversityof Paris Fashion We

15、ekAs the curtain falls on yet another captivating season of Fashion Weeks spanning New York City,London and Milan,all eyes turned to the grand finale:Paris Fashion Week.Amidst the iconic backdrop of the City of Lights,the worlds leading brands and emerging designers unveiled their visions for the Fa

16、ll/Winter 2024 season.Channel SplitIn line with current industry trends,our data shows that Instagram was the top platform for content distribution during Paris Fashion Week,delivering 49%of the events overall value.Similarly to the previous Fashion Weeks this season,TikTok experienced a significant

17、 boost which placed it in third position after Online.In total,content associated with Paris Fashion Week on TikTok generated over$50M MIV.Online49%21%Instagram 9%Facebook12%TikTokYouTube4%$206.9M MIV generatedon Instagram InstagramX(Twitter)FacebookBlogOnlineWeiboTikTokWeChatYouTubeGalleryREDDouyin

18、TikTokYouTubeInstagramAvg.MIV$10.9KAvg.MIV$9.7KAvg.MIV$11.9KVoice MixAlthough Media remains the dominant Fashion Week Voice,the Influencer Voice secured second place,driving conversation and contributing 13%of the events overall MIV.Kunno,the events top influencer,garnered$3.7M MIV.In third place,th

19、e Celebrity Voice contributed 10%of the total MIV,with average MIV soaring to$47K per placement.For this Voice,Pia Alonzo Wurtzbach took the lead,authoring event related placements worth$6.8M MIV.Owned Media(8%)placed fourth with average MIV reaching$18k+per placement.Through further analysis into s

20、ocial channel performance,it becomes evident that the Media Voice is adapting to changing consumer preferences by diversifying their content to fit different social platforms.In the case of YouTube,Media was the leading Voice driving MIV,responsible for 77%of the value generated through this platfor

21、m.YouTube also performed well for Owned Media,where this Voice garnered 12%of the total platforms MIV.While celebrity content was amplified mostly through Instagram(18%),the Influencer Voice performed best on both Instagram and TikTok-on both it garnered 20%of the MIV generated through these platfor

22、ms.Lastly,the Partner Voice saw the most success on Instagram.Global Landscape and Voice Diversityat Paris Fashion Week Instagram0%25%50%75%100%MediaInfluencersCelebritiesOwned MediaPartnersYoutubeTikTok46%20%12%18%4%77%8%12%2%1%65%19%11%2%3%0%25%50%75%100%Voice Mix67%13%8%10%3%Regions Driving Value

23、On a regional level,the US led the way amassing 22%of the events overall impact.In fact,Vogue US spearheaded coverage in the region by contributing 4%of total PFW MIV.France took 2nd place in our ranking,followed by the UK.Given current industry focus on the APAC region,South Korea secured fourth po

24、sition,generating 6%of the total events value.Brazil held its top ten status by taking eighth place.Content originating from Brazil was curated by influencers such as Malu Borges,Camila Coelho and Catarina Maltez de A.Tourinho.All three appeared in the top ten influencer list in terms of MIV generat

25、ed during PFW.Regions Driving Valueat Paris Fashion Week$1.4M$858KBrazilian Influence at Paris Fashion WeekDue to influencer attendees such as Kunno($3.7M)and Maria Bottle($906K),Mexico made it to the third place,breaking the top ten ranking for the first time.With APAC regions increasingly assertin

26、g impact across global industry events,APAC stars are taking the stage by establishing themselves as prominent figures dominating the front rows of prestigious fashion shows.In fact,this season,APAC celebrities garnered nearly double the MIV of EMEA celebrities.Malu Borges$1.1MCamila CoelhoCatarina

27、M.A.TourinhoAPAC AmbassadorsVoices Driving Impact:APAC Amplifiedat Paris Fashion Week In the realm of fashion shows,the strategic move of brands inviting stars from across APAC is gaining prominence,as these influential figures are impeccable ambassadors.APAC stars bring more than just star power;th

28、ey strategically leverage their vast social media reach to promote the shows,incorporating relevant keywords to maximize brand exposure across a diverse global audience.A deeper dive into the top Celebrity Voice ranking for PFW reveals that five out of ten celebrities were South Korean,resulting in

29、South Korea placing as the top region in terms of celebrity coverage.The event saw attendance from Momo-($3.1M),Jang WonYoung ($2.1M),NCT($1.9M),Jeonghan Yoon($1.2M)and Sandara Park(1.2M).Heart Evangelista brought the Philippines to the limelight by garnering$3.5M MIV.Finally,Thailand continued to g

30、enerate MIV through Thai Voices such as Jumpol Adulkittiporn($1.4M)and Minnie(1.3M),landing 4th in the country rank in terms of value generated by the Celebrity Voice.5%10%1.Pia Alonzo Wurtzbach$6.8M2.Heart Evangelista$3.5M3.Momo$3.1M4.Jang WonYoun$2.1M5.Ahn Hyo-Seop$2.1MTop 5 Celebritiesby Owned Co

31、ntent$1.2M1.Jeonghan Yoon$1.1M3.Momo-Top 3 Placements for PFW OverallMIV$1.2M2.Jang WonYoungAPAC Stars Conquer Global RankingsNot only these celebrities excel at attention to detail for branded messaging,but also their influence extends far beyond borders,capable of driving a significant impact on a

32、 global scale.In fact,further analysis into the South Korean celebrities who authored the top 3 PFW placements revealed that their presence at the event amassed the most attention in France and Japan,with their local region in third.The Winning Brandsof Paris Fashion Week Louis VuittonMarking his 10

33、th year anniversary at Louis Vuitton,Nicolas Ghesquire presented a show valued at$36.3M MIV,securing 1st place in our PFW ranking.The brand focused on an Owned social media strategy(content promotion on their own channels),which helped them also top the PFW ranking for Owned Media.In total,PFW relat

34、ed placements authored by Louis Vuitton were worth over$8.6M MIV,equivalent to 24%of the total MIV generated by the show.The brand caused a media frenzy by inviting its ambassador Felix of Stray Kids to walk the runway.This surprising move garnered over$9.1M MIV in mentions-or 25%of the total event

35、coverage.The shows front row also saw attendance from buzzy celebrities such as BLACKPINKs Lisa($6.3M),Emma Stone($3.5M)and Millie Bobby Brown driving media attention.DiorIn 2nd,Diors show garnered a total of$32.7M MIV.Thanks to the strong media coverage throughout the show,Media emerged as the domi

36、nating Voice,responsible for 83%of the shows MIV.The top placement for the show was authored by Pia Alonzo Wurtzbach,worth$314K MIV.Ranking as the top celebrity for the show,Pia authored 10 placements mentioning the brand,which accumulated to$847K MIV.The most notable front row attendees driving med

37、ia attention were Jisoo,Jennifer Lawrence and Rosalia,who garnered$6.4M,$5.2M and$4M in MIV respectively.Saint Laurent*Jumping from 5th place in FW23,this season,Saint Laurent made it to third place by generating$28.7M MIV.Saint Laurents top Celebrity Voice,Jeonghan Yoon authored the shows top place

38、ment worth$1.2M in MIV.The show invited other well-known APAC stars such as Heart Evangelista($604K)and Kento Yamazaki 山崎賢人($530K)driving MIV through their own social media accounts.The luxury maisons ambassador BLACKPINKs Rose was also in attendance,driving$4.2M MIV.*Total MIV includes both Womens

39、and Mens shows,which helped the brand to achieve 3rd place.Top Three Brands:Case StudiesBrandMIVTOP 20 Brands of Paris Fashion Week by MIV$36.3M$32.7M$28.7M*$27.1M$22M$21.5M$13.7M$11.5M$9.9M$9.3M$8.9M$8.2M$7.8M$7.6M$7M$6.5M$6.2M$6.09M$6.06M$5.6M1234567891011121314151617181920*Total MIV for Saint Lau

40、rent includes both Womens and Mens shows,which helped the brand to achieve 3rd place.Decoding the StylesInsights Top Designers Generating Content DownloadsDecoding the Styles of PFW by Launchmetrics SpotlightEach season,a handful of emerging brands manage to generate attention,drawing a spotlight to

41、 their content and garnering industry wide visibility.We have analysed the brands with the greatest evolution compared to FW23 in terms of downloads.With over 20+years of experience,our Launchmetrics Spotlight photographers shoot visual assets for over 25 Fashion Weeks per season.Launchmetrics colle

42、cted viewership&download data from all FW24 images to identify the most popular designers and looks of the season.7%of Downloads*+70%evol.vs last year6%of Downloads*+93%evol.vs last year5%of Downloads*+66%evol.vs last year5%of Downloads+1200%evol.vs last year4%of Downloads*+385%evol.vs last year*the

43、 percentage of downloaded images/all images uploaded by the brandBrands to Watch+417%of Downloads+531%of Downloads+434%of Downloads+756%of Downloads1.2.3.4.5.1.2.3.4.Dries Van NotenBevzaAtleinIssey MiyakeAcne StudiosLouis VuittonMiu MiuChanelDiorKey TakeawaysRoundupAPAC Celebrities continued to fuel

44、 interest in participating brands across Asian markets,driving buzz in South Korea,Philippines and Thailand.This trend doesnt limit itself to APAC audiences alone;its influence extends worldwide.The international appeal and popularity of these celebrities make them a sought-after Voice in the fashio

45、n industry at large.Their presence in the front rows of major fashion events serve as a testament to the globalization of fashion and the recognition of the APAC market as a powerful force in shaping industry trends.Paris Fashion Week Findings:Paris Fashion Week RoundupMedia&Influencer Voices Hold P

46、owerHosting global industry trailblazers and legacy powerhouses alike,Paris Fashion Week generated$425.5M in Media Impact Value,with 87%of that garnered within 48 hours after the event has finished.Fashion Week is propelled by a continuous flow of content,and so with their pervasive reach and volume

47、 of placements,Media and Influencer Voices continue to dominate Paris Fashion Week results.The high number of strategic placements disseminated by these Voices help brands to amplify their narratives and positions Paris Fashion Week as a focal point in global industry conversations.YouTube For Conte

48、nt EfficiencyYouTube emerged as the most valuable platform in terms of efficiency by generating the highest MIV figures per placement.The average MIV on YouTube soared to$11.9K,solidifying its position as a formidable player in amplifying the events reach and long-term impact.APAC Voices AmplifiedPe

49、riod:Paris Fashion Week:February 24th-March 12th,2024Scope/Queries:Online articles and social posts;Social media channels include:Instagram,Facebook,Youtube,X,TikTok,Weibo,WeChat,Douyin,Bilibili and Little Red Book(Xiaohongshu).The data in this report has been collected based on FW-related queries,i

50、ncluding Brand Performance.For this,brands results are interpreted/related to the relevant Fashion Week events.Media Impact Value(MIV):Launchmetrics proprietary machine learning algorithm provides brands with a unified currency to measure the value of all marketing activities across Voices,Channels,

51、and Markets by assigning a monetary amount to every post,interaction,and article.Finely tuned to specificities of Fashion,Lifestyle and Beauty,the algorithm was trained on actual media rates and 5+years of FLB specific campaign data.It analyzes more than 100 quantitative and qualitative attributes i

52、ncluding audience engagement,industry relevance,source authority and content quality,to create a highly accurate method of measurement.MIV offers a unified way to calculate how brand equity is being created and which strategies create the most ROI.Placements:Number of posts,interactions or articles

53、related to search query(i.e.brand,product or event).Voices:Launchmetrics Voice-Centric approach highlights the Voices creating value today to provide a holistic view of marketing performance and cross-compare the impact various activities have on the customer lifecycle.From Media,Celebrities,Influen

54、cers,Partners and Owned Media,this methodology gives brands a unique framework to understand the ROI of these activities as well as the Voices that influence the customer buying journey from awareness and consideration to conversion and retention.Share of Value/Voice:The percentage of Media Impact V

55、alue generated by a brand,a segment,or an influencer during a specific time period(e.g.:monthly)or an event(e.g:Fashion Week,BeautyCon or Baselworld).Share of Value can be used to identify the most talked about brand during an event or benchmark your marketing&communications strategies against compe

56、titors.MIV$Media Impact ValuePLACEMENTS/PL Number of online media articles,blog posts or social network posts which mention the brandAVERAGE$MIV-Average MIV per placement for a specific subset of data,to measure the average quality of a channelCOMMON EXPRESSIONSMethodology:The Leading Brand Performa

57、nce Cloud for Fashion,Lifestyle and BeautyBenchmark against your competitors,measure ROI and drive cost savingsLEARN MOREQuantify your Brand Efforts with a single,unified metric,Media Impact Value(MIV)Simplify Media Monitoring with your print,online&social coverage all in one placeDive into global campaign data and filter by region,channel and VoiceTools&data to track and measure your Brand Strategy and Campaign Performance