《Launchmetrics：2025春夏米蘭時裝周數據洞察報告（英文版）（23頁）.pdf》由會員分享，可在線閱讀，更多相關《Launchmetrics：2025春夏米蘭時裝周數據洞察報告（英文版）（23頁）.pdf（23頁珍藏版）》請在三個皮匠報告上搜索。

1、SS25 MilanFashion Week Key Insights Driving the Leading Fashion WeeksDolce&Gabbana I Spring Summer 2025 I SData and Insights by LaunchmetricsMedia Impact Value(MIV)1.2.3.4.AGENDAMilan Fashion WeekKey TakeawaysMethodologySS25 Milan Fashion WeekMedia Impact Value(MIV)The Industry Standard MetricOne,Un

2、ified Metric Essential for Assessing the ROI of Industry Events Knowing whether to continue investing in a major event requires a unified,AI-driven measurement system that places all activities,channels,Voices and content on a level playing field.By measuring all marketing and PR effortsacross print

3、,online and socialwith one holistic metric,brands can compare apples to apples and quantify the ROI of investments,ensuring more strategic decisions for future activities.At Launchmetrics,weve worked with the most sophisticated AI and machine learning technology for over ten years,creating an algori

4、thm that has become the recognized performance metric across Fashion,Lifestyle and Beauty.This algorithmMIVcalculates and considers hundreds of qualitative and quantitative factors to deliver expert analytics for reporting.With this,MIV offers holistic competitor insights impossible to gauge through

5、 any other single metric elsewhere,providing absolute clarity on performance and the bigger picture across brand marketing and campaign activities.What is MIV?Quantitative AttributesAI&Machine LearningReachEngagementAdvertising ratesPosting frequency and moreQualitative AttributesContent qualityCont

6、ent relevancySource authority and moreFLB ExpertiseSS25 Milan Fashion WeekRecognized as the industrys leading and standardized metric,MIV allows brands to assign a monetary value to each post,interaction and article to measure impact and truly quantify brand and marketing performance,collaboration r

7、esults and even competitor activityno matter the channel.And 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 an

8、d amplifiers for their all-important content strategies.Today,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.How does MIV work?Media Impact V

9、alue(MIV)The Industry Standard MetricSS25 Milan Fashion Week(See Methodology page for more details)Our Fashion Week Analysis SpecificitiesData TrackedTwo days before;seven days after eventsDates of AnalysisMedia Impact Value(MIV)What Makes Our Analysis Unique?Must contain a Fashion Week keywordMonit

10、ored globally across online&social media“Like for like”E.g.Fall Winter 24 vs.Fall Winter 23Spring Summer 25 vs.Spring Summer 24KeywordsSeason ComparisonChannelsSS25 Milan Fashion WeekSS25 Milan Fashion WeekSS25 Milan Fashion WeekDiesel I Spring Summer 2025 I SInsightsThe Overall Landscapeof Milan Fa

11、shion WeekMilan Fashion Week Spring/Summer 2025 took an unexpected turn,as designers shifted away from familiar and embraced bold experimentation.Moving beyond the practical,established names took creative risks that kept the audience engaged,making for a season filled with surprises.Event Analysis&

12、AttendanceEvent FiguresMIV$417.5M SS25 OverviewPlacements52.7KAvg MIV$7.9K Events Total Invitees Streamline Your Event Management for Memorable EventsCreate,share and measure unforgettable events with Launchmetrics Events,the first in-person,digital and hybrid solution for the Fashion,Lifestyle and

13、Beauty industriesOff-scheduleOn-scheduleMany 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 assert brand relevance with

14、in industry conversations.0%25%50%75%100%RunwayPresentationsAfterpartiesDinnersOther31%4%16%On-schedule Event Types 65%59%35%41%Total Events in Milan EventsSS25 Milan Fashion Week41%7%The Overall Landscapeof Milan Fashion WeekContent AnalysisUnlike NYFW and LFW,which were dominated by influencers,ce

15、lebrities took the center stage at MFW,contributing 23%of the total MIV.Most of this came from Instagram,where the average MIV per celebrity post was$137Kalmost two times higher than on TikTok.Presenting brands took on a bigger role in social media throughout the week,0%25%50%75%100%MediaInfluencers

16、CelebritiesOwned MediaPartnersInstagram31%22%11%34%2%YouTube45%14%1%40%1%1.3.2.$14.6K in MIV per placement$14.1K in MIV per placement$13.3K in MIVper placementChannelsMedia47%Voice Mix:Share of Value MIVCelebrity23%Influencer17%Owned Media11%Partner2%Instagram61%TikTok11%Facebook7%X(Twitter)4%Channe

17、l Mix:Share of Value MIV-Social FocusYouTube3%Other1%Top Channels by Average MIVSS25 Milan Fashion WeekTikTok52%19%1%12%16%#1 for content efficiencycontributing a larger Share of Value than at NYFW or LFW.YouTube emerged as the most cost-effective platform for the Owned Media Voice,with brands avera

18、ging$35K MIV per placement.Overall,for brands,video content proved to be 81%more valuable than images,underscoring the importance of incorporating video into social media strategies to maximize impact during fashion week.The Overall Landscapeof Milan Fashion Week Regional PerformanceUSUKItalyChicco

19、Mao I Spring Summer 2025 I SSS25 Milan Fashion WeekSouth KoreaThailandItalysecured the top spot in the ranking largely driven by presenting brands thanks to their owned media contributions.These brands were responsible for 44%of the regions total MIV,underscoring their critical role in shaping the e

20、vents success.South Koreaplaced second in the overall country ranking but took the global lead in celebrity-driven MIV,generating four times more than all celebrities across EMEA.This was fueled by the attendance of K-pop superstars like Enhypen,NCT and Karina from Aespa.Thailandranked second global

21、ly for celebrity-generated MIV,driven by the presence of notable stars such as Mew Suppasit,Kanawut and Win Metawin.55%of Thailands MIV was garnered through celebrity placements.$23.3M$54.7M$91M$57.8M$22.9M The Overall Landscapeof Milan Fashion WeekVoices by MIVTop Voices-Overall Top Celebrities Top

22、 InfluencersEnhypenenhypen$14.4M MIVEnhypenenhypen$14.4M MIVLuisa Fernanda Wluisafernandaw$1.7M MIVVogue-US$13.6M MIVPia Alonzo Wurtzbachpiawurtzbach$7.9M MIVGuccigucci$12.3M MIVHeart Evangelistaiamhearte$6.3M MIVPia Alonzo Wurtzbachpiawurtzbach$7.9M MIVKarinakatarinabluu$4.8M MIVVogue-IT$7.4M MIVNC

23、Tnct$4.3M MIVChau Buichaubui_$1.2M MIVCelebrity power ruled the top Voices of the event,with Enhypen leading globally,generating$14.4M in MIV.Their presence significantly boosted the performance of Pradas show(see Brand Focus:Prada).Gucci led the rankings as the sole brand in the top five Voices,lev

24、eraging the impact of video content in their social media strategy.Over 75%of their posts were videos,driving higher engagement from their followers.Fernanda Villalobosiamferv$1.1M MIVThssia Navesthassianaves$1.2M MIVSabrina Satosabrinasato$1.15M MIVSS25 Milan Fashion WeekAll-Star tier influencers w

25、ere a major contributor to MIV,with Italian All-Star influencers in the lead.The top two tiers,All-Star and Mega,favored image-based content,while video dominated among smaller-tier influencers.The Overall Landscapeof Milan Fashion WeekItaly$4M$12.5M ThailandChina$4.5M$39.3M South Korea$14.2M Philip

26、pinesSouth Korean celebrities were the driving force of MIV for the event.40%of celebrity MIV originated from this region.South Korean celebrities alone generated over four times more MIV than all EMEA celebrities combined.First four top performing countries by celebrity MIV were from the APAC regio

27、n.Italian influencers drove 23%of the total MIV generated by influencers globally.US$8.5MItaly$16.2MBrazil$7MRegional Celebrity ImpactSS25 Milan Fashion WeekFrancesco Murano I Spring Summer 2025 I SRegional Influencer ImpactTop Performing APAC Celebrities by MIVSS25 Milan Fashion WeekEnhypenenhypen$

28、14.4M MIVPia Alonzo Wurtzbachpiawurtzbach$7.9M MIVHeart Evangelistaiamhearte$6.3M MIVKarinakatarinabluu$4.8M MIVNCTnct$4.3M MIVAnne Curtisannecurtissmith$2.7M MIVMew Suppasitmewsuppasit$3.7M MIVKanawut Traipipattanaponggulfkanawut$3.6M MIVJaehyun_jeongjaehyun$3.5M MIVCai Xu Kun(蔡徐坤蔡徐坤)caixukun$3.1M

29、MIVTop Celebrities by total MIV Hyunjinhynjinnnn$1.4M MIV per placementByeon Woo-seok()byeonwooseok$1.2M MIV per placementKarinakatarinabluu$1.2M MIV per placementJaehyun_jeongjaehyun$1.16M MIV per placementPruk Panichzeepruk$1.1M MIV per placementRashmika Mandannarashmika_andanna$1M MIV per placeme

30、ntTop Celebrities by average MIV The Overall Landscapeof Milan Fashion WeekMomo momo$82oK MIV per placementHoshi ho5hi_kwon$761K MIV per placementKanawut Traipipattanaponggulfkanawut$722K MIV per placementEnhypenenhypen$720K MIV per placementTop 20 Power PlayersBy Total MIVBy Owned MIVRank BrandMIV

31、1.$67.3M2.$58.7M3.$28.4M4.$25.6M5.$24.5M6.$22.5M7.$21M8.$13M9.$11.1M10.$8.8MRank BrandMIV 1.$13M2.$6.7M3.$5M4.$4.6M5.$3M6.$2M7.$1.5M8.$1.4M9.$1.3M10.$1.2MSS25 Milan Fashion WeekBenchmark your brand against competitorsWhile internal growth metrics are important,a holistic view of your industry standi

32、ng is crucial for understanding your market performance.How does your brand rank in comparison to the industry?What marketing tactics,channels and Voices are your rivals leveraging that are bringing them the most buzz?If youd like a full analysis,learn more about competitor benchmarking with Launchm

33、etrics Insights here.InsightsBy Total MIVBy Owned MIVRank BrandMIV 11.$8.7M12.$8.3M13.$8.28M14.$8M15.$7.8M16.$6M17.$4.4M18.$3.8M19.$3.6M20.$3.2MRank BrandMIV 11.$928K12.$760K13.$726K14.$574K15.$543K16.$440K17.$324K18.$309K19.$197K20.$171KSS25 Milan Fashion WeekEmporio Armani,Ferragamo and Moschino S

34、pring Summer 2025 I SBrand FocusCelebrity48%Media34%Owned Media10%Influencer7%Partner1%MIV$67.3M Placements4.1KAvg MIV$16.2K OverviewOwned Media$6.7M MIV79 PlacementsPradapradaTotal MIV$14.4M 20 Placements$1.4M MIVJaehyun_jeongjaehyunPrada doubled down on its celebrity-driven strategy,enlisting top

35、APAC stars to boost brand visibility.South Korean celebrities,such as Enhypen($14.4M),Karina from Aespa($4.8M)and Jaehyun from NCT($3.5M),played a key role in generating MIV through their owned content.Consequently,the show resonated most in South Korea,with 47%of the total MIV originating from the

36、region.Pradas focus on star power helped the brand rank first globally both for Celebrity Voice and overall,solidifying its unrivaled success.SS25 Milan Fashion WeekEnhypenenhypenInfluencer$414K MIV6 PlacementsMaria Bottlemariabottle_Top PlacementVoice Mix:Share of Value MIVTop Voices by MIVVoice In

37、sightsMedia$1.1M MIV9 PlacementsGala-FRoverall mentions(including echo)drove 35%of the total shows MIV($23.5M).All in on APAC54%22%13%11%1%Brand FocusMediaOwned MediaCelebrityInfluencerPartnerMIV$58.7M Placements5.5KAvg MIV$10.7K OverviewCelebrity$1.1M MIVGuccigucciGucci went all in on their social

38、media strategy,generating 22%of their shows MIV and ranking as the only brand in the top five overall Voices for MFW.Notably,75%of their owned MIV came from video content,highlighting the brands commitment to providing an engaging experience outside the show.To add to the shows excitement,Gucci invi

39、ted their A-list ambassadors like Kanawut Traipipattanapong($3.6M),New Jeans($481K)and Jannik Sinner($263K).In fact,Guccis placement featuring one of the ambassadors,Jin from BTS,ranked as the top placement for the entire show.SS25 Milan Fashion WeekInfluencerTop PlacementVoice Mix:Share of Value MI

40、VTop Voices by MIVVoice InsightsMediaSocial Presence Pays Off$3.6M MIV5 PlacementsKanawut TraipipattanaponggulfkanawutTotal MIV$12.3M 162 PlacementsGuccigucci$532K MIV6 PlacementsMaria Bottlemariabottle$2.6M MIV37 PlacementsVogue-USBrand FocusMediaInfluencerPartnerCelebrityOwned MediaMIV$24.5M Place

41、ments3.1KAvg MIV$7.8K OverviewInfluencer$1.8M MIVVogue-USvoguemagazineAlthough the competition at MFW is fierce,Bottegas frow never fails to stir up excitement.Featuring faces at the forefront of cultural conversations,the brand invited former campaign stars Jacob Elordi($7M)and A$AP Rocky($3.7M),al

42、ong with Kendall Jenner($4.9M)among many others driving media mentions.Additionally,Olympic champion boxer Imane Khelif made a surprise appearance,garnering$4.4M in media mentions.SS25 Milan Fashion WeekInfluencerTop PlacementVoice Mix:Share of Value MIVTop Voices by MIVVoice InsightsInfluencerMaste

43、ring Headlines for Impact92%6%2%1%1%$449K MIV5 PlacementsSabrina Sato sabrinasatoTotal MIV$4.1M 20 PlacementsVogue-US MimiyuuuhmimiyuuuhTamara Kalinictamarakalinic$154K MIV$69K MIV1 Placement3 PlacementsBrand FocusMediaCelebrityInfluencerOwned MediaPartnerMIV$22.4M Placements4.1KAvg MIV$5.5K Overvie

44、wCelebrity$547K MIVIzaizaTo mark Fendis centenary,brands creative director Kim Jones turned the clock right back to 1925 with a collection that paid homage to the brands founding era.But that wasnt the only headline of the evening.Fendi also seized the moment to promote their newest It-bag,Soft Peek

45、aboo,first launched in FW24 and now hitting the stores.The bag was seen in the frow on celebrities like Pia Alonzo Wurtzbach,fueling the buzz.This strategic product placement,showcased through the outfits of VIP guests,drove$3.2M in MIV overall and captured 14%of the shows total MIV.SS25 Milan Fashi

46、on WeekTop PlacementVoice Mix:Share of Value MIVTop Voices by MIVVoice InsightsA Lesson in Product Placement 45%25%16%13%1%$1.9M MIV12 PlacementsPia Alonzo WurtzbachpiawurtzbachTotal MIV$2.5M 101 PlacementsFendifendiMediaVogue-IT$525K MIV34 PlacementsInfluencer$361K MIV3 PlacementsYusur Al-Khalidias

47、oothesizzlerAndreadamo I Spring Summer 2025 I SSS25 Milan Fashion WeekKeyTakeawaysMilan Fashion WeekFindings Video-first for Engagement Beyond the ShowCelebrities to Drive Cultural Narratives Celebrity attendees were dominating the conversations around MFW.By inviting culturally relevant names,brand

48、s not only tapped into their social influence but also capitalized on wider,ongoing cultural conversations,boosting MIV beyond mere show coverage.Prada,for example,strategically leveraged the immense global influence of Enhypentheir impactful social placements and extensive media coverage contribute

49、d to the shows MIV by 35%.Milan Fashion Week RoundupMilan Fashion Week SS25 burst onto the scene taking creative risks,engaging a global audience and amassing$417.5M in Media Impact Value.Although many brands seized the opportunity to host their own off-schedule events,on-schedule showcases dominate

50、d the Italian fashion capital.APAC Voices AmplifiedAPAC influence continued to fuel MIV across Asian markets and beyond,with first four most impactful countries all hailing from the APAC region.South Korea amassed the greatest celebrity MIV through numerous A-list attendees who commanded global atte

51、ntion.On schedule brands invited some of the biggest names in K-Pop from Enhypen,Aespa,NCT and many more.SS25 Milan Fashion WeekOn-schedule brands played a pivotal role in driving MIV through their owned media channels.By leveraging the power of video,on average,brands garnered 81%greater value comp

52、ared to image placements.Incorporating video into your social strategy is key in creating engagement beyond the walls of the show,significantly boosting brand performance and connecting with followers in a more impactful way.MIV Media Impact ValueB Billion M MillionK Thousand Average$MIV-Average MIV

53、 per placement for a specific subset of data,allowing us to measure the average quality of a channelAvg.Eng.Rate%Average Engagement Rate in%:the percentage of subscribers engaged in a certain post,averaged across multiple posts of a channel.Media Impact Value(MIV*):Allows brands to assign a monetary

54、 value to every post,interaction or article to measure its impact and identify contributions to Brand Performance across Voices,channels and regions.This single measurement standard lets you compare and understand which strategies create the most media impact across print,online and social by reflec

55、ting the audience perspective.At Launchmetrics,our methodology is built on more than 15 years of experience,working with and for Fashion,Lifestyle and Beauty(FLB)brands globally,including China.Finely tuned with AI Machine Learning,the algorithm relies on both quantitative and qualitative attributes

56、 specific to the FLB industries(including audience engagement,industry relevance,source authority and content quality)to ensure overall accuracy and relevance when benchmarking in the growing competitive landscape.Engagement:The total number of interactions on a piece of content.For example,this inc

57、ludes comments,likes and shares.Methodology&Glossary ExpressionsHoliday Marketing 2024 Share of value(SOV):The percentage representation of a specific categorys contribution to overall MIV.It quantifies the proportion of MIV generated by a category relative to the total amount,providing insights int

58、o the categorys significance.Categories may include Voices,channels,brands,or specific events within the brands ecosystem(non-exhaustive).Placements:Social media posts,media articles,or blog posts which mention the brand.Online:Any online article is a placement.Each element of a gallery can also be

59、a placement.If an article is present in several sections of a media,it is counted once.If it appears in different media,it can be counted several times.Social:Any post from YouTube,Instagram,Facebook,X is counted as a placement.Print:Any article is a placement,which can contain several references.Ti

60、ers:Influencer tiers:Influencers&KOLs are categorized based on the number of followers they have on their social channels.A Voice with multiple social accounts is only categorized based on their largest social account audience.FLB Fashion,Lifestyle&BeautyInfluencers Tiers:Micro Influencers:10K-100K

61、followersMid-Tier Influencers:100K-500K followersMega Influencers:500K-2.5M followersAll-Star Influencers:More than 2.5M followersRead more about MIV HERE QueriesThe data in this report has been collected based on brand queries.Each brand is assigned a specific set of queries,for example:adidas OR a

62、didasy3 OR adidas_es OR adidasoriginals OR adidaswomen(not exhaustive)have been assigned to adidas for data collection purposes.The brands included in the report come from a selected set thats considered strongly related to the Fashion and Lifestyle,sector.Regional data analyzed covers the following

63、 locations:the Americas(North and South),APAC(Australia,China,India,Indonesia,New Zealand,Singapore and Thailand)and EMEA(Europe and the Middle East).SS25 Milan Fashion WeekVoicesLaunchmetrics Voice-Centric approach highlights the Voices creating value today to provide a holistic view of marketing p

64、erformance and cross-compare the impact various activities have on the customer lifecycle.Understand the Voices that are driving your brand mentions so that you can track,attribute and measure success accordingly.Media Any third party entity publishing content written by media professionals such as

65、a journalist,team,or freelancer.It can have sources in print,online and social.Celebrities Influential individuals that are known for something other than their digital presence such as actors,singers and athletes.Celebrities Influential individuals that are known for something other than their digi

66、tal presence such as actors,singers and athletes.Influencers/KOLs Any person who is not a celebrity and who has a relevant footprint on social media to influence consumers in their buying behavior/perception of a brand,including models and designers.Partners Any legal entity(brand,retailer)that can

67、publish content about another legal entity,for example:Sephora or IMG.Owned Media Any channel that belongs to the brand itself,for example:Instagram,Facebook,YouTube,TikTok,Weibo,RED.Date Range SS25 Milan Fashion Week:September 1530,2024PlatformsOnline and Social:Instagram,Weibo,YouTube,Douyin,Wecha

68、t,Facebook,Red,TikTok,Bilibili and X(formerly Twitter)Report Methodology and ScopeThe Leading Brand Performance Cloudfor Fashion,Lifestyle and BeautySoftware,Data and Insights to Track and Measure Your Brand Strategy and Campaign PerformanceBenchmark against your competitors,measure ROI and drive cost savingsQuantify your Brand Efforts with a single,unified metric,Media Impact Value(MIV)Simplify Media Monitoring with your print,online and social coverage all in one placeDive into global campaign data and filter by region,channel and VoiceLEARN MORE