1、FW24 Mens Fashion Week&SS24 Haute Couture WeekData Insights byKey Insights Driving the Leading Fashion WeeksMEDIA IMPACT VALUETM(MIV)0102MENS MILAN FASHION WEEK 0304MENS PARIS FASHION WEEKHAUTE COUTURE WEEK 05KEY TAKEAWAYSAgendaAI isnt a new concept at Launchmetrics.Weve worked with the most sophist

2、icated AI and machine learning technology for over five 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

3、 analytics for reporting.With this,MIV offers holistic 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 standardize

4、d metric,MIV offers brands a competitive advantage across 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 Expertis

5、eReachEngagementAdvertising ratesPosting frequencyand 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 a

6、nd even competitor activity-no 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 and ampli

7、fiers for their all-important content strategy.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.Ready to see MIV in action through the ey

8、es of Fashion Week?Lets go.Media Impact Value(MIV):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 be

9、fore;seven days after eventsMust contain a Fashion Week keywordMonitored globally acrossonline&social mediaSeason ComparisonChannelsKeywordsDates of Analysis(See Methodology page for more details)Mens Milan Fashion WeekInsightsOverall Event Figures With their impactful style choices and unique fan b

10、ases,celebrities have become intrinsic to the overall Fashion Week experience,and so their presence not only occupied the front rows,but also captured global attention.In fact,the Celebrity Voice ranked 2nd in the Voice split,amassing 27%of the total events MIV(equal to$32.5M).Looking at the top ten

11、 celebrities,it is clear that APAC stars continue to reign as the top valuable ambassadors for brands,with all ten originating from the region.The majority of them were South Korean celebrities,who also authored all top 10 placements for the event.Consequently,South Korea ranked 2nd in the country s

12、plit,just after Italy,generating 17%of the total events MIV.The most notable celebrity for the week was Karina,who amassed$4.2M in MIV across 4 placements,all of them appeared in the weeks most valuable placements ranking.The Overall Evolution of Mens Milan Fashion Week For yet another season,Mens M

13、ilan Fashion Week returned to the stage to unveil an unforgettable array of runway events with a lasting impact on industry trends.$119.7M.Thats how much MIVMens Milan Fashion Week drove in January 2024.Taking an even deeper plunge into the Voice Mix,there is a notable change in the power dynamics o

14、f Influencer&Owned Media Voices.With continuously shrinking budgets brands are prioritizing efficiency,resulting in greater efforts to activate audience engagement on their Owned channels.Consequently,this year saw Owned Media overtaking the Influencer Voice,as it was responsible for 8%more Share of

15、 Voice(SOV)in conversations around the event.Whilst Instagram remains the top valuable platform for Mens Milan FW and the industry at large,TikTok is rising in the ranks and finally placing in the top 3 most valuable channel list(just below Online).This year,almost$9M in MIV was generated through th

16、e content shared on TikTok.USA:$13M ITALY:$30.8M SOUTH KOREA:$19.9MThe Winning Brands of Mens Milan Fashion Week PradaPrada ranked 1st generating$32.3M in MIV.Yet again Prada focused on amplifying APAC Voices,which led to South Korea and Thailand topping the country ranks.The strongest Voice driving

17、 MIV was Celebrities,who accounted for 48%of the total MIV.This is due to the high attendance of APAC stars,who represented seven out of top ten Voices.South Korea ranked as the top region driving MIV thanks to attendees such as Karina($4.2M),Enhypen($2.9M),Lee Jae-Wook($1.7M),TWICE($849K)and Jaehyu

18、n($796K)garnering MIV through their content.Thailand ranked 3rd in the country split,due to the attendance of Win Metawin,whose Voice alone earned the brand$2.9M MIV.Not only did these celebrities boost Brand Performance through their Owned content,they also made a splash in headlines,resulting in h

19、eightened total impact.For example,total conversations related to Karina were worth$7.3M and Win Metawin,$6.2M.In addition to celebrity coverage,Prada amplified their Owned Media channels and generated$5.1M in MIV as the top Voice.GucciMarking Sabato De Sarnos menswear debut and ranking second overa

20、ll at MFW Mens,Guccis show earned$22.8M in MIV.This show also saw high coverage from APAC Celebrities,with Kanawut Traipipattanapong garnering$1.8M in MIV,IU,$1M and New Jeans-$594K.This resulted in South Korea&Thailand placing 2nd and 3rd in the country ranking.Gucci leveraged their Owned Media,wor

21、th$5.5M in MIV.Dolce&GabbanaDolce&Gabbana overtook Fendi this season,securing third place and garnering$18.1M in MIVThanks to high media coverage,the US placed 1st in the country ranking.One of the most interesting event attendees was Jeff Bezos,whose attendance captured public attention and generat

22、ed$982K in MIV.South Korea and Japan made it to the top five thanks to APAC stars Kim Seok-woo,Raul(Snow Man)and Jiratchapong Srisang attending and garnering$1.3M,$603K and$545K in MIV respectively.Top 3 Brands:Case StudiesBrandMIVTOP 20 Brands of Mens Milan Fashion Week by MIV$32.3M$22.8M$18.5M$13M

23、$6.4M$6.2M$3.5M$2.8M$2.8M$1.6M$1.2M$1.1M$909K$799K$460K$374K$373K$337K$327K$316K1234567891011121314151617181920Mens Paris Fashion WeekInsightsOverall Event Figures Similar to the event in Milan,Paris Mens was led by the Media Voice followed by the Celebrity Voice.Reflecting the industrys current int

24、erest in APAC celebrities,they were seen mingling in different front rows throughout the week,resulting in five APAC countries placing in the top ten country MIV ranking.The Overall Evolution of Mens Paris Fashion Week Against its iconic French backdrop,Mens Paris Fashion Week FW24 returned with met

25、iculously crafted shows that underscored the enduring influence of the event.Mens Paris Fashion Week drove a combined total of$205.8M in MIV.Influencers are still taking the lead over Owned Media for this event,however Owned Media performance is growing and will potentially surpass it soon.Both of t

26、hese Voices contributed to 11%of the total MIV,putting them neck-in-neck.TikTok overtook Online Media as the 2nd top channel below Instagram during Mens PFW and generated the most MIV per placement,with avg.MIV reaching$16K per placement.Japan$12.4M in MIVChina$6.9M in MIVThailand$7.5M in MIVSouth K

27、orea$15M in MIVIndia$7M in MIV APAC(TH,KR,CN,JP,IN)9/10 Top Celebrities originated from APAC.These celebrities continue to be a strong asset for Fashion and Luxury brands,with big names such as Tomorrow X Together(TXT),Raul(Snow Man),Sho Hirano and more in attendance.The Winning Brands of Mens Paris

28、 Fashion Week Louis VuittonLed by Pharrell Williams,Louis Vuitton topped the Paris rankings with$40.9M in MIV.The brands promotions across Owned Media garnered 23%of its total MIV.The brands show was attended by APAC stars such as Sho Hirano($2M),Jackson Wang($2M),Kunpimook Bhuwakul($2M),Takanori Iw

29、ata($1.2M)and Dylan Wang($1M)garnering MIV through their Owned placements.Other notable celebrity attendees were Bradley Cooper and rising K-Pop band RIIZE,driving media coverage worth$2.4M and$2.3M respectively.DiorRanking second overall at Mens PFW,Dior earned$30.8M in MIV.The FRow of Diors show t

30、his season demonstrated the pivotal role of the Celebrity Voice.As the top Voice for Dior during Mens PFW,Celebrities garnered 43%of the total shows MIV.South Korean band Tomorrow x Together stole the show by generating both Owned and adjacent mentions worth$6.6M.South Korea ranked as the top region

31、 for the show,thanks to Tomorrow x Together and other celebrities such as Jung Hae-In($1.7M),Eun Woo Cha()($1.2M),New Jeans($1.1M)and Hwang In Youp($781K)fueling MIV through their Owned Media.Dior also invited its ambassadors,Lewis Hamilton and Aurlien Giraud,to attend the show.This move generated c

32、onversations worth$1.2M and$198K respectively.Following the show,the brand announced Olympic athlete Aurlien Giraud as its newest ambassador,garnering$230K in MIV.LoeweThis season Loewe attracted global attention and secured 3rd spot(compared to its previous position of 6th place last year),with a s

33、how valued at$15.5M in MIV.Dotted with a notable line-up of male stars,the show received high Media coverage.The top viral placement was posted by i-D,worth$523K MIV.The lineup consisted of renowned faces,whose presence generated buzz through media for the brand respectively,such as Zayn Malik($2.6M

34、),Andrew Garfield($2.1M),Jamie Dornan($1.9M)and more.In terms of APAC coverage,Loewe invited stars such as Dew Jirawat Sutivanichsak($1.8M),NCTs Taeyong($501K)and Yoo Yeon-seok($458K)garnering MIV through their Owned social posts.Top 3 Brands:Case StudiesBrandMIVTOP 20 Brands of Mens Paris Fashion W

35、eek by MIV$40.9M$30.8M$15.3M$7.5M$6.4M$5.3M$4.5M$4.4M$4.1M$3.5M$3M$2.7M$1.9M$1.6M$1.3M$1.2M$1.2M$1.1M$1.1M$900K1234567891011121314151617181920Haute Couture WeekInsightsMalu Borges$1.5M MIVGessica Kayane$4.2M MIVOverall Event Figures The Overall Evolution of Haute Couture Week As Mens Paris Fashion W

36、eek concluded,high-end fashion powerhouses were just getting started.The anticipated arrival of Haute Couture Week drew celebrities,influencers and the media to the city to witness the unveiling of upcoming seasonal looks.Haute Couture Week drove a total of$232.2M in MIV.In line with general industr

37、y trends,Instagram remains the dominant platform for Haute Couture content(responsible for 50%MIV),but the growing value of TikTok(whose avg.MIV has reached$14.5K per placement),cant be ignored.The Media Voice(66%)remained the driving force behind Brand Performance during Haute Couture week,followed

38、 by Influencers(15%),Owned Media(10%),Celebrities(7%)and,lastly,Partner Voices(3%).That being said,the Top Voice for the week was Vogue(US),responsible for 4%of MIV of the overall coverage.The leading influencer for the week was ReemAbou Samra(reemabousamra),who garnered$2.6M and Gessica Kayane was

39、crowned as the top Celebrity Voice with$4.2M in MIV.Although the presence of APAC stars still created a noticeable MIV impact,South American regions infiltrated the top country MIV ranking.Thanks to extensive media coverage in the market,Brazil ranked 4th and Mexico 8th in the ranking(while India an

40、d South Korea took 7th and 9th place respectively.Brazil was responsible for 7%of the total events MIV,compared to South Korea(2%),which has been a particular focus for Fashion&Luxury brands recentlyInfluential figures from Brazil in attendanceThe Winning Brands of Haute Couture WeekDiorTopping this

41、 seasons ranking,Dior garnered$40.7M in MIV.For their Spring 2024 Couture show,Dior relied on their Owned Media which overtook almost all Voices in terms of MIV,except for the Media Voice.In fact,the brand garnered 18%of their MIV through their Owned Channels.Dior invited South Korean celebrity Han

42、So-hee and Thai star Tontawan Tantivejakul,who posted two top placements for the show,worth$728K and$427K in MIV respectively.Rihanna made a surprise appearance at the FRow,amassing media conversation worth$9.3M in MIV.SchiaparelliKicking off Haute Couture week,Schiaparelli ranked 2nd with a show wo

43、rth$33M.For yet another season the brand invited the buzziest celebrities to its front row,driving Brand Performance through media coverage.Zendayas extravagant FRow appearance amassed$14.4M MIV worth of discussions,representing 44%of the events total coverage.Zendayas Euphoria co-star,Hunter Schafe

44、r also attended the show,generating$8.9M.Jennifer Lopez was also in attendance,garnering$10.6M.ChanelIn third place was Chanel with a show valued at$24.7M in MIV.Placing as the top Voice,Chanel themselves garnered$4.5M in MIV,overtaking Influencer,Celebrity&Partner Voice coverage.The brand invited t

45、heir ambassadors New Jeans,who amassed$1.1M in MIV through their Owned Channels.Kendrick Lamar&Naomi Campbell were spotted in the FRow,garnering$4.2M&$3.1M respectively.Special Mention:Maison MargielaThis season Maison Margiela made a notable splash in headlines with their Spring 2024 show,which has

46、 placed them 4th in our ranking with$18.5M MIV.The brand partnered with Path McGrath to create doll-inspired makeup looks.This partnership garnered$5.5M in MIV both through adjacent coverage and brand owned mentions,representing 30%of the total shows MIV.Top 3 Brands:Case StudiesBrandMIVTOP 20 Brand

47、s of Haute Couture Week by MIV$40.7M$33M$24.7M$18.5M$17.9M$17.9M$12.7M$7.4M$4.9M$4.3M$4.2M$4M$3.7M$3.6M$3.1M$3M$2.1M$1.2M$906K$801K1234567891011121314151617181920Key TakeawaysRoundupAPAC Celebrities continued to fuel Haute Couture and Menswear interest in Asia,driving buzz in China,South Korea,India

48、 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 fashion industry at large.Their presence in the front rows of major fashion events serves as a testa

49、ment to the globalization of fashion and the recognition of the APAC market as a powerful force in shaping industry trends.Fashion Week Findings:Mens&Haute Couture Fashion Week RoundupCelebrity&Owned Media Voices Reign SupremeBoth Menswear and Haute Couture saw impressive total MIV figures,cementing

50、 the growing interest and buzz surrounding the event,while highlighting the new opportunities present for participating brandsSociety continues to live increasingly online.This digital era means audiences have real-time visibility of events like Fashion Weeks as collections drop to the runway.Influe

51、ncers have become trusted sources in our online communities.The Voice still ranks highly for MIV,but Celebrities are climbing the ranks,as star-quality Voices from across the globe attended and shared content from all events.In what could be seen as a safe bet strategy in these challenging times,bra

52、nds were turning to their Owned Media channels for promotion.This move saw Owned Media increasingly overtaking Influencer Voice-generated impact.TikTok:No Slowing Down in SightTikToks influence and importance on the fashion Brand Performance landscape is gathering pace.The platform now ranks as one

53、of the top most valuable channels for Fashion Week,with related event placements receiving the highest average MIV across the app.The Asian InfluenceMethodology:Period:Mens Milan Fashion Week:January 10th-January 18th,2024;Mens Paris Fashion Week:January 14th-January 28th,2024;Haute Couture Fashion

54、Week:January 20th-February 1st,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,including Brand Per

55、formance.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,and Markets by ass

56、igning 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 including audience

57、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 related to search

58、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,Influencers,Partners and

59、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 Value generated by

60、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 competitors.MIV$Media I

61、mpact 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 EXPRESSIONSThe Leading Brand Performance Cloud for Fashion,Lifestyl

62、e 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