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Lyst x Launchmetrics: media’s impact on fashion weeks in figures

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At a time of worldwide social media usage and lightning fast
livestreams a question arises: how do these factors impact the unchanged,
traditional fashion weeks, and how is that impact made?
Data research agency Launchmetrics and fashion search engine Lyst researched
this issue. The conclusion: fashion weeks still remain relevant for brands.
In fact, they
are a major influence on the search and buying behaviour of consumers.

During the fashion month of February, both platforms analyzed the
buying behaviour of over 104 million consumers worldwide and the Media
Impact
Value (an algorithm developed by Launchmetrics to measure the media impact
of
persons or messages) from international influencers.

, it turns out, generated
154.3 million US dollars
(converted at EUR 135.8 million) of Media Impact Value. Most of the
commotion
arose around Marc Jacobs, Tom Ford and Michael Kors. The number of online
searches for these brands increased during fashion week with
42 percent, 30 percent and 28 percent respectively.

Additionally, the Media Impact Value of the fashion weeks in , and was significant. Paris Fashion Week
accounted for 166.7 million euros worldwide.
dollar (converted approximately 147 million euros) in clicks, likes and
purchases.
Especially Dior, Chanel and Saint Laurent received a lot of attention. Milan
generated USD 142.2 million (EUR 124 million) in Media Impact Value;
London, at the latest, 62.7 million US dollars (EUR 60 million). These data
imply that there is a strong connection between the fashion weeks and the
consumer interest in the brands participating in it.

Fashion weeks and the influence of influencers

Endly noteworthy is the role of influencers during fashion weeks.
Influencers function during fashion weeks as a kind of link between brands
and the fashion industry.
consumers: they identify trends on the catwalks and on the street, and
accelerate new trends by posting them on social media.
window dressing. The most influencers this fashion season are according to
Launchmetrics and Lyst Leonie Hanne, Chiara Ferragni and Camila Coelho.

Italian Ferragni generated six of their own Instagram Posts during
Milan Fashion Week – and another 283 mentions in other media – a
record of approximately USD 3.4 million (converted EUR 3 million) in Media
Impact Value. Especially the outfit she wore to Prada’s show – an
grey checkered dress decorated with feathers, and a small pink Prada bag –
promptly increased the demand for similar dresses and bags by
150 and 225 percent respectively.

Brazilian-American entrepreneur Coelho wore during the eight days
lasting New York Fashion Week about fifty different outfits, with an
Media Impact Value of USD 1.3 million (EUR 1.14 million) to
result. To the show of Prabal Gurung she wore a cream-coloured
cargo pants of the brand. On the internet searches for this
type pants with 138 percent, and to items by Prabal Gurung with 108
percent.

The outfits the German Hanne wore during London and New York Fashion
Week increased the number of searches for similar outfits on the
Internet with an average of 206 percent. Within 24 hours after Hanne was
spotted
in a metallic dress, its popularity rose even by 505.
percent.

Kortom, the media impact of fashion weeks is significant, and is being
taken further
magnified by the activities of influencers. Whether this also the negative
environmental impact of the fashion weeks is still under discussion.

For additional figures on the media impact of fashion weeks, see
below infographic of Lyst and Launchmetrics:

Related from the archive:

  • This article was originally published on FashionUnited.NL,
    translated and edited.

    Picture: Marc Jacobs autumn/winter 2020, via Catwalkpictures |
    Infograph: Launchmetrics

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