Last year, the entire fashion industry wondered what the industry’s future would look like, whether Fashion Weeks would continue as usual, or whether everything would be in a digital format. Inevitably, the pandemic forced the industry to adapt, and global Fashion Weeks did take place, albeit in a slightly different form. For over ten years, Launchmetrics, the Brand Performance Cloud for the fashion, luxury, and beauty industries, has provided brands with the tools and services they need to improve their brand performance. This year, the Fédération de la Haute Couture et de la Mode partnered with Launchmetrics to build a digital platform to continue hosting Paris Fashion Week, even under mandated restrictions.
Together, we also published an exclusive data report around Paris Fashion Week and Haute Couture Week, showcasing the Media Impact Value™ driven by each event.
The Media Impact Value™ is a proprietary algorithm created by Launchmetrics to measure and compare the impact of all media placements and mentions on different Voices in the Fashion, Luxury, and Beauty sectors.
$39.54M MIV® for Paris Fashion Week Men’s Fall-Winter 2021-2022
Paris Fashion Week Men’s Fall-Winter season, held in a digital format in January, accumulated 137% more Media Impact Value™ than the Spring-Summer season. Digital shows have become more popular this season, which is evident in the Media Impact Value™. Brands’ Owned Media also played an important role this season, representing 31.5% of total MIV®, which increased +144% from the previous season. The Maisons played an essential role in the promotion of their shows and the entire Fashion Week.
Although Instagram remains the preferred channel to help amplify the shows, YouTube is showing robust growth this season with +58% in MIV® from last season. Discover other insights for Paris Fashion Week Men’s in our latest data brief, which includes a ranking of the 10 Maisons that generated the highest MIV®, as well as the top strategies driving MIV® and the countries driving value.
$67.42M MIV® for the Haute Couture Week Spring-Summer 2021-2022
The Haute Couture Week Spring Summer 2021-2022 generated $67.42M Media Impact Value™, similar to last digital season. This season, the Celebrities’ Voice exploded, experiencing strong growth of +124% compared to the previous season. However, Media Voice continues to remain the best performing Voice for Haute Couture. Instagram remains the favorite channel, although Facebook’s performance continues to grow. Chanel, Fendi & Dior are the three Maisons that generated the highest MIV® during Haute Couture Week and alone represented 98% of the overall value, which is incredibly impressive.
For more insights on Haute Couture Week Spring Summer 2021-2022, download the report that Launchmetrics published in partnership with the FHCM. For Paris Fashion Week Women’s Fall-Winter 2021-2022 insights, stay in touch with the FHCM or contact a member of the Launchmetrics team via the website.