Brand Spotlight: COS
Consumer-centric activations are on the rise as brands recognize the value of this approach, leading to a shift in the tone of fashion week. With a $2.5 million MIV® and a #5 ranking at LFW, high-street brand COS leveraged fashion week as a key point in their consumer journey to FW21 with a “ see-now, buy-now ” approach – while maintaining their current rebranding setup to elevate the brand’s creative cachet. Their strategy focused on Owned Media, with their owned accounts driving 20% of their total MIV®.
Milan Fashion Week
With a total of $182 million in Media Impact Value™ generated this season, Milan Fashion Week (MFW) has received even more attention this year, with a record growth of $95 million in SS21, and $142 BTC Users Number Data million the year before for SS20.
The runway was filled with surprise collaborations, starting with an unforgettable Versace and Fendi mashup , as well as Boss and Russell Athletic joining forces – resulting in Boss jumping to #5 this MFW by raising over $7.5M in MIV®, a significant boost from the $4.5M they achieved last year for SS21. A contributing factor to the improved results for Boss was demonstrated in the power of Influencer Voice, which made up nearly 30% of their total MIV® this season.
Milan Fashion Week SS22 top
Brand Spotlight: Fendace (Fendi x Versace)
The big highlight of this year’s. MFW was not only the individual shows by Fendi and. Versace, but the remarkable collaboration between. The two industry titans . Fendi ’s exceptional show helped the brands Algeria Phone Number List generate. A total of $33M and $27M in MIV®, respectively, over the course of Milan Fashion Week. Specific mentions of the Fendi show generated $10.1M in MIV® – a unique result, surpassed only by Prada.
Owned Media proved to be a significant driver, representing 33% of Versace’s total MIV® and 15% of Fendi’s. However, they also benefited from the other brand’s Owned Media. In fact, 59% of Versace’s coverage explicitly mentioned Fendi. Likewise, 46% of Fendi’s coverage mentioned Versace, proving that this partnership really helped both brands support each other.
Paris Fashion Week
Paris Fashion Week (PFW) achieved an impressive total Media Impact Value™ of $297 million – an overall MIV® increase of 125% compared to the previous. FW21 season, and 128% compared. To last year’s SS21 – proving that even with the return of physical shows, digital content is still an. Important component and produces strong results across the board.
At PFW, Dior succeeded once again with its balanced. Voices division and intentional strategy, securing the brand in its top position after the previous SS21 and FW21 seasons. Several brands leveraged the voices of KOLs and celebrities in the APAC market, resulting in a $10.9M MIV® increase, in the case of Dior’s work with Jisoo. This strategy also worked to generate 367K in MIV® for Saint Laurent , thanks to Blackpink’s Rosé’s Vogue video of her getting ready for the show.
fashion week
Paris Fashion Week SS22 top brands by MIV®
Brand Spotlight: Balenciaga
Balenciaga ranked #4 in the overall brand rankings, as well as #4 in Owned Media, up from previous seasons. Its popular collaboration with The Simpsons helped generate an additional MIV® for the brand worth over $5 million. Overall, Media Voice was the strongest for Balenciaga, with a total of $4.5M in MIV® for the brand.
As the industry moves forward, and after SS22 brands begin to build their next strategies, it is always important to look back and see the results and trends of this season as an opportunity to learn and inspire future activations.
Recommendations for the future
Brands are joining forces: creative mashups from big labels have led to outstanding results, and partnerships have helped lift each other up – brands are truly shifting their thinking from competition – to collaboration.
Looking at new markets: Recognizing the importance of the APAC market has brought added value to brands. By working with KOLs or replicating events locally, brands have gained greater MIV® from voices such as influencers or media.
The merging of high-street and high fashion: brands have begun to recognise the value of a consumer-focused approach , leading to a shift in the tone of fashion week.
A Voice-centric approach and leveraging diverse voices. Owned Media has become the cornerstone of the digital future, and. Influencers and Celebrity. Voices are here to stay , while.
