The 2023 Autumn/Winter Fashion Week, which ended earlier this month, unceremoniously cleaned up various social platforms, announcing that the fashion circle has restarted, but now the topic is not only the design itself, but also various All kinds of celebrity effects, from fashion bloggers, Fashion Influencers, ladies… and of course there are new forces that cannot be underestimated, idol stars from Asia, especially Korea. The data platform Launchmetrics compiled a report on fashion week this time. In the infinite world of the Internet, who is the leader among the major boutique brands?
First understand what is MIV?
The word MIV comes from the abbreviation of “Media Impact Value” (media influence value). By capturing keywords of a theme and related activities, the influence of the media is digitized, and how much media value is created is calculated. Every community Platforms such as Instagram, Twitter, Facebook, Tik Tok, Youtube…, as well as printed materials, as well as the digital layout and number of videos of major media… are the benchmarks for this report.
How important is celebrity power?
In this 2023 autumn and winter big show, the dazzling report layout includes the performance brought by Influencers and celebrities. Compared with last year’s MIV media influence value, it has increased by 24.2%. Celebrities accounted for 140 million of the total MIV of $731 million at Fashion Week, or about 20%.
Dior Paris Fashion Week No. 1
Paris Fashion Week has too many wonderful shows full of topics, and it can also be said that it is the most competitive one among the four major fashion weeks. From the observation of MIV figures, Dior has the highest number of “photo downloads” in the brand, and brand ambassador Jisoo also contributed, accounting for 23% of Dior’s overall MIV. The IG post that has accumulated 8.28 million likes has an MIV value of $1.8 million. Dior overall leads the average of other brands in Paris by 62%, with a total of $42 million in MIV, followed by CHANEL in second place, followed by Louis Vuitton.
Most Downloaded Photos
Launchmetrics observes that when photos of a big show are updated on the Internet, the first Look is usually the most downloaded photo, and after counting every Look of each big show, it has just been mentioned that the total number of Dior photos in all brands The number of downloads is the highest, but if you want to talk about a single photo, the first look is Gucci’s first Look. The model is wearing a bikini made of metal chains and rhinestones, with a black dress and gloves. Eye-catching Look.
Great Leap Forward at London Fashion Week
Compared with last year’s London Fashion Week in autumn and winter 2022, this season’s MIV has greatly increased by 65%, with a total of $66.8 million in MIV. The big hero behind it is Burberry, the first result handed over by the new creative director Daniel Lee This single has attracted a lot of attention, and even in the report on single data, Burberry is the first place in the digital MIV of all brands in the four major fashion weeks. In London Fashion Week, the Genius collaboration series released by Moncler, and Taiwanese actress Li Yufen also gained a lot of exposure for Richard Quinn, becoming the third brand with the highest MIV in London Fashion Week.
Four major fashion week MIV rankings
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NYFW
No. 1 Michael Kors, MIV $17.7 million
Second Thom Browne, MIV $11.4 million -
LFW
No. 1 Burberry, MIV $8.5 million
Second Moncler, MIV $6.8 million
Third Richard Quinn, MIV $3.7 million -
IMF
No. 1 Prada, MIV $29.5 million
Second place Gucci, MIV $29 million
Third place Fendi, MIV $15 million -
PFW
No. 1 Dior, MIV $42 million
Second Chanel, MIV $25.8 million
Third Louis Vuitton, MIV $25.5 million
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