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S S// 2 0 1 8 DATA on the REPORT RUNWAY 1 2 Methodology Benchmarking the & Glossary International Runways By Michael Jaïs, Launchmetrics CEO 3 5 Digital 4 A Trip Through the Fashion Week Top 4 Fashion Trends Weeks From New York to Paris: New York Fashion Week Data on the Runway Data London Fashion Week Milan Fashion Week Paris Fashion Week 5 What’s the Future of Fashion Week? Experts from the industry offer their vision Index METHODOLOGY The content in this report has been We have monitored and analyzed generated according to the data obtained online media publications and blogs, through Launchmetrics monitoring tools as well as social networks, to gather Share and our internal Data Labs & Analysis information about the digital impact of Teams. brands, users, influencers and the various Fashion Weeks. of Voice The data found in this report was compiled during the period of August 28th to October The percentage of total 6th. placements a designer received compared to other designers showing. This value can be applied to both online and social. Also called “online participation”. Influencer Share of Engagement/ Any individual – whether celebrity (actor, musician, etc.), reality TV star, Engagement: model, journalist or blogger – with a The percentage of prominent voice in the engagement a designer media who generates received compared to significant reach and other designers showing. Data on the Runway Data engagement for This value can be themselves and others. applied to social media. Share Media Impact Value (MIV) of Value Our media impact value In order to capture the FLC-specific market algorithm measures the most accurate media data and our internally The percentage of total impact of all relevant value for Fashion, Luxury engineered content media value (MIV) a media placements on all and Cosmetics quality score to deliver designer received channels (online, social, companies (FLC), our an accurate media compared to other print), inclusive of paid, proprietary algorithm impact value. designers showing. This owned, earned mediums relies on widely shared value can be applied to in order to derive a criteria, such as audience both online and social. quantitative number for and engagement, performance outcomes. combined with GLOSSARY 01 BY MICHAEL Benchmarking the International Runways Data on the Runway Data JAÏS GLOSSARY Benchmarking One of the 10 leading trends impacting the industry this year are new technological developments the and the ensuing increase in pace repeatedly brought up in conversations with clients and across the entire sector. colleagues from the industry. These are issues that International cause distress because they impact the industry at different levels, especially when it comes to costs, Runways investments, sales, branding and future innovations. Companies need to obtain data that gives them a We have worked diligently to gather all of the most relevant clearer picture of the effectiveness of their actions data, thoroughly analyzed it and listened to the opinions of and investments. This is why we’ve leveraged our own the industry leaders shaping the conversation to bring you By Michael Jaïs technology and expertise in the field to gather and the first annual edition of this comprehensive report. analyze comprehensive data in order to reach insightful Launchmetrics CEO conclusions on the main international Fashion Weeks: New York, London, Milan and Paris. These events have not only become a global showcase for the industry, but a gauge for the marketing and communication strategies put in place by brands of all kinds for the In 2017, the savvy shopper will be characterised launch of their collections. 6 main by 6 main qualities. Even if we had taken a step back five years ago to stop and think about how technology When it comes to international Fashion Weeks, Based on this data, we’ve discovered that influencers qualities and digitalization would impact a fashion the impact of technology is just as apparent. only posted 7% of the total social media content during week, none of us could have possibly We have gone from seeing an exclusive front New York Fashion Week, yet they generated more than imagined anything close to what is row made up of journalists from prestigious 57% of the overall engagement. Data trends show that Better Informed More Demanding More Volatile happening today. publications – armed with cameras, pen and fashion brands are recognizing the power of these paper in hand – to one filled with bloggers, influencers and collaborations are becoming more Online search on Seeking Alternative shopping As predicted by both McKinsey, in The State Instagrammers and influencers of all kinds, prevalent in their efforts to reach consumers around the demand, even in personalization options are just one click Data on the Runway Data of Fashion report, and The Business of stores. and seamlessness. away. whose main tools are smartphones and tablets. world. Fashion, one of the 10 leading trends impacting the industry this year are new They call what they do “social communication” – As this Data on the Runway SS2018 report explores how technological developments and the providing followers with snaps of looks coming the Fashion Weeks are evolving we only found it fitting 1 ensuing increase in pace across the entire 2 3 down the runway in real time – another factor to speak to industry experts, such as Mark Beckham, VP sector. But let’s take a closer look and see that’s speeding up the entire supply chain of Marketing at the CFDA, Jenico Preston, Commercial More Conscious Connected to Others Always "ON" what these global trends actually imply. process within fashion companies. Over the last Director at the British Fashion Council, Carlo Capasa, Values oriented Product review and Always connected, two years, it seems that the only thing anyone is President of the Camera Nazionale della Moda Italiana and in search for experience sharing on shopping around the Today’s new fashion consumer is more tech talking about is “see now, buy now”, a key or CNMI and Pascal Morand, the President of the authenticity. blogs and other social clock, but time savvy than ever and this means that it has phenomenon that has resulted from all of this. Fédération Française de Couture, to understand their media. constrained. become practically impossible to go through However, the democratization of the runway views on the future of these events. your daily routine without using at least one and the manner in which brands are now 4 5 6 form of electronic device. reaching consumers, are also evident Our intention is to provide a clear, global vision of the symptoms of how the industry is moving at an current situation of these international Fashion Weeks increasingly rapid pace. and the brands that participate in them. But, most of the savvy shopper The Business Fashion & of McKinsey Fashion of The State *2017, importantly shine a light on where the data says the In the last few years, these issues have been future of fashion is heading. The democratization of the runway and the manner in which brands are now reaching consumers, are also evident symptoms of how the industry is moving at an repeatedly brought up in conversations with clients and increasingly rapid pace. colleagues from the industry. These are issues that cause distress because they impact the industry at different levels, especially when it comes to costs, investments, sales, branding and future innovations. Companies need to obtain data that gives them a We have worked diligently to gather all of the most relevant clearer picture of the effectiveness of their actions data, thoroughly analyzed it and listened to the opinions of and investments. This is why we’ve leveraged our own the industry leaders shaping the conversation to bring you technology and expertise in the field to gather and the first annual edition of this comprehensive report. analyze comprehensive data in order to reach insightful conclusions on the main international Fashion Weeks: New York, London, Milan and Paris. These events have not only become a global showcase for the industry, but a gauge for the marketing and communication strategies put in place by brands of all kinds for the launch of their collections. Even if we had taken a step back five years Michael Jais ago to stop and think about how technology When it comes to international Fashion Weeks, Based on this data, we’ve discovered that influencers Michael Jaïs and digitalization would impact a fashion the impact of technology is just as apparent. only posted 7% of the total social media content during Launchmetrics CEO week, none of us could have possibly We have gone from seeing an exclusive front New York Fashion Week, yet they generated more than imagined anything close to what is row made up of journalists from prestigious 57% of the overall engagement. Data trends show that happening today. publications – armed with cameras, pen and fashion brands are recognizing the power of these paper in hand – to one filled with bloggers, influencers and collaborations are becoming more As predicted by both McKinsey, in The State Instagrammers and influencers of all kinds, prevalent in their efforts to reach consumers around the of Fashion report, and The Business of on the Runway Data whose main tools are smartphones and tablets. world. Fashion, one of the 10 leading trends impacting the industry this year are new They call what they do “social communication” – As this Data on the Runway SS2018 report explores how technological developments and the providing followers with snaps of looks coming the Fashion Weeks are evolving we only found it fitting ensuing increase in pace across the entire down the runway in real time – another factor to speak to industry experts, such as Mark Beckham, VP sector.

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