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 :

New York Fashion Week Data on the Runway Data London 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: , 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 , 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. 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 what these global trends actually imply. process within fashion companies. Over the last Director at the British Fashion Council, Carlo Capasa, two years, it seems that the only thing anyone is President of the Camera Nazionale della Moda Italiana 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 Data trends show that fashion savvy than ever and this means that it has phenomenon that has resulted from all of this. the Federation de la et de la Mode, become practically impossible to go through However, the democratization of the runway to understand their views on the future of these brands are recognizing the power your daily routine without using at least one and the manner in which brands are now events. of these influencers and form of electronic device. reaching consumers, are also evident symptoms of how the industry is moving at an Our intention is to provide a clear, global vision of collaborations are becoming more increasingly rapid pace. the current situation of these international Fashion prevalent in their efforts to reach Weeks and the brands that participate in them. In the last few years, these issues have been But, most importantly shine a light on where the consumers around the world. data says the future of fashion is heading. GLOSSARY 02 SS2018

5 Digital Trends from the Fashion Data on the Runway Data Weeks

What happened during the SS2018 season?

FASHION WEEKS GLOSSARY

1. Influencers Boost Engagement ONLINE PARTICIPATION* IN THE CONVERSATION

New York stands out for the After crunching the numbers, the data on the participation of a perfect quintet: engagement generated as well as the level of Paris FW New York FW Nicki, Bella, Kim, Taylor and Gigi participation in the global Fashion Week conversation, shows that New York has a much 28.0% 29.0% greater power to generate social interactions than its European counterparts. The four Fashion Weeks have proven somewhat equal when it comes to *Percentage of Participation: share of voice (between 21% and 29%). However, Content generated by online when we take a look at the numbers on publications, social media and engagement we see that New York generated blogs related to SS2018 close to two billion interactions on social media – Fashion Weeks. 12% more than Paris, which came second.

This result stems from a variety of traditional and nontraditional influencers – including models, music artists, actors and bloggers. We need only Milan FW NICKI observe the number of interactions caused by the London FW top 10 influencers in New York (more than 44 22.0% 21.0% million), whereas the top 10 in Paris, Milan or London generated between 10 to 13 million. The ultimate influencer quintet – Nicki Minaj, , Kim Kardashian, and BELLA – are the women powering this burst of INFLUENCERS: engagement. Collectively the five of them created a total of 56 posts throughout New York Fashion SHARE OF VOICE VS Week, which resulted in more than 32 million SHARE OF ENGAGEMENT social interactions.

There’s an overall trend worth highlighting which Share of Voice

Data on the Runway Data we see repeated at each Fashion Week this season: KIM Share of Engagement the coverage by the influencers is minimal – between 3% and 7% of the total number of posts 60% 57% uploaded during fashion month. Yet, despite this small percentage, the engagement sparked by TAYLOR these opinion leaders is staggering: between 33% and 57%. 43% 40% 33% 34%

GIGI 20% The coverage by influencers 7% 5% 4% during Fashion Week is minimal. 3% Yet, the engagement sparked by 0% these opinion leaders is NY LONDON MILAN PARIS FASHION WEEKS staggering: between 33% and 57%. # of Posts 2. Models Who Influence: A Brand’s GIGI HADID Engagement (#Interactions) Best Weapon DATA MIV ($)

Bella & Gigi, the dynamic digital duo.

Whether they’re on or off the runway, all Gigi and Bella Hadid need to do is post content online and they have 9 the power to dramatically boost the engagement ratio of any international brand they work with. The sisters +4M certainly took the spotlight at New York, London, Milan $1M and Paris Fashion Weeks.

Gigi, who hit the runway for her third collection with Tommy Hilfiger, created a total of nine posts related to the brand. These alone generated over four million 1 interactions. +1.43M Overall, we see that the 19 NYFW posts by the Hadid $611K sisters caused more than 11 million interactions.

Similar results occurred in Milan when Bella posted six times, generating three million plus interactions and $1M in estimated media impact value, distributed 2 mainly amongst , Alberta Ferretti, and +1.4M Moschino. $603K While some brands chose to work with these top-ranking influencers, others, such as Versus at LFW, chose to work with more niche influencers Data on the Runway Data which allowed them to reach a more segmented audience. For Versus Versace, this was a successful 2 approach as it ranked in the top 5 most engaging brands at LFW. Therefore, the question is: how much +1M should the influence of models affect the way a brand $484K makes its fashion show casting choices?

© Vogue.es

2 +968K The 19 NYFW posts by the $447K Hadid sisters caused more than 11 million interactions.

FASHION 3. Celebrities Who Revolutionize BRANDS IMPACTED BY Social Media NICKI MINAJ

# of Posts Nicki Minaj steps out at New York Engagement Fashion Week (#Interactions) MIV ($)

Casting influential models is certainly a winning 14 strategy for some brands, but what is also to be 7.659M considered is the off-runway influencers or celebrities who sit front row: actors, music artists $5.97M and others whose power of voice results in a high number of engagement for brands. Nicki Minaj, the well-known hip hop artist who stated this NYFW season was “her favorite Fashion Week”, has helped generate engagement and 3 added value for several brands such as Oscar de 1.693M la Renta, Monse, , Philipp Plein and Paul Andrew. Her presence at these shows led to $1.34M a large leap in engagement numbers for a long list of brands and designers. Nicki Minaj wearing for the Harpers Bazaar Icons party during #NYFW. In the case of Oscar de la Renta, her role with the brand is especially noteworthy as it only took her 5 14 posts to generate over 7 million interactions. 1.467M But Nicki wasn’t the only celebrity to attend $1.24M Fashion Week whose presence caused a major impact. Singer and actress Selena Gomez uploaded a video on her account Data on the Runway Data mentioning her collaboration with Coach in the caption. The post received over 33,000 3 comments and 3 million likes that week; this number has now gone up to over 16 million. 718K $957K

Selena Gomez’s video mentioning her collaboration with Coach. 1 In the case of Oscar de la Renta, 522K Nicki’s role with the brand is $522K especially noteworthy as it only took her 14 posts to generate over 7 million interactions. NEW 4. Democratization at the Forefront of Fashion Week Roland Mouret 1.0% Roksanda LONDON 0.8% DESIGNERS Shrimps IMPACT (MIV) Gucci, , Coach, and Louis 0.9% Vuitton: these are the brands leading social Nico Panda ONLINE & engagement generated during these 1.0% SOCIAL international Fashion Weeks. Sophia Webster 1.1% Gucci, having previously been noted for its Anya Hindmarch expertise in this field, was once again Others 1.1% considerably advanced in this area. During 15.6% fashion month more than 113,000 posts about Mary Katrantzou the Italian fashion house were created which 1.2% resulted in 40 million interactions on social Preen by Thornton media. Bregazzi Tommy Hilfiger 1.3% 22.0% It may be expected to see these long-standing Simone Rocha luxury houses in the lead internationally, but 1.3% what’s also worth noting is Tommy Hilfiger’s Temperley London impact during London Fashion Week. This 1.3% American label was invited to show in the British capital this season and managed to rank in the JW Anderson 1.9% Data on the Runway Data top 10 brands with the most engagement (out of Burberry 246 brands participating in NY, London, Milan and Molly Goddard 17.7% Paris). 1.9% Julien Mac Donald ’s impact in London is yet another 2.0% indicator of fashion’s democratization; an Erdem affordable brand making it to the top of the list, Topshop alongside Burberry and Tommy Hilfiger. Fashion 2.1% Week no longer belongs to the fashion elite; Christopher Kane 12.7% consumers around the world – whether industry 2.6% Versus Versace professionals or not – are taking part thanks to Emporio Armani 6.3% social media, influencers and online publications. 4.3% Look from the #FW2017 Topshop show at the #SS2018 London FW. For many brands, fashion shows have become marketing tools with which they can put their creations on display for a massive, global audience to see. Topshop’s impact in London is yet another indicator of fashion’s democratization.

NEW Germany GEOGRAPHICAL 5. International Fashion Weeks and Their Impact 2.7% IMPACT India 2.7% (SHARE OF VALUE) OF MILAN Spain In less than a decade the arrival, and integration of social 2.7% FASHION WEEK media platforms into the daily lives of a global population has made the fashion industry both more international and connected. The multitude of social channels, the "in real Italy time" show access they give via coverage provided by United States international online media and the resulting hyper-speed 12.2% 49.3% culture have broken through geographical boundaries.

This explains, for instance, why the impact caused by any one of these Fashion Weeks is not solely limited to its France market of origin. New York and London Fashion Weeks 12.7% are prime examples of this. In the case of New York, 67% of the media value generated was in the USA, while 16% originated in the UK and the remaining 17% was split amongst France, Spain, Italy, Germany and India. United Kingdom

A similar breakdown is found when analyzing what 14.9% happened in London with nearly 40% of the media value having been generated in the UK, 39% in the United States, 5.4% in India, while the rest was split amongst France, India GEOGRAPHICAL Spain, Italy and Germany. 2.1% Spain IMPACT In the cases of Milan and Paris however, the impact is 2.7% Data on the Runway Data much more evenly split on an international level, and on (SHARE OF VALUE) top of that, the largest percentage of impact in media Italy OF PARIS did not happen in the countries where these Fashion 4.3% Weeks took place. 49.3% of the total media impact value FASHION WEEK generated throughout Milan Fashion Week came from the United States, 14.9% from the UK, 12.7% from France, 12.2% from Italy and 2.7% from Spain. United States

Similar figures were seen upon analyzing Paris Fashion 51% Week: 51% of the total impact can be attributed to the USA, 19% from the UK and 14% from France. France The results of this data show that globalization has an The results of this data show undeniable effect on the international runways and that 14.20% there are some markets that are more “social” in the that globalization has an online environment when it comes to Fashion Week, undeniable effect on the than others. international runways. United Kingdom 19.6%

NEW 03 TOP 4

A Trip Through the Top 4 Fashion Weeks Data on the Runway Data

FROM NEW YORK TO PARIS

FASHION WEEKS NEW FASHION

SS 2018 NYFW LFW

Data on the Runway Data MFW To better understand the democratization of Fashion Week and the impact of brands and the influencers they collaborate with, we have taken a closer look at each fashion PFW capital. These are our findings... Analysis

FASHION WEEKS NEW WEEKS NEW

When we take a closer look at New York One short video of Selena Gomez with a publications were the most influential in Fashion Week we see that 50% of the fan is all she needed to share to trigger the generating the remaining 20%. share of engagement generated was by most impact out of any single post during Surprisingly, the top online publication isn’t prominent names in the industry: Coach, NYFW. Following Selena Gomez is Kim one that is primarily known for its fashion Calvin Klein, , , Kardashian, who proves once again to be coverage. AOL topped the list with a total SS 2018 and Oscar de la Renta. incredibly influential during NYFW holding media impact value of 1,944,639 from 91 the second and third most popular social posts while Daily Mail obtained the second A diverse crowd of celebrities and posts with more than 57K comments and highest in MIV with 205 posts; it had a influencers graced the front row at Calvin 3.4M likes collectively. These posts, unlike greater share of voice. Vogue is listed as Klein to see Raf Simmon’s second Selena Gomez’s, were focused on her third, demonstrating that it is still the collection: from Lupita Nyong’o and Jake outfits: one by Alexander Wang and one leading fashion publication in the industry. It is also important to emphasize the value The recent changes in the industry have Gyllenhaal to Kate Bosworth, Christina by Tom Ford, these brands represent 5.8% Ricci and . It was a and 6.7% respectively of the total of each post or article created by these many professionals speculating about the online media. While each placement in future of Fashion Week. While some collection inspired by American horror engagement accumulated by social stories with prints from Andy Warhol’s media during NYFW, while Calvin Klein Daily Mail has an average media impact brands are experimenting with new value of $7,000, in the case of Vogue, the business models – such as “see now, buy Death and Disaster series; its engagement ranked first at 10%. during NYFW on social resulted in value of each article or post adds up to now” – others are choosing to migrate their more than $16,000. The fact that AOL and shows to other fashion capitals, such as 23,440,769 interactions. Nicki Minaj’s 22 NYFW-related posts Data on the Runway Data Daily Mail were the top online publications Proenza Schouler and Rodarte. Some have made her social account the most Coach and its spot-on collaboration with engaging out of all of the celebs. Overall, indicates just how popular NYFW is even begun to wonder whether New York among the general public, not just Fashion Week has started to lose its luster. Selena Gomez was also at the top of the Minaj managed to inspire 11,965,588 list. Known for its American heritage interactions and her most engaging industry insiders. NYFW Nevertheless, according to the data, New leather goods, Coach has only been picture was in collaboration with Oscar de showing clothing collections since la Renta. This classic American designer is What we can conclude from these results York Fashion Week was the international is that celebrities such as music artists and leader, generating the most engagement February 2013 with Stuart Vevers at the probably not the first thing that pops into helm, but it’s their influencer marketing the minds of Minaj’s fans when they think reality TV stars are the type of influencers Analysis across online and social platforms. That’s the most impactful American brands 38% to be exact, compared to Paris at 26%, strategy that has put their name on the tip of her style, yet it was this sartorial odd of every millennial's tongue. Selena couple that made it such a winning choose for their shows as opposed to Milan at 22% and London at 14%. A total of bloggers – as is partly the case in Paris – 201,033,214 interactions (engagement) Gomez captured her social audience with partnership. A total of 14 posts were a post that was neither runway focused created in collaboration with Oscar de la and finally, that a union between two were generated on posts related to New opposites can make for a successful York Fashion Week. nor about her head-to-toe Coach look – it Renta in which Minaj triggered 7,640,298 was about her excitement in meeting her interactions. influencer/designer collaboration. To truly young fans while subtly mentioning the understand how impactful influencers can launch of her new bag for the brand in the Social media represents 80% of the share be, we need only observe that even caption. This post triggered 33,869 of value – percentage of media impact though influencers posted 7% of the comments and 3,250,982 likes. value generated – during NYFW, but it’s content related to NYFW, they generated also important to note which online 57% of the total engagement.

YORKLON NEW 50% of the share of engagement generated was by prominent names in the industry: Coach, Calvin Klein, Ralph Lauren, Tom Ford, Michael Kors and Oscar de la Renta.

When we take a closer look at New York One short video of Selena Gomez with a publications were the most influential in Fashion Week we see that 50% of the fan is all she needed to share to trigger the generating the remaining 20%. share of engagement generated was by most impact out of any single post during Surprisingly, the top online publication isn’t prominent names in the industry: Coach, NYFW. Following Selena Gomez is Kim one that is primarily known for its fashion Calvin Klein, Ralph Lauren, Tom Ford, Kardashian, who proves once again to be coverage. AOL topped the list with a total Michael Kors and Oscar de la Renta. incredibly influential during NYFW holding media impact value of 1,944,639 from 91 the second and third most popular social posts while Daily Mail obtained the second A diverse crowd of celebrities and posts with more than 57K comments and highest in MIV with 205 posts; it had a influencers graced the front row at Calvin 3.4M likes collectively. These posts, unlike greater share of voice. Vogue is listed as Klein to see Raf Simmon’s second Selena Gomez’s, were focused on her third, demonstrating that it is still the collection: from Lupita Nyong’o and Jake outfits: one by Alexander Wang and one leading fashion publication in the industry. It is also important to emphasize the value The recent changes in the industry have Gyllenhaal to Kate Bosworth, Christina by Tom Ford, these brands represent 5.8% Ricci and Helena Christensen. It was a and 6.7% respectively of the total of each post or article created by these many professionals speculating about the online media. While each placement in future of Fashion Week. While some collection inspired by American horror engagement accumulated by social stories with prints from Andy Warhol’s media during NYFW, while Calvin Klein Daily Mail has an average media impact brands are experimenting with new value of $7,000, in the case of Vogue, the business models – such as “see now, buy Death and Disaster series; its engagement ranked first at 10%. during NYFW on social resulted in value of each article or post adds up to now” – others are choosing to migrate their more than $16,000. The fact that AOL and shows to other fashion capitals, such as 23,440,769 interactions. Nicki Minaj’s 22 NYFW-related posts Data on the Runway Data Daily Mail were the top online publications Proenza Schouler and Rodarte. Some have made her social account the most Coach and its spot-on collaboration with engaging out of all of the celebs. Overall, indicates just how popular NYFW is even begun to wonder whether New York among the general public, not just Fashion Week has started to lose its luster. Selena Gomez was also at the top of the Minaj managed to inspire 11,965,588 list. Known for its American heritage interactions and her most engaging industry insiders. Nevertheless, according to the data, New leather goods, Coach has only been picture was in collaboration with Oscar de showing clothing collections since la Renta. This classic American designer is What we can conclude from these results York Fashion Week was the international is that celebrities such as music artists and leader, generating the most engagement February 2013 with Stuart Vevers at the probably not the first thing that pops into helm, but it’s their influencer marketing the minds of Minaj’s fans when they think reality TV stars are the type of influencers across online and social platforms. That’s the most impactful American brands 38% to be exact, compared to Paris at 26%, strategy that has put their name on the tip of her style, yet it was this sartorial odd of every millennial's tongue. Selena couple that made it such a winning choose for their shows as opposed to Milan at 22% and London at 14%. A total of bloggers – as is partly the case in Paris – 201,033,214 interactions (engagement) Gomez captured her social audience with partnership. A total of 14 posts were a post that was neither runway focused created in collaboration with Oscar de la and finally, that a union between two were generated on posts related to New opposites can make for a successful York Fashion Week. nor about her head-to-toe Coach look – it Renta in which Minaj triggered 7,640,298 was about her excitement in meeting her interactions. influencer/designer collaboration. To truly young fans while subtly mentioning the understand how impactful influencers can launch of her new bag for the brand in the Social media represents 80% of the share be, we need only observe that even caption. This post triggered 33,869 of value – percentage of media impact though influencers posted 7% of the comments and 3,250,982 likes. value generated – during NYFW, but it’s content related to NYFW, they generated also important to note which online 57% of the total engagement.

LON YORK NEW Data on the Runway The Most Impactful Designers Others These are the designers who generated the most impact during #NYFW 17.6% NEW YORK DESIGNERS SHARE OF VALUE (MIV) SOCIAL MEDIA J Zac Posen /ONLINE & SOCIAL 1.4% Engagement (#Reactions) Monse 1.5% Calvin Klein Marchesa 10.0% 1.5% 25.8 M Coach 1.6% 23.2 M 8.9% 1.6% 13.6 M Tom Ford 7.9% 1.6% Christian Siriano 12.9 M Prabal Gurung 1.8% Michael Kors 2.0% 7.0% 12.2 M 2.0% Alexander Wang 2.6% Philipp Plein 5.8% Oscar de la Renta 3.3% 5.6% Marc Jacobs ONLINE MEDIA 5.6% Media Impact Value (MIV) Victoria Beckham 5.5%

$6 M Ralph Lauren 5.2% NEW $5 M 34% $3.7 M Calvin Klein, Coach, Tom Ford and Michael Kors add up to almost 34% of the total Media Impact Value $3.39 M generated during #NYFW

$3.35 M

YORK LON YORK NEW Data on the Runway Where #NYFW generated the Top 5 Online Publications most interest

Following these top 5, interest was generated across the These media channels generated the greatest impact during NY Fashion globe from Germany, India and Mexico to Brazil and Week. Australia! Media Impact Value Media Impact Value # of Posts (MIV) 1 $1.9 M # of Posts they made 91 $84 M $20 M US 181,548 UK 38,220

2 $1.4 M 205

$5.6 M $3.5 M $3 M FRANCE 16,362 SPAIN 8,835 ITALY 8,794

3 $1.1 M 71

The Impact of Influencers Influencers represent 7% of the conversation during #NYFW. However, they generated 57% of all engagement. 4 $974 K 103 Participation 7% Participation 93% Share of Share of Engagement 57% Engagement 43%

INFLUENCERS OTHERS 5 $879 K 33

LON YORK NEW WEEKS Top 10 Influencers on Social Media Top 3 Instagram Posts

These were the top voices on social media during #NYFW These were the most engaging Instagram posts about New York Fashion Week.

Oscar de la Renta’s unexpected, yet spot-on collaboration 1 22 with Nicki Minaj generated 7.6 M engagements. Talk about a 11.9 M match made in influencer-marketing heaven! Selena Gómez 1 Designer: Coach Nicki Minaj nickiminaj MIV $1.5 M Comments 33 K Media Impact Value generated by 6 1 Likes 3.2 M mentions: $9M in 22 placements 3.2 M Global engagement : +11M interactions Selena Gómez selenagomez

2 7 5 16 8 M 2.8 M 2 3 Kim Kardashian Kim Kardashian Bella Hadid Nina Dobrev bellahadid nina Data on the Runway Data

8 4 3 13 4.2 M 2.5 M

Taylor Hill Cameron Dallas taylor_hill camerondallas

9 11 4 3 Designer: Alexander Wang Designer: Tom Ford 3.8 M 1.9 M MIV $1 M MIV $986 K

Gigi Hadid Kris Jenner Comments 15 K Comments 42 K gigihadid krisjenner Likes 1.9 M Likes 1.5 M

10 25 5 2 3.6 M 1.8M #of Posts Kim Kardashian Camila Coelho kimkardashian #Reactions camilacoelho (Engagement) LON YORK YORKLON

engagement during LFW were Tommy following compared to Gigi Hadid or Hilfiger, Emporio Armani and Versus . Versace; the other two were native labels Burberry and Topshop. When it comes to top influencers, Gigi Hadid was the most engaging in London, American giant Tommy Hilfiger made it to this isn't a big surprise considering the SS 2018 the top of the list, having triggered the success of her on going partnership with most engagement: a total of 21,280,994 Tommy Hilfiger. It only took her four posts InStyle has an estimated media value of social interactions. Its recent change in to rack up 4,300,278 interactions. Hadid’s $9K, while Daily Mail’s are valued at $6K). strategy to a “see now, buy now” business popularity on social channels was so AOL and Daily Mail were the top two, model – along with its partnership with widespread that 3 out of the 5 top social similar to New York, generating $845,115 influencer and model Gigi Hadid – has media posts belong to her. The top and $672,754 in media value respectively. boosted the brand’s popularity picture, which received 1,483,198 likes This goes to show, once again, how fashion tremendously. Worth mentioning is that and 3,235 comments, was part of the has captured the attention of the general the “see now, buy now” collection, which #TommyXGigi campaign, as was the public. Yet, at the same, this ranking proves was the third collaboration with Gigi second most popular post. The fifth most that publishing less but for a more Hadid, was a FW2017 collection shown at popular social post, also part of the segmented audience is a plus, even if a SS2018 Fashion Week. High interest in #TommyXGigi promotion, was actually a these more specific publications are not in Interest in London Fashion Week for this show may partly have been due to the picture from the 90’s of Tommy Hilfiger the top 5. SS2018 was widespread across the globe, Data on the Runway Data excitement of being able to buy these himself with Destiny’s Child in classic impacting countries such as India, France, products and wear them immediately. Tommy gear. Although Hadid was absent What we can learn from London is that Italy, Germany, Spain, Mexico and from this post, it received 1,029,597 likes influencer collaborations may matter more Netherlands. Whereas the top 5 countries The fourth most impactful label in and 2,668 comments. than the geographical location of the show. LFW (apart from the USA) that were most London on both social media and online Brands are increasingly interested in engaged by NYFW remain within the publications was Versus Versace, Similar to NYFW, online publications that democratizing their fashion shows by boundaries of Europe, London’s top 10 another foreign brand, which sparked had the most impact during LFW were working with the right influencers that will include India, Mexico and Brazil – data 3,290,535 interactions on social media. general, non-fashion based, publications. reach a wider public and engage their Analysis that could be indicative of emerging Versace’s sister line, a streetwear, Online fashion platforms are absent target audience. markets. millennial-focused label, produced a from the top five for LFW, however series of videos inspired by individuality InStyle held 6th place achieving a higher London also managed to lure and diversity, but with models and media impact value average per post long-established, foreign designers to influencers that had a relatively small than Daily Mail (each article or post by show in the British capital. Among the top five fashion brands that acquired the most media impact value (MIV) and

DONMI LON YORK

Among the top five fashion brands that acquired the most media value and engagement during LFW were Tommy Hilfiger, engagement during LFW were Tommy following compared to Gigi Hadid or Hilfiger, Emporio Armani and Versus Rihanna. Emporio Armani and Versus Versace; the other two were native labels Versace. Burberry and Topshop. When it comes to top influencers, Gigi Hadid was the most engaging in London, American giant Tommy Hilfiger made it to this isn't a big surprise considering the the top of the list, having triggered the success of her on going partnership with most engagement: a total of 21,280,994 Tommy Hilfiger. It only took her four posts InStyle has an estimated media value of social interactions. Its recent change in to rack up 4,300,278 interactions. Hadid’s $9K, while Daily Mail’s are valued at $6K). strategy to a “see now, buy now” business popularity on social channels was so AOL and Daily Mail were the top two, model – along with its partnership with widespread that 3 out of the 5 top social similar to New York, generating $845,115 influencer and model Gigi Hadid – has media posts belong to her. The top and $672,754 in media value respectively. boosted the brand’s popularity picture, which received 1,483,198 likes This goes to show, once again, how fashion tremendously. Worth mentioning is that and 3,235 comments, was part of the has captured the attention of the general the “see now, buy now” collection, which #TommyXGigi campaign, as was the public. Yet, at the same, this ranking proves was the third collaboration with Gigi second most popular post. The fifth most that publishing less but for a more Hadid, was a FW2017 collection shown at popular social post, also part of the segmented audience is a plus, even if a SS2018 Fashion Week. High interest in #TommyXGigi promotion, was actually a these more specific publications are not in Interest in London Fashion Week for this show may partly have been due to the picture from the 90’s of Tommy Hilfiger the top 5. SS2018 was widespread across the globe, Data on the Runway Data excitement of being able to buy these himself with Destiny’s Child in classic impacting countries such as India, France, products and wear them immediately. Tommy gear. Although Hadid was absent What we can learn from London is that Italy, Germany, Spain, Mexico and from this post, it received 1,029,597 likes influencer collaborations may matter more Netherlands. Whereas the top 5 countries The fourth most impactful label in and 2,668 comments. than the geographical location of the show. (apart from the USA) that were most London on both social media and online Brands are increasingly interested in engaged by NYFW remain within the publications was Versus Versace, Similar to NYFW, online publications that democratizing their fashion shows by boundaries of Europe, London’s top 10 another foreign brand, which sparked had the most impact during LFW were working with the right influencers that will include India, Mexico and Brazil – data 3,290,535 interactions on social media. general, non-fashion based, publications. reach a wider public and engage their that could be indicative of emerging Versace’s sister line, a streetwear, Online fashion platforms are absent target audience. markets. millennial-focused label, produced a from the top five for LFW, however series of videos inspired by individuality InStyle held 6th place achieving a higher London also managed to lure and diversity, but with models and media impact value average per post long-established, foreign designers to influencers that had a relatively small than Daily Mail (each article or post by When it comes to top show in the British capital. Among the top five fashion brands that acquired the most influencers, Gigi Hadid was media impact value (MIV) and the most engaging in London.

MI DON YORK YORK LON Data on the Runway Roland Mouret The Most Impactful Designers 1.0% Roksanda These are the designers who generated the most impact during #LFW 0.8% LONDON DESIGNERS Shrimps SHARE OF VALUE (MIV) 0.9% SOCIAL MEDIA Nico Panda /ONLINE & SOCIAL Engagement (#Reactions) 1.0% Sophia Webster 1.1% Anya Hindmarch Others 1.1% 21.2 M Mary Katrantzou 15.6% 1.2% 9.9 M Preen by Thornton Bregazzi Tommy Hilfiger 22.0% 6 M 1.3% Simone Rocha 1.3% 3.2 M Temperley London 1.3% 2.5 M JW Anderson 1.9% Burberry Molly Goddard 17.7% 1.9% Julien Mac Donald 2.0% ONLINE MEDIA Erdem Media Value Impact (MIV) 2.1% Topshop Christopher Kane 12.7% 2.6% Versus Versace Emporio Armani 6.3% $3 M 4.3%

$2.9 M

$2 M

$1.2 M 52% 52% of all Media Impact Value (MIV) was collectively $1.2 M generated by Tommy Hilfiger – guest brand in London this year – Burberry, and the mass market brand, Topshop. MI DON YORK LON Data on the Runway Where #LFW generated the most Top 5 Online Publications interest

The top 5 countries who were most interested in London Fashion Week These media channels generated the greatest impact during London weren’t just in North America and Europe, surprisingly India showed more Fashion Week interest than France and Italy.

Media Impact Value (MIV) Media Impact Value # of Posts (MIV) # of Posts they made 1 +845K 14 M 13.9 M 36 UK 69548 US 82448

2 +672K 101 1.9 M 1.7 M 1.5 M INDIA 10002 FRANCE 11155 ITALY 8897

3 +455K 24 The Impact of Influencers Influencers at #LFW represented 3% of the conversation during #LFW, less than #NYFW. However, they generated 33% of all engagement. 4 +418 K

33 Participation 3% Participation 97% Share of Share of Engagement 33% Engagement 67%

INFLUENCERS OTHERS 5 +367 K 29

MI DON LON YORK Top 10 Influencers on Social Media Top 3 Instagram Posts

These were the top voices on social media during #LFW These were the most buzzworthy posts of #LFW. Three out of the five top posts are by Gigi Hadid promoting her collaboration with American brand Tommy Hilfiger which usually shows in NY.

1 4 6 5 4M 523 K

Gigi Hadid Maetamong Gigi Hadid Designer: Tommy Hilfiger gigihadid maetamong 1 MIV $612 K

Comments 3.2 K

Likes 1.4 M 2 7 2 2 1.3M 485 K

Cameron Dallas Song Min Ho camerondallas realllllmino

3 1 8 1 2 3 Gigi Hadid Rihanna 1.2M 385 K

Rihanna Bella Hadid badgalriri bellahadid

4 1 9 9 1M 310 K

Cara Delevingne Julia K caradelevingne maffashion_official Designer: Tommy Hilfiger Designer: Molly Goddard

MIV $605 K MIV $598 K 5 1 10 2 Comments 5.2 K Comments 5.7 K 538K 309 K Likes 1.4 M Likes 1.2 M

Lucy Hale Leigh-Anne Pinnock # of Posts lucyhale leighannepinnock # Reactions (Engagement) MI DON DONMI

runway in their gold mesh gowns will most proved to be, once again, immensely likely go down in fashion history as one of influential, generating incremental the most memorable Fashion Week engagement for Italian brands. The five moments. The four photos of the most popular Instagram posts during #VersaceTribute published on their MFW are all attributed to this Instagram feed collectively generated sister duo. Gigi Hadid with SS 2018 an engagement of 505,796 interactions. her backstage Alberta Ferretti photo was Overall, this account created 39 posts, the highest-ranking post which acquired During MFW influencers produced a including those of the supermodel 961,796 likes and 2,477 comments while mere 4% of the content, yet 34% of the tribute, and generated a total of the remaining four were by Bella. Bella engagement is attributed to them. 3,307,325 interactions. took the lead in terms of the overall most engaging social account with a total of Milan Fashion Week was a celebration of When it comes to interest around the 3,264,258 interactions with just six posts. all that is Italian-made, but also a globe, as was the case with New York, the demonstration of the Hadid sisters’ top 5 countries that were engaged by Taylor Hill, another American model, popularity and the power of a blogger’s MFW were all European, apart from the holds the second-most engaging social influence. USA: The UK, France, Italy and Spain. account with 2,720,542 interactions. Then At Milan Fashion Week it was all about comes Italian native Chiara Ferragni, or as embracing Italy’s own brands. Italian labels Online publications proved to be more many know her, The Blonde Salad, who Data on the Runway Data Gucci, Versace, , Moschino, Fendi influential during MFW than they were at managed to rack up 2,378,434 interactions and Giorgio Armani were all prominent LFW or NYFW. Whereas in London and with a total of nine posts. Milan Fashion across online and social platforms. New York online publications were only Week shows just how powerful a accountable for 20% of the media impact blogger’s influence can be, as it wasn’t MFW value generated, in Milan these sources only Chiara who managed to place in the Gucci led on both social and online. It generated a total of 29% of the share of represent 28% of MIV. AOL once again top five, but Spaniard Aida Domenech of value – percentage of media impact value topped the list as the most impactful Dulceida as well who generated more Analysis – while Versace, second in the ranking, publication. However, unlike in New York than 1 million reactions with 7 posts on represents approximately half of the media and London, Vogue was the second most social media. value at 15.5%. impactful online source. Daily Mail, Popsugar and InStyle followed closely In terms of influencers’ share of Versace’s show was especially captivating behind. engagement, numbers show that in all because of Donatella’s 90’s supermodel four Fashion Weeks, the power of voice is reunion tribute to her late brother, Gianni At Milan Fashion Week the Hadid sisters very similar. Versace. , Claudia Schiffer, Helena Christensen, and walking down the

LANPA MI DON Gucci led both social and online coverage. On social it generated a total of 29% of the media value.

runway in their gold mesh gowns will most proved to be, once again, immensely likely go down in fashion history as one of influential, generating incremental the most memorable Fashion Week engagement for Italian brands. The five moments. The four photos of the most popular Instagram posts during #VersaceTribute published on their MFW are all attributed to this Instagram feed collectively generated supermodel sister duo. Gigi Hadid with an engagement of 505,796 interactions. her backstage Alberta Ferretti photo was Overall, this account created 39 posts, the highest-ranking post which acquired During MFW influencers produced a including those of the supermodel 961,796 likes and 2,477 comments while mere 4% of the content, yet 34% of the tribute, and generated a total of the remaining four were by Bella. Bella engagement is attributed to them. 3,307,325 interactions. took the lead in terms of the overall most engaging social account with a total of Milan Fashion Week was a celebration of When it comes to interest around the 3,264,258 interactions with just six posts. all that is Italian-made, but also a globe, as was the case with New York, the demonstration of the Hadid sisters’ top 5 countries that were engaged by Taylor Hill, another American model, popularity and the power of a blogger’s MFW were all European, apart from the holds the second-most engaging social influence. USA: The UK, France, Italy and Spain. account with 2,720,542 interactions. Then At Milan Fashion Week it was all about comes Italian native Chiara Ferragni, or as embracing Italy’s own brands. Italian labels Online publications proved to be more many know her, The Blonde Salad, who Data on the Runway Data Gucci, Versace, Prada, Moschino, Fendi influential during MFW than they were at managed to rack up 2,378,434 interactions and Giorgio Armani were all prominent LFW or NYFW. Whereas in London and with a total of nine posts. Milan Fashion across online and social platforms. New York online publications were only Week shows just how powerful a accountable for 20% of the media impact blogger’s influence can be, as it wasn’t Gucci led on both social and online. It value generated, in Milan these sources only Chiara who managed to place in the generated a total of 29% of the share of represent 28% of MIV. AOL once again top five, but Spaniard Aida Domenech of value – percentage of media impact value topped the list as the most impactful Dulceida as well who generated more – while Versace, second in the ranking, publication. However, unlike in New York than 1 million reactions with 7 posts on represents approximately half of the media and London, Vogue was the second most social media. value at 15.5%. impactful online source. Daily Mail, Popsugar and InStyle followed closely In terms of influencers’ share of Versace’s show was especially captivating behind. engagement, numbers show that in all because of Donatella’s 90’s supermodel four Fashion Weeks, the power of voice is reunion tribute to her late brother, Gianni At Milan Fashion Week the Hadid sisters very similar. Versace. Carla Bruni, Claudia Schiffer, Helena Christensen, Cindy Crawford and Naomi Campbell walking down the Bella Hadid took the lead in terms of the overall most engaging social account with a total of 3,264,258 interactions with just 6 posts. PA LAN DON Data on the Runway Trussardi MI 0.6% MSGM The Most Impactful Designers 0.6% These are the designers who generated the most impact during #MFW 0.8% MILAN DESIGNERS Etro SHARE OF VALUE (MIV) 1.1% SOCIAL MEDIA Marni /ONLINE & SOCIAL Engagement (#Reactions) 1.1% Tod’s 1.2% Salvatore Ferragamo 50% 39.7 M 1.8% Gucci was the most influential voice Jil Sander during MFW, representing over a 19.6 M 2.0% quarter of the total earned media value. Missoni 2.0% Together with other large houses such 12.3 M Au Jour Le Jour as Versace and Prada, they represent 2.1% more than 50% of the total media 11.4 M Roberto Cavalli impact value (MIV). 2.1% 9.1 M Max Mara 2.8% Others 0.6% Bottega Veneta 3.3% Gucci ONLINE MEDIA 29.3% Giorgio Armani Media Impact Value (MIV) 3.6%

$6.68M

$6.4M Versace $4.6M 15.5%

$2.7 M Prada Fendi Moschino 8% 9.9% $2.3M 8.5%

PA LAN MI DON Where #MFW generated the most Top 5 Online Publications interest

The top 5 countries interested in Milan Fashion Week, apart from the These media channels generated the greatest media impact value (MIV) United States, were mainly in Europe. during Milan Fashion Week. Media Impact Value (MIV) # of Posts Media Impact Value (MIV) # of Posts they made 1 $1.2 M+1.2M $34.9 M $9 M UK 51 US 112,509 31,804

2 $1 M $1.8 M 62 $8.6 M ITALY $1.9 M SPAIN FRANCE 28,185 29,074 7,234

3 $768 K 110 The Impact of Influencers Influencers have a very similar impact in Milan as they do in London: they represent 4% of the conversation yet 34% of engagement on social and online. 4 $617 K 23 ParticipationNEW4% Participation 96% Share of Share of Engagement 34% Engagement 66%

INFLUENCERS OTHERS 5 $556 K 367 K 60

PA LAN MI DON Top 10 Influencers on Social Media Top 3 Instagram Posts

These were the top voices on social media during #MFW # of Posts The Hadid sisters, particularly Bella, dominated Instagram during Milan Fashion Week with their posts. # Reactions (Engagement)

6 5 1 6 3.2M 917 K

Bella Hadid Kris Jenner Gigi Hadid Designer: Alberta Ferretti bellahadid krisjenner 1 MIV $434 K

Comments 2.4 K

Likes 961 K 2 7 7 8 2.7M 843 K

Taylor Hill taylor_hill hoskelsa 8 3 9 4 2 3 Bella Hadid Bella Hadid 2.3M 606 K

Chiara Ferragni Kaia Gerber chiaraferragn kaiagerber

9 1 4 7 1M 575 K

Aida Domenech Nastya Ivleyeva dulceida _agentgirl_ Designer: Max Mara Designer: Fendi & Moschino

MIV $290 K MIV $225 K 10 Comments 1.6 K Comments 1.3 K 5 1 22 964K 541 K Likes 718 K Likes 530 K

Gigi Hadid Thássia Naves gigihadid thassianaves PA LAN LANPA

buzzworthy event which was held in the Chiara Ferragni appears at the top once Louvre museum. managed again with 2,202,860 interactions on her 10 to trigger 22,957,470 social interactions. posts. Then comes Lily Collins, and Negin Mirsalehi. Yet, On the other hand, when looking at the none of these accounts were responsible numbers for online media, Christian for the highest-ranked post during PFW. It SS 2018 led in the ranking, achieving an was Gigi Hadid, once more, who racked estimated media impact value of $5M, up 1,488,063 likes and 4,812 comments, influencers from all corners of the world followed by Saint Laurent. Industry making her post number one. sparked enormous interest. Something insiders’ anticipation of what Natacha that is apparent throughout all Fashion Ramsay-Levi would produce for her first Another interesting takeaway from the Weeks is that interest in fashion among the collection at Chloé could be part of the PFW results is the fact that South Korean general public is prevalent, with online reason why this luxury brand accumulated influencer Kwon Ji-yong – better known as publications like The Sun and AOL leading a media value of $4.524M, reaching the G-dragon – was responsible for the in the rankings. These publications, third position in the ranking. second most popular post. This rapper, although not known for their fashion singer-songwriter, record producer, and reporting specifically, have a powerful Online publications generated a quarter of fashion icon uploaded a series of photos impact and wide reach in the digital realm, the total impact during PFW with The Sun in one post of his attendance at the Chanel providing fashion coverage for consumers Paris Fashion Week, much like Milan and leading this time around. AOL was the show and received almost 700,000 likes around the world. New York Fashion Weeks, is where local Data on the Runway Data second most impactful and Vogue came and more than 6,000 comments. brands received the most attention. third (by only 1.6%) with a media value of Brands that ranked in the top five in overall $2M. Two other non-fashion based This diverse crowd of top influencers media value from both online publications publications came in 4th and 5th – Daily coming from Italy, Brazil, Spain, US, UK PFW and social channels were Chanel, Christian Mail and MSN.com. Each Vogue and South Korea, among others, Dior, Louis Vuitton, Balmain and Saint placement however, has a higher average generated almost half of the total Laurent. value than those created by other media engagement during PFW. Even though (except for AOL): almost $17,000 per post they only represented 5% of the total Analysis However, when focusing on social media or article. posts, they triggered 43% of social alone, Italian brand Valentino makes it to interactions. the ranking as the fifth most engaging As far as influencers go, Camila Coelho’s brand. ’s collection for social account generated the highest Overall, when looking at the data, it is Chanel had the most powerful number of engagement; she received evident that PFW was ruled by engagement earning 23,726,332 2,446,138 interactions on her 30 posts. long-established French brands and that interactions on 138,000 placements. Then there’s Nicolas Ghesquière’s collection for Louis Vuitton, another

RIS PA LAN Chanel had the most powerful engagement earning 23,726,332 interactions on 138,000 placements.

buzzworthy event which was held in the Chiara Ferragni appears at the top once Louvre museum. Louis Vuitton managed again with 2,202,860 interactions on her 10 to trigger 22,957,470 social interactions. posts. Then comes Lily Collins, Emily Ratajkowski and Negin Mirsalehi. Yet, On the other hand, when looking at the none of these accounts were responsible numbers for online media, Christian Dior for the highest-ranked post during PFW. It led in the ranking, achieving an was Gigi Hadid, once more, who racked estimated media impact value of $5M, up 1,488,063 likes and 4,812 comments, influencers from all corners of the world followed by Saint Laurent. Industry making her post number one. sparked enormous interest. Something insiders’ anticipation of what Natacha that is apparent throughout all Fashion Ramsay-Levi would produce for her first Another interesting takeaway from the Weeks is that interest in fashion among the collection at Chloé could be part of the PFW results is the fact that South Korean general public is prevalent, with online reason why this luxury brand accumulated influencer Kwon Ji-yong – better known as publications like The Sun and AOL leading a media value of $4.524M, reaching the G-dragon – was responsible for the in the rankings. These publications, third position in the ranking. second most popular post. This rapper, although not known for their fashion singer-songwriter, record producer, and reporting specifically, have a powerful Online publications generated a quarter of fashion icon uploaded a series of photos impact and wide reach in the digital realm, the total impact during PFW with The Sun in one post of his attendance at the Chanel providing fashion coverage for consumers Paris Fashion Week, much like Milan and leading this time around. AOL was the show and received almost 700,000 likes around the world. New York Fashion Weeks, is where local Data on the Runway Data second most impactful and Vogue came and more than 6,000 comments. brands received the most attention. third (by only 1.6%) with a media value of Brands that ranked in the top five in overall $2M. Two other non-fashion based This diverse crowd of top influencers media value from both online publications publications came in 4th and 5th – Daily coming from Italy, Brazil, Spain, US, UK and social channels were Chanel, Christian Mail and MSN.com. Each Vogue and South Korea, among others, Dior, Louis Vuitton, Balmain and Saint placement however, has a higher average generated almost half of the total Laurent. value than those created by other media engagement during PFW. Even though (except for AOL): almost $17,000 per post they only represented 5% of the total However, when focusing on social media or article. posts, they triggered 43% of social alone, Italian brand Valentino makes it to interactions. the ranking as the fifth most engaging As far as influencers go, Camila Coelho’s brand. Karl Lagerfeld’s collection for social account generated the highest Overall, when looking at the data, it is Chanel had the most powerful number of engagement; she received evident that PFW was ruled by engagement earning 23,726,332 2,446,138 interactions on her 30 posts. long-established French brands and that interactions on 138,000 placements. Then there’s Nicolas Ghesquière’s collection for Louis Vuitton, another When looking at the numbers for online media, Christian Dior led in the ranking, achieving an estimated media impact value of $5M. RIS LAN PA Data on the Runway PARIS DESIGNERS The most impactful designers SHARE OF VALUE (MIV) These are the designers who generated the most impact during #PFW /ONLINE & SOCIAL Others 24.0% SOCIAL MEDIA Chanel 10.8% Engagement (#Reactions) 1.1% Christian Dior Lanvin 1.1% 8.5% 23.7 M Hermès Louis Vuitton 1.1% 20 M Alexander Mc Queen 7.0% 1.6% Miu Miu 13.7 M 1.6% Undercover Balmain 1.7% 6.6% 13.6 M 1.7% Saint Laurent Lacoste 9.3 M 2.1% 5.8% Stella Mc Cartney Valentino 2.4% 5.2% Balenciaga Céline 3.0% 4.1% ONLINE MEDIA Chloé Media Impact Value (MIV) 4.0% 3.4% Off-white $5 M 3.3% $4.6M 11% $4.5 M Out of all of the French luxury houses, Chanel had the widest reach, representing almost 11% of the media $4.1 M impact value generated with Christian Dior and Louis $2.7M Vuitton following. RIS PA LAN Where #PFW generated the most Top 5 Online Publications interest

The USA and the UK appear at the top again, with PFW’s home as the 3rd These media channels generated the greatest media impact value (MIV) most interested country. Italy and Spain are next in the ranking. during Paris Fashion Week.

Media Impact Value (MIV) Media Impact Value # of Posts (MIV) # of Posts they made $18.9 M $7.2 M 1 $+2.31 M US 148337 UK 51734 229

2 $+2.30 M FRANCE $5.2 M $1.5 M $995 K 92 50403 ITALY 15051 SPAIN 9492

3 $+2.0 M The impact of influencers 118 A very similar scenario happened in Paris as in London and Milan, a tiny percentage of influencers, 5% in this case, took part of the conversation but generated 43% of the overall engagement.

4 $+1.5 M

230 Participation 5% Participation 95% Share of Share of Engagement 43% Engagement 57%

INFLUENCERS OTHERS 5 $+1M 79 RIS PA LAN Top 10 Influencers in Social Media Top 3 Instagram Posts

These were the top voices on social media during #PFW. Gigi’s picture at the Isabel Marant show generated the highest engagement.

# of Posts

1 30 6 1 # Reactions (Engagement) 2.4 M 1.21 M

Camila Coelho Steven Crowder Gigi Hadid Designer: Isabel Marant camilacoelho StevenCrowder 1 MIV $362 K Comments 4.8 K Likes 1.5 M 2 7 6 10 2.2 M 1 M

Chiara Ferragni Kaia Gerber chiaraferragni kaiagerber

3 5 8 1 2 3 Xxxibgdrgn 1.5 M 981 K Lilyjcollins

Lily J Collins Gisele Bündchen lilyjcollins Gisele

9 3 4 2 1.3 M 791 K

Emily Ratajkowski Taylor Hill Designer: Designer: emrata taylor_hill Chanel Givenchy

MIV $299 K MIV $219 K Comments 6.2 K Comments 1.1 K 10 6 Likes 692 K Likes 568 K 5 11 1.24 M 788 K

Negin Mirsalaehi Urassaya Sperbund negin_mirsalehi urassayas RIS Data on the Runway 04 of Fashion Weeks?of What’sFuture the vision vision industry offertheir Experts from the OF FASHION WEEKS THE FUTURE future Mark Beckham Jenico Preston Vice President of Commercial Director Marketing at at British Fashion Council of Fashion Council The data in this report is indicative of the Designers of democratization of the fashion weeks and the impact of social media and online publications on the America general public; Fashion Week is no longer exclusively for the industry elite. It is now an international platform in which designers have made the most of digital innovations and influencer Carlo Capasa Pascal Morand collaborations to reach a wider audience and connect with the consumer. President of Executive President Camera Nazionale of the Federation As the industry continues adapting to these changes della Moda de la Haute thanks to digitalization, we look to industry leaders Italiana Couture et de la for their insights on the future of Fashion Week. Mode Data on the Runway Data

OF FASHION WEEKS Data on the Runway THE FUTUREOFFASHION WEEKS

Designers want to create desire and be influential Designers experiment more and more Carlo Capasa rn t tl is tr i wy ta ae more are that ways consistent with itsown vision. in story its tell to brand alloweach to ourof is Association mission The are nolonger tightly boundto seasons. are more fluid too and shows and presentations is minimal now and is set to disappear. Seasons differencebetweenmen’s and women’sshows a verysee futureI fluid far with fewer the rules: Moda Italiana President of Camera Nazionale della intended audience may bedifferent. fashionshows towill still exist 10 in years,the but believe I them their locations. and inspire formats new to debut explore continue they will fashion way of the globalization the and Technology in collections. more more experiment and designers finding are We of Fashion Designersof America Vice President of Marketing atCouncil Mark Beckham be o trc te uine i this in audiences the these attract bringing to through able be will Weeks Fashion together, and experiences globally sensory amplify in the next ten years for Fashion Weeks and to emotional experiences opportunityfor their audiences. trendThis will stronger the develop events to physical trying given countries and Secondly,modernize. digitalrevolutionthe has metropolises for especiallyrole,crucial a playsfashion which in social and industries, creative the on economicplaced importances greater are there being that One factors. two to due is This before. previously than valued more much are becoming Weeks Fashion how by impressed been years before joining back again last year, I have Having been absent from Fashion Weeks for 10 enhance the experience of Fashionand ofWeek experience the enhance to technologies edge cutting with collaborate closely to continue we BFC, the At approach. consumertodirect a platformsin socialmedia on sharing and engagement audience allows Molly which performances, and and experiences bigger into Roksanda shows fashion their Russo, turning are Goddard & Ralph like audience larger a to through the“see now, buy now” model.Brands show its opened that their streambrand a of example an live is Burberry and shows brands Many fashion. like just exciting, and unpredictable Technologyis future Executive President of theFederation de la Haute Couture et dela Mode Commercial Director atBritish lead the way intheindustry. Jenico Preston Pascal Morand multi-sensory world. Fashion Council

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END