MEN'S FASHION WEEKS FW21
MEDIA IMPACT ON PRINT, WEB & SOCIAL - [ FW21 MEN'S FASHION WEEKS ] -
Introduction
Though the world is still facing uncertain times due to the ongoing pandemic, Milan and Paris confirmed Men's shows in January 2021.
Both the Camera Nazionale della Moda Italiana and Fédération de la Haute Couture et de la Mode promoted collections to a broad audience by leveraging new digital opportunities to respect safety measures. Selected formats went from more traditional runways to entirely virtual presentations, leaving room for creativity and covering an extensive range of new experiences.
Following DMR Group's unique approach focused on the reader/user's point of view, we monitored Milan and Paris Men's fashion weeks by tracking official keywords and hashtags during the following periods:
- MILAN, from January 14th to 20th; - PARIS from January 18th to 25th.
For Print, we worked on a selection of national newspapers to offer a consistent analysis. For Web and Social, we analyzed DMR Group's entire panel, including more than 100K websites and 100K selected social accounts worldwide.
IPA, Independent Photo Agency provided all the images in the report. - [ FW21 MEN'S FASHION WEEKS ] -
MEDIA IMPACT ON PRINT, WEB & SOCIAL
€ 9,176,418 TOTAL EMV
Milan and Paris FW21 Men's fashion weeks generated more than €9M of Earned Media Value on Print, Web, and Social. The absence of physical events impacted the global results. PARIS FASHION WEEK However, both fashion capitals reached MILANO FASHION WEEK similar performance, but with different € 4,786,532 € 4,389,886 contributions from each media channel. - [ FW21 MEN'S FASHION WEEKS ] -
Publishers supported brands by Social releasing various content: Print Print 23% reviews, Online photo galleries, 30% Social posts, and more.
Overall, Web ranked first with 47% Web of total Earned Media Value, 47% followed by Print at 30% and Social at 23%.
Social couldn't leverage the influential power of high-profile EMV Celebrities & Influencers who normally attend these events. Also, PRINT € 2,727,703 some brands preferred to use branded hashtags, not including WEB € 4,322,359 the official ones which affected SOCIAL € 2,126,356 results. - [ FW21 MEN'S FASHION WEEKS ] -
MFW PFW
17% For Milan, Print and 31% Web offered approximately the same share of EMV – So cial 41% 42% and 41% of the Web total, respectively, Print 53% while Social represented only 17%. 42%
Web was the crucial 16% media for Paris, with 53% of the total PRINT € 2,032,434 € 695,269 value, followed by WEB € 1,979,256 € 2,343,103 Social with 31%. Print generated 16%. SOCIAL € 774,842 € 1,351,514 - [ FW21 MEN'S FASHION WEEKS ] -
PRINT TOP 3 COUNTRIES BY EDI PAGES
PFW 1 ITALY 12.05 25% 2 UK 3.07 MFW 75% 3 FRANCE 1.6
Print support to Milan Fashion Week was significant. Italian newspapers dedicated full pages to brands showing EDI PAGES their collections.
MFW 12.81 Moreover, Italian newspapers provided the most coverage across both fashion PFW 4.31 weeks with a total of 12.05 editorial pages. The UK and France followed in 17.12 second and third rank by editorial pages, respectively. - [ FW21 MEN'S FASHION WEEKS ] -
WEB TOP 3 COUNTRIES BY ARTICLES
1 ITALY 408 PFW MFW 54% 46% 2 USA 232
3 FRANCE 162
Websites generated more content on ARTICLES Paris Fashion Week, 790 vs. 661 articles for Milan. MFW 661 Italy offered the highest quantity of PFW 790 articles, followed by the USA and 1,451 France. - [ FW21 MEN'S FASHION WEEKS ] -
SOCIAL
On Social, Paris Fashion Week received more visibility than that of 57% 65% 64% 64% Milan across all metrics.
PFW With 845 posts vs. 627, PFW reached 1.4M of MFW Engagement and 41.6M of Reach, gaining more 43% 35% 36% 36% than €1.3M of Earned Media Value.
In general, Social POSTS ENGAGEMENT REACH EMV content focused on MFW generated lower MFW 627 755,507 23,841,286 € 774,842 Engagement, driving PFW 845 1,434,030 41,585,040 € 1,351,514 lower performances in terms of Reach and EMV 1,472 2,189,537 65,426,326 € 2,126,356 as well. - [ FW21 MEN'S FASHION WEEKS ] -
SOCIAL BY POSTS BY EMV BY CATEGORY MFW PFW MFW PFW 8% OTHER 17% 14% 21% POSTS ENGAGEMENT REACH EMV MEDIA/ 38% JOURNALIST 26% 59% CEL EBR ITY/ 64% 10% BRAND 187 654,809 23,896,607 € 776,640 INFLUENCER 29% BRAND 11% 43% CELEBRITY/ 160 639,147 11,042,608 € 358,885 11% 25% INFLUENCER 8% 16% BRAND 51 136 € 191,776 € 584,864 MEDIA/ 902 703,656 19,982,581 € 649,434 JOURNALIST CELEBRITY/ INFLUENCER 68 92 € 225,218 € 133,666 MEDIA/ OTHER* 223 191,925 10,504,529 € 341,397 JOURNALIST 403 499 € 295,453 € 353,981
OTHER* 105 118 € 62,394 € 279,003 *“Other” category includes official accounts of organizations, stores, etc.
Analyzing how categories of social accounts contributed to fashion weeks' visibility, it's evident that Brands leveraged their massive following, obtaining the broadest Reach (23.9M) with the third highest quantity of Posts (187). Media & Journalists supported companies with the highest number of Posts (902) to rank second in Reach (20M). Celebrities & Influencers - with 160 Posts and 11M of Reach - registered similar results to the "Other" category, which includes official accounts of organizations, stores, etc.
Media & Journalists were the most important category for the Italian fashion capital, both for EMV (€295K) and Posts (403). By EMV, Celebrities & Influencers (€225K) and Brands (€192K) followed. On the contrary, in Paris, Brands generated the highest EMV (€585K) with 136 Posts, followed by Media & Journalists (€354K) and the "Other" category (€279K). Celebrities & Influencers ranked last by EMV with €134K of value. - [ FW21 MEN'S FASHION WEEKS ] -
SOCIAL TOP 5 CELEBRITIES & INFLUENCERS
POSTS ENGAGEMENT REACH EMV
1 PELAYO DIAZ 10 140,820 4,375,544 € 142,205
2 ABDULLA AL-ABDULLA 6 81,978 1,411,265 € 45,866
3 BEATRICE VALLI 2 79,339 641,928 € 20,863
4 DIET PRADA 1 51,513 510,947 € 16,606
5 LOIC PRIGENT 4 31,379 370,083 € 12,028 - [ FW21 MEN'S FASHION WEEKS ] -
SOCIAL TOP CELEBRITY/INFLUENCER FOR FASHION WEEK
TOP POST BY POSTS ENGAGEMENT REACH EMV CELEBRITY/ MFW PELAYO DIAZ 7 97,561 3,362,235 € 109,273 INFLUENCER FOR FASHION WEEK PFW PELAYO DIAZ 3 43,259 1,013,309 € 32,933
MFW PFW
Pelayo Diaz Pelayo Diaz
ENGAGEMENT ENGAGEMENT 31,304 17,210 REACH REACH 1,565,978 403,131 EMV EMV € 50,894 € 13,102 WWW.DMR.ST