2019 has been packed with shareable moments from the fashion, beauty and luxury industries. Whether it be star-studded collaborations or one-time viral moments, brands have generated Media Impact Value™ by the millions - and we have been tracking it year-round. In this article, we share some of the most interesting fashion, beauty and luxury data points we have collected throughout 2019, as we look forward to 2020.
A Year in Data: 2019
60% of the Media Impact Value™ generated during Milan Fashion Week was thanks to influencers
At the start of the year, we recapped the FW19 and SS19 seasons at New York, Paris, London and Milan Fashion Weeks. The data confirmed the rise of influencer attendance at high profile shows, with almost 60% of the Media Impact Value™ generated during Milan Fashion Week coming from Influencer Voices. Brands like Burberry also saw success following a complete rebranding after appointing Riccardo Tisci as Creative Director - placements about Tisci himself racked up over $2.3M in MIV (compared to the same season from the previous year, posts about Christopher Bailey amounted to only $889K). The rebranding wasn't just reflected in the way the collection looked and the heritage fashion house's new logo - Tisci made changes to appeal to a more socially tuned-in audience as he launched the B-Series - an exclusive product drop every month on Burberry's Instagram page.
Chiara Ferragni sparked a 30% rise in searches for jumpsuits after just one post
In February we tracked the impact behind Chiara Ferragni's fashion week coverage in Milan, as she accumulated over $2.5M in MIV®. Her most impactful post during MFW racked up $495K in MIV® for Alberta Ferretti - the collaboration led to a 30% rise in searches for jumpsuits on the Stylight site, as well as a 50% uptick in clicks on Alberta Ferretti. Chiara also generated value for other luxury fashion brands like Prada, Fendi and Roberto Festa as her street style helped build brand value with every Instagram post.
46% of brands said that Micro Influencers were the most effective for their brand
With the influx of influencer marketing over the past decade, in April, we launched our annual Influencer Marketing Survey, where we surveyed both brands and digital creators to examine the key market trends. 46% of brands said that Micro Influencers were the most effective influencer tier for their brand mainly because "they have a better connection with target consumers". 97% of influencers stated that they saw the most value via Instagram, something that may change in 2020 with the rise of new platforms popular amongst Gen Z audiences - like TikTok.
'Media' contributed to 61% of The Met Gala's total MIV®
As one of the most anticipated events of the year, in 2019 The Met Gala saw celebrities don their best fashion interpretations of the theme: “Camp: Notes on Fashion,” inspired by Susan Sontag’s essay “Notes on Camp.” The Met Gala tends to drive a lot of media impact, as audiences tune in to see which celebrities wore what, guests post their looks across social media, and Media outlets create dedicated articles and content around the event. Lady Gaga topped the list of the most talked-about celebrities, with a total MIV of $62.9M. The singer-turned-actress wore 4 outfits by Brandon Maxwell in a total of 15 minutes.
Looking at more of the fashion-filled data from The Met Gala 2019, Versace was the number one most talked about brand, followed by Gucci, Dior, Moschino and Balmain. Interestingly, the Kardashian clan took the top spots for the highest MIV®-generating posts from the event. Whilst Celebrities and social media performed well, the Media Voice contributed to 61% of the event's total MIV®, as Vogue's video showcasing Kim Kardashian's getting-ready process racked up 25M views.
Ariana Grande's campaign collaboration with Givenchy racked up $25M in MIV®
In May 2019, Ariana Grande was announced as the new face of the luxury brand, Givenchy. Overall, Ariana Grande and her collaboration with Givenchy accumulated an impressive MIV of $25.13M. Givenchy's Owned Media performed extremely well, representing 20% of the total MIV generated, most of which was racked up via their posts on their @givenchyofficial Instagram account. A great tactic Givenchy used to capture content was the use of branded hashtags like #Arivenchy.
Investing in local campaigns with more regional influencers also paid off for brands like Pull & Bear. The INDITEX-owned fashion retailer featured celebrated Spanish singer, Rosalía, in their collaboration - the duo amassed $1.6M in MIV®. By activating the right influencers in the right markets, brands have been able to more effectively reach their target audience with a more detailed and authentic focus.
Jennifer Lopez single-handedly accumulated $9.4M in MIV® for Versace after appearing in their SS20 show
September saw some of the most iconic fashion and beauty moments of the year, namely Jennifer Lopez's appearance in Versace's SS20 show in Milan. Walking in a version of the green dress that "created" Google Images, J-Lo single-handedly generated $9.4M in MIV®. This showed the value that Celebrity Voices can bring by creating shareable moments at exclusive shows that go viral online. Creating an association between key Voices and brands comes together to build marketing authority from different angles.
However, Celebrities are not the only Voice that can bring this authoritative value - together with Influencers, these two Voices contributed to 67% of the total MIV from Etam's show in September. These figures are just one indicator of the fact that in future seasons we will see more public figures dominating the front rows of heritage fashion shows - a trend that has been steadily increasing since digital has taken up a large space in marketing strategies
Jeffree Star and Shane Dawson's makeup collaboration drummed up $54M in Media Impact Value™
Proving the selling-power of social media at its greatest, Jeffree Star and Shane Dawson launched their first makeup collection collaboration on the 1st of October. Before this, the duo posted a series of videos on Shane's YouTube account with just one of his videos garnering $5.1M alone in MIV®, helping to drum up exclusivity and excitement from fans before the products actually launched. Shane and Jeffree provided an inside look at how the beauty industry really works, and what goes in to creating, marketing and selling a hero product. The collaboration accumulated $54M in Media Impact Value™ in total.
Coty's announcement of their majority stake purchase of Kylie Cosmetics created media buzz worth $11M MIV®
Before Kylie Jenner debuted her most recent Christmas collection, it was announced that beauty giant Coty had bought a majority stake in her makeup brand, Kylie Cosmetics. The announcement was cleverly positioned the day before the Christmas launch, driving audiences towards her channel before she dropped the collection. The Christmas collection itself thanks to mass coverage on Kylie Jenner's personal and brand page, was able to rack up $24M in Media Impact Value™ over its launch period alone.
We hope you enjoyed our review of some of the most buzzworthy moments that happened in 2019! If you want to see which Voices are providing the most value for your brand or see more fashion, beauty and luxury data from 2019, explore Insights:
By Launchmetrics Content Team
The Launchmetrics content team is always on the lookout for new trends in the fashion and technology sector. We are geeks with style and lovers of good stories!
