In a few days, the highly anticipated Haute Couture Week and men’s ready-to-wear Week will kick off, but this time in a brand new virtual format. The Federation of Haute Couture and Fashion has partnered with Launchmetrics, a leading company specializing in Brand Performance in the Fashion, Luxury, and Beauty industry. This collaboration has enabled the creation of an innovative platform for Paris Fashion Week, unlike anything seen before. To dive deeper into this exciting development and explore the broader topic of luxury media coverage, we spoke with Michaël Jais, the CEO of Launchmetrics.
As we reach the end of the first semester, it’s worth examining the major media trends observed for luxury brands. Notably, Launchmetrics’ recent report titled “Marketing Reset: Voices that Impact Brand Performance after the COVID-19 Crisis” revealed that Media has become the primary voice, experiencing a 44% increase in Media Impact Value (MIV®). This can be attributed to consumers’ heightened desire to find reliable and reputable sources of information to understand the current situation. Additionally, Owned Media has emerged as the third most influential voice for brands. Although the MIV® generated by this voice has remained relatively stable, there has been a shift in the type of content that creates impact. High-value content has proven to be particularly impactful, serving as a crucial tool for brands to maintain a connection with their consumers during these challenging times.
Launchmetrics is at the forefront of digitalizing the upcoming Men’s and Haute Couture Paris Fashion Weeks. But what exactly does this groundbreaking initiative entail? According to Michaël Jais, Launchmetrics proudly joins forces with the Federation of Haute Couture and Fashion to digitally transform the Haute Couture Week and Men’s Paris Fashion Week. Through this collaboration, a new digital hub hosted by FHCM and developed by Launchmetrics will bring together all things Haute Couture and Men’s Fashion. This digital experience will span from July 6th to 8th and July 9th to 13th, granting the general public access to exclusive content like runway videos, interviews, backstage shoots, and curated comments from a variety of media outlets, brands, organizations, and cultural institutions. In essence, this digital platform encompasses everything that has established Paris as a global capital of Fashion and Culture. Furthermore, industry professionals will have access to separate resources such as virtual press rooms, digital showroom tools, and collection images to cater to their specific needs.
With this unprecedented format, there inevitably come challenges. The primary objective for every brand remains visibility and the ability to amplify their message to not only industry professionals but also consumers. The digital transformation has become a crucial element in achieving this, underscoring the significance of this unique Fashion Week. Brands must strategically utilize the voices that matter to them in order to optimize their brand performance and create the ultimate brand experience.
Amidst this digital revolution, it’s noteworthy that physical and digital fashion shows are poised to coexist. The FHCM has already announced plans for a blended off and online women’s fashion week in September. But how can a convergent and effective model for presenting collections be established? According to Jais, Fashion Weeks are extraordinary for brands, as they offer a rare moment where the world’s attention is solely focused on fashion, making it a global event of unparalleled magnitude. Undoubtedly, the future lies in the digital realm, and the industry has been pushed towards accelerated digital transformation due to the current climate. However, the physical experience still holds great significance. Brands must find the perfect balance, seamlessly merging both aspects to create unique, impactful, and viral moments both online and offline. Therefore, brands must master the art of creating and distributing their digital assets to deliver the right content to media outlets, influencers, and other voices, ultimately reaching the right consumers at the right time.
Online fashion show platforms have become invaluable tools for brands, as the digital landscape blurs boundaries like never before. These platforms have the potential to facilitate commercial conversion for professionals by teaming up with technological partners like Launchmetrics. These partnerships can enable the creation of digital showrooms and offer a 100% digitalized, simplified, and immediate purchasing experience. The concept of see now, buy now remains relevant, as online fashion show platforms multiply opportunities for brands to engage with consumers and drive conversions.
As promised, here are two useful links relevant to this article:
1. Click here to read more about why Paris’ digital fashion week will thrive beyond the pandemic.
2. Click here to discover three key takeaways for brands in the realm of online fashion shopping.
