The highly anticipated Dior and Chanel fashion shows during Paris Fashion Week created quite a stir on social media. Market research firm Launchmetrics conducted a study to analyze the impact of these two fashion houses from February 25th to March 5th, 2019. The aim was to measure the volume and influence of their content.
Launchmetrics utilized the Media Impact Value (MIV), an index designed for the fashion, luxury, and cosmetics sectors. This index helps measure the impact of placements and mentions across different platforms. Factors like reach, media rates, quality of media outlets, and content quality are taken into consideration.
According to Launchmetrics, the total MIV for Paris Fashion Week reached $129 million. The study revealed that Chanel garnered the most media coverage with 26,100 mentions during the analyzed period. Interestingly, over 10,000 of these conversations mentioned Karl Lagerfeld, the brand’s late artistic director who passed away on February 19th. The mentions related to Chanel alone generated a MIV of $11.2 million.
On the other hand, Dior achieved the highest MIV score, approximately $17.4 million, during the same period. Experts attribute this success to the brand’s 78 content posts on its own platforms, which generated a MIV of $7.1 million. Additionally, the Dior social media community shared 10,700 posts, further enhancing its impact.
It is also important to highlight the significant contribution made by Chiara Ferragni, the brand ambassador for Dior and the top key opinion leader (KOL) of Paris Fashion Week. The study shows that she generated a MIV of $716,000 with just two posts. In a previous instance, Ferragni’s social media coverage of her wedding generated $36 million in MIV, with Dior benefiting from 15% of the buzz thanks to the brand designing her wedding dresses.
Overall, both Dior and Chanel achieved remarkable social media impact during Paris Fashion Week. This further underscores the power of these luxury brands in capturing the attention of the public and sparking conversations on digital platforms.
Useful links:
– Dior official website
– Chanel official website
