According to data from influencer and earned media analytics platform WeArisma, Gucci emerged as the most talked-about runway label during Fashion Month. This analysis took into account the European fashion weeks held in London, Milan, and Paris, where luxury fashion brands like Gucci, Dior, Prada, and Louis Vuitton successfully increased their brand profiles. The data revealed that Gucci generated the highest media value, amounting to $25.3 million, followed by Dior at $12.7 million and Prada at $12.2 million.
Other notable brands in the top 20 list included Louis Vuitton, Valentino, Fendi, and Givenchy, among others, all of whom achieved media values ranging from $10.1 million to $5.4 million. However, it is important to note that these brands’ success was not solely attributed to their runway shows. WeArisma emphasized the significance of carefully curating front-row guests, particularly A-list celebrities, as a major driver of engagement.
For instance, Fendi’s decision to invite Naomi Campbell to sit front row resulted in a media value of $221.9k from a single post featuring her red carpet outfit. Similarly, Prada gained attention by hosting celebrities such as Kylie Jenner, Scarlett Johansson, Hunter Schafer, and Emma Watson, with Vogue posting an Instagram reel of their arrivals and red-carpet moments, generating a media value of $763.7k. Dior’s publicity came from high-profile figures such as Anya Taylor-Joy, Jenna Ortega, and Robert Pattinson, while Valentino strategically leveraged the presence of Paris Hilton, Florence Pugh, Andrew Garfield, and Rosie Huntington-Whiteley. An Instagram post from Rosie Huntington-Whiteley resulted in a media value of $405.1k.
Engaging with popular influencers was also a key strategy, particularly among Gen Z audiences. Burberry, named the most influential brand at London Fashion Week, saw a post by footballer Bukayo Saka generate a media value of $297.7k. Louis Vuitton enlisted popular celebrity ambassadors such as Zendaya, and Vogue’s Instagram reel featuring an interview with the actor generated a significant media value of $1.1 million. Gucci partnered with influencer Emma Chamberlain and utilized Instagram to showcase her behind-the-scenes journey at Milan Fashion Week, resulting in an impressive media value of $9.4 million.
In addition, it was crucial for brands to tap into the power of APAC (Asia-Pacific) celebrities. Louis Vuitton’s appointment of brand ambassadors Hyein, Taeyeon, and Felix helped boost mentions and media visibility. Prada made a strong push in China by featuring celebrities and supermodels, including Du Juan. A Weibo post by fashion blogger Chrison Wange, highlighting Du Juan’s comeback, generated a media value of $70.2k. Gucci also targeted the Chinese market by inviting Ni Ni and Liu Weng to its show, resulting in significant press coverage in China. Harper’s Bazaar China’s post about their presence on Weibo generated a media value of $128k.
Overall, a combination of runway shows, curated front-row guests, celebrity endorsements, influencer collaborations, and targeted engagement with APAC celebrities played a crucial role in driving media value and boosting the profiles of luxury fashion brands during Fashion Month. Gucci’s success as the most talked-about label highlights the effectiveness of these strategies in capturing attention and creating buzz within the industry.
Useful links:
– WeArisma
– Harper’s Bazaar India
