The AW23 report from Launchmetrics reveals that Christian Dior and Burberry were the leading brands in terms of fashion impact during the recent Big Four fashion shows. Launchmetrics, a company that analyzes data on views, downloads, and online media impact value (MIV), collected data from over 84,000 images at 675 shows to determine the brands with the most significant impact.
Dior emerged as the most viewed brand with 87,000 views, closely followed by Gucci and Burberry. When it came to downloads, Dior took the lead again, with Burberry, Ferragamo, and Gucci not far behind.
The MIV, which assigns a monetary value to online placements, interactions, and articles, showed that Burberry generated the highest value at $1.6 million. Prada, Gucci, Bottega Veneta, and Christian Dior also achieved impressive MIV figures, all exceeding $1 million.
One interesting finding from the report is that the most viewed look of Fashion Month belonged to Chanel, featuring a rose-pattern coat. Gucci’s barely-there bikini top, although controversial, had the highest number of downloads. Proenza Schouler’s nipped-in waist jacket and skirt, worn by Chloe Sevigny, was deemed the most impactful look by Launchmetrics.
Despite the conservative nature of Chanel’s coat, the other top viewed looks followed a similar pattern. Dior’s white shirt and slim skirt, Saint Laurent’s sharp suit, Burberry’s all-encompassing coat with a faux fur collar, and Marni’s yellow top and tailored trousers all received positive reception. The fact that these looks were the opening pieces in their respective shows suggests that the overall brand reputation played a significant role in attracting higher traffic, rather than the specific looks themselves.
Among the most downloaded looks, four out of five were more adventurous and unique. Gucci’s opening look took the top spot, followed by Burberry’s check sweater and wrap skirt, and Proenza Schouler’s asymmetrical hem dress featuring the revived Burberry knight emblem. Prada’s grey coat and embellished skirt, along with a Bottega Veneta white shorts suit and red boots, also made the list.
Launchmetrics also highlighted that the Big Four fashion weeks generated a total of $731 million in MIV, a 24% increase from AW22. Memorable moments throughout the shows, such as Dior’s fresh take on 1950s existentialist style and Burberry’s highly anticipated London Fashion Week show, contributed to this increase.
Furthermore, Launchmetrics emphasized the influence of influencers during Fashion Month, especially those from the Asian Pacific region, particularly South Korea. Their presence on the runways and social media had a significant impact on brand visibility and MIV.
Overall, the Launchmetrics AW23 report provides valuable insights into the brands that made the biggest impact during the recent fashion shows. Christian Dior and Burberry stood out in terms of views, downloads, and MIV, showcasing their ability to capture the attention of the fashion industry and consumers alike. With the rise in MIV and the influence of influencers, it is evident that Fashion Month continues to be a crucial platform for brands to showcase their designs and leave a lasting impression.
Useful links:
1. Launchmetrics AW23 Report
2. Vogue Business: Big Four Fashion Month Grows in Industry Value Amid Influencer Influx
