During the Spring/Summer 2019 fashion weeks, Ralph Lauren emerged as the reigning star among the fashion houses, with an impressive Media Impact Value (MIV) of $38 million. This stellar performance can be attributed to the brand’s innovative 360º campaign marking its 50th anniversary. By hosting a grand gala with a star-studded guest list including renowned figures like Oprah Winfrey and Robert De Niro, Ralph Lauren effectively carved out a significant presence in the fashion landscape.
In the digital age, social media played a pivotal role in amplifying the reach of these fashion powerhouses. A whopping 88.9% of Ralph Lauren’s MIV was generated through social media channels, underscoring the importance of influencer marketing in today’s brand strategies. This shift in marketing dynamics was evident in Victoria Beckham’s successful transition from New York Fashion Week to London, with an MIV of $16 million. The brand’s #VBsince08 campaign resonated well with audiences, catapulting it to new heights of visibility and engagement.
The buzz surrounding the rebrands of Celine and Burberry also captured the industry’s attention during the SS19 fashion weeks. While Hedi Slimane’s controversial revival of Celine saw a notable increase in MIV, Riccardo Tisci’s tenure at Burberry witnessed a more subdued impact. Notably, influencers like Chiara Ferragni and Nicki Minaj exerted a significant influence on brand perception and engagement during the fashion month.
As influencers continue to wield a profound influence on consumer behavior and brand success, it is evident that the fashion industry is undergoing a paradigm shift. Launchmetrics’ insightful “Data on the Runway” report underscores the evolving dynamics between brands, influencers, celebrities, and media channels in the ever-changing fashion landscape.
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