Victoria Beckham stole the show at London Fashion Week, as indicated by data gathered by Launchmetrics. Despite all the buzz surrounding Burberry’s collections, Beckham’s strong presence on social media propelled her to the top spot in terms of fashion week mentions. Known not only for her past career in the music industry and her picturesque family, Beckham’s influence extended from New York Fashion Week to London this season, cementing her status as a fashion industry powerhouse.
Launchmetrics analysis of the SS19 LFW shows revealed that Victoria Beckham was the most talked-about brand, followed closely by Burberry, Alexa Chung, Temperley London, and Mary Katrantzou. Although Burberry had a significantly higher number of online and social media posts (46,000 compared to Beckham’s 8,200), Beckham outshone them in terms of media impact value (MIV). Launchmetrics’ MIV algorithm, designed to assess the impact of media placements in the fashion, luxury, and cosmetics sectors, factors in the quality of media coverage and the influence of key players to assign higher value.
Despite generating a substantial $37 million in MIV, London Fashion Week’s figures were dwarfed by the $186 million MIV achieved by New York Fashion Week. Engagement levels at LFW were just a fraction of those seen at the NY event. Victoria Beckham’s social media posts alone contributed $10 million to her MIV, with her family-focused content resonating strongly with her followers. Meanwhile, Burberry’s MIV reached $5.5 million, with posts featuring models like Kendall Jenner and Irina Shayk receiving the most attention.
The data underscored the significance of personalities over fashion when it comes to social media impact. The top model accounts were dominated by figures like Irina Shayk, Winnie Harlow, and Isabel Goulart, while Celeste Barber topped the list of celebrity accounts and Erika Santos led among influencers. The influence of social media on fashion week events cannot be overlooked, and brands must navigate this landscape adeptly to maximize their reach and engagement with their target audience.
For more information on Launchmetrics and their insights, visit their website here.
Learn more about the impact of social media on the fashion industry by reading this informative article here.
