Learn about the key concepts you need to know that are fundamental for implementing a successful marketing strategy in the fashion, luxury or beauty industries.

Media Impact Value™ (MIV®) allows brands to assign a monetary value to every post, interaction or article to measure its impact and identify contributions to brand performance across Voices, channels and regions. This single measurement standard lets you compare and understand which strategies create the most media impact across print, online and social by reflecting the audience perspective. At Launchmetrics, our methodology is built on more than 15 years of experience, working with and for Fashion, Luxury and Beauty (FLB) brands globally, including China. Finely tuned with AI Machine Learning, the algorithm relies on both quantitative and qualitative attributes specific to the FLB industries (including audience engagement, industry relevance, source authority, and content quality) to ensure overall accuracy and relevance when benchmarking in the growing competitive landscape. Read more here.

Social media posts, media articles, or blog posts which mention the brand.

Print: a product picture or brand mention within an article (placement). An article is composed of one or several references.

A physical or digital medium such as a magazine, Online URL, Social Account URL.

The sum of the potential audience of each unique source over the period analyzed:

• Print: the potential audience is the maximum circulation over a chosen period. We do not use readership because magazines are read by several people.
• Online: calculated based-on monthly visits obtained on SimilarWeb.
• Social: relies on followers for Instagram and Twitter, fans for Facebook, and subscribers for YouTube.

An estimate of how many unique people will see and potentially engage with content. It can be based on circulation rates, unique monthly visitors, shares, backlinks and/or the number of followers.

The total number of times content is displayed. This counts every time content is displayed to a viewer. There can be multiple impressions by a single unique viewer.

The total number of interactions on a piece of content. For example. this includes comments, likes and shares.

Engagement rate is calculated as the total number of interactions a content receives divided by the number of people who (may) have seen the piece of content, multiplied by 100%. What counts as an interaction very often refers to likes, shares, and comments but it depends on each platform. For example, on Instagram, a post with 100K likes from an influencer with 4 million followers indicates an average engagement rate of 2.5%. However, a post with 100K likes from an influencer with 550K followers indicates an exceptionally engaged audience as it has an 18% engagement rate.

The number of unique visitors to a website in a given month. This does not include multiple visits by the same user.

The number of visitors a website receives in a given month. This includes repeat visitors and can be used to judge how active visitors are. For example: if monthly visitors total 400K but the number of Unique Monthly Visitors is only 100K it shows that people are coming back to the site an average of 4 times per month.

The percentage of coverage or Media Impact Value™ that was generated during a specific time period (ex: monthly) or an event (ex: Fashion Week, BeautyCon or Baselworld) across Print, Online (online media publications, slideshows, blogs) and Social Channels (Western: Instagram, Facebook, Twitter, YouTube, TikTok & China Specific: Weibo, Wechat, Xiaohongshu, Douyin, Bilibili).

Launchmetrics’ Voice -Centric approach highlights the Voices creating value today to provide a holistic view of marketing performance and cross-compare the impact various activities have on the customer lifecycle. From Media, Celebrities, Influencers, Partners and Owned Media, Voices represent individuals, publications or partners that are driving your brand mentions so that you can track, attribute, and measure success accordingly. Read more.

Voice Mix is a metric that provides the percentage of coverage or Media Impact Value™ generated by each of the five Voices that move consumers through the buying journey. Read more.

Publications. This includes print titles along with any online properties and social media accounts associated with the media outlet.

Influential individuals that are known for something other than their digital presence such as actors, singers and athletes.

Any person who is not a celebrity and who has a relevant footprint on social media to influence consumers in their buying behaviour/perception of a brand, including models and designers.

Partners such as Matchesfashion.com, Sephora, or IMG that can amplify a brand’s message across their own social media channels.

Any channel that belongs to the brand itself, for example. Instagram, Facebook, Youtube, TikTok, Weibo, RED.

The percentage of coverage or Media Impact Value™ generated by a specific Influencer Tier.

Micro Influencers: 10K-100K followers

Mid-Tier Influencers: 100K-500K followers

Mega Influencers: 500K-2M followers

All-Star Influencers: More than 2M followers

Compares the number of placements generated by a brand against the average MIV® generated by each placement. This can be used to gauge how effectively a brand’s marketing & communications strategies are building brand equity. For example, a high MIV® but a low number of placements might indicate that there is a greater focus on key Voices that are generating wider impact rather than focusing on smaller niche Voices.

The percentage of sample send-outs that are generating mentions from various Voices. It is calculated by dividing the total number of mentions across print, online and social media by the total number of sample send-outs each month. It can be used to evaluate the effectiveness of your sample send-outs. Keep in mind it is important to measure the quality of mentions in addition to the quantity.

The percentage of people who actually attended an event they RSVP’d to. It is calculated by dividing the number of attendees at an event by the total number of people who RSVP’d to the event and can be used to evaluate event health. Rates of 85% or higher indicate a well-attended event while rates below 70% indicate a high percentage of no-shows.

A beautifully curated online collection/lookbook of digital assets to share with your customers, contacts and industry insiders so they can access and download your digital assets (images, videos, 360s assets, and more) and request samples. 

 An internal-facing content library that allows you to upload, tag, manage and store digital assets by collections, seasons and albums. It can become your brand’s archive where you can reference and download assets from past content.

Market positioning refers to a typical consumer’s perception of a brand in relation to competing brands or products. Launchmetrics uses predefined price points of key products and labels them by Luxury, Premium or Mass-Market. A brand usually has only 1 market positioning category.

Product categories refer to the types of items a brand usually sells. A brand can have more than one product category. Launchmetrics tracks the following product categories:

• Fashion: Haute Couture, Ready to Wear, Athletic Apparel, Swimwear, etc. 
• Beauty: Skincare, Haircare, Cosmetics, etc. 
• Accessories: Shoes, Luggage, Eyewear, etc. 
• Watches & Jewellery
• Retailers

An industry index is a method to track the performance of a group of brands in a standardized way and serves as a way to benchmark different brands. Launchmetrics has analyzed 8 clusters of brands based on the market positioning and product categories. 

• Luxury Fashion 
• Premium Fashion
• Mass-Market Fashion
• Luxury Beauty
• Premium Beauty
• Mass-Market Beauty
• Watches & Jewelry
• Retailers