Learn about the key concepts you need to know that are fundamental for implementing a successful marketing strategy in the fashion, lifestyle or beauty industries.
Media Impact Value™
Media Impact Value™ (MIV®) allows brands to assign a monetary value to every post 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, Lifestyle 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: Any article is a placement, which can contain several references.
- Online: Any online article is a placement. Each element of a gallery can also be a placement. If an article is present in several sections of a media, it is counted once. If it appears in different media, it can be counted several times.
- Social: Any post from Youtube, IG, FB, TW is counted as a placement.
Only applies to 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 even though magazines are read by several people because those are less accurate estimates.
- Online: calculated based-on monthly visits obtained on SimilarWeb.
- Social: relies on followers for Instagram and Twitter, fans for Facebook and Chinese platforms (except Wechat which uses an extrapolation of views), and subscribers for YouTube.
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.
Monthly Unique Visitors
The average number of individuals visiting a given domain during the period of one month.
The average amount of traffic that a domain receives per month. A ‘visit’ to a website is counted when a visitor accesses one or more pages during a session.
A unique visitor can have multiple visits to a given domain.
Launchmetrics tracks the following channels
- Print: Core Titles, Print Supplements, etc.
- Online: Online Media Publications, Slideshows, Blogs, Corporate Websites etc.
Western: Instagram, Facebook, Twitter, Youtube, TikTok
China: Weibo, Wechat, Xiaohongshu, Douyin, Bilibili
Launchmetrics’ Voice -Centric approach allows you to understand how your mix is evolving over time and to benchmark your performance against competition, so that you can better arbitrate priorities and budgets. 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.
Any third party entity publishing content written by media professionals such as a journalist, team, or freelancer. It can have sources in print, online and social.
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.
Any legal entity (brand, retailer) that can publish content about another legal entity, for example: Matchesfashion.com, Sephora or IMG.
Any channel that belongs to the brand itself, for example. Instagram, Facebook, Youtube, TikTok, Weibo, RED.
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.
Sample Performance Ratio
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.
Event Attendance Rate
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 (Sectors)
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 etc.
- Watches & Jewellery
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