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™
Launchmetrics’ proprietary machine learning algorithm provides brands with a unified currency to measure the value of all marketing activities across Voices, Channels and Markets by assigning a monetary amount to every post, interaction and article. Finely tuned to specificities of Fashion, Luxury and Beauty, the algorithm was trained on actual media rates and 5+ years of FLB specific campaign data. It analyzes more than 100 quantitative and qualitative attributes including audience engagement, industry relevance, source authority and content quality, to create a highly accurate method of measurement. MIV® offers a unified way to calculate how brand equity is being created and which strategies create the most ROI. Read more here.
Number of posts, interactions or articles related to search query (i.e. brand, product or event).
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.
Engagement (or Reactions)
The total number of interactions on a piece of content. This includes comments, likes and shares.
The portion of followers of an individual social media account that are interacting with that person’s posts. This can be used to compare how active an influencer’s follower base is along with the overall impact that influencer has. For example, 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.
Unique Monthly Visitors
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.
Share of Voice
The percentage of mentions generated by a brand, segment or influencer during a specific time period (ex: monthly) or an event (ex: Fashion Week, BeautyCon or Baselworld). Share of Voice can be used to identify the most talked about brand during an event or to benchmark your marketing & communications strategies against your competitors.
Share of Value
The percentage of Media Impact Value™ generated by a brand, a segment, or an influencer, during a specific time period (ex: monthly) or an event (ex: Fashion Week, BeautyCon or Baselworld). Share of Value can be used to identify the most talked about brand during an event or benchmark your marketing & communications strategies against competitors.
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 (Instagram, Facebook, Twitter, YouTube).
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, this methodology gives brands a unique framework to understand the ROI of these activities, as well as the Voices that influence the customer buying journey from awareness and consideration to conversion and retention. 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 such as Vogue, Allure or Manrepeller.com. 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.
Influential individuals within the fashion, luxury and beauty industries that are known for their digital presence such as Chiara Ferragni or Aimee Song.
Retail partners such as Matchesfashion.com or Sephora that can amplify a brand’s message across their own social media channels.
Content posted on your brand’s own social media properties including Instagram, Facebook or YouTube.
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.
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 refer to the types of items a brand usually sells. A brand can have more than one product category.
- Fashion: Haute Couture, Ready to Wear, Athletic Apparel, Swimwear, etc.
- Beauty: Skincare, Haircare, Cosmetics, etc.
- Accessories: Shoes, Luggage, Eyewear, 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