In our recently launched report, Data on the Runway ’19: The Voices Dominating Fashion Week, we performed a thorough data analysis of the four major international fashion weeks during the SS19 season. We were able to identify which brands are seeing the most effective results from their collection launches, which Voices (influencers, owned media, celebrities, traditional media or partners) are generating the most value for these brands, and how different strategies (re-branding, change in fashion week location, 360-degree campaigns, etc.) have affected fashion businesses (for better or for worse!).
Our second annual report is bigger and better than ever, not only thanks to our team of Data Scientists and their comprehensive analysis, but also thanks to our partnership with trend firm, WGSN. Within the pages of this fashion week data report, you’ll discover WGSN’s insights on the current state of the industry and their perspective on brand’s strategy decisions.
Here are some quick takeaways from the report to keep you up to speed during this hectic fashion month!
5 Fashion Week Data Facts You Should Know
1. Ralph Lauren garnered more buzz than any other brand.
Ralph Lauren was all the rage during the SS19 fashion week season. The iconic American label generated far more media impact than any other brand during the four main fashion weeks (New York, London, Milan and Paris), reaching $38 million in MIV® [Not sure how our Media Impact Value™ algorithm (MIV) works? Head to this article]. The enormous buzz can be attributed to Ralph Lauren’s 360-degree strategy around their 50th anniversary: from the spectacular 100-look show to the incredible post-show dinner, all at Central Park’s Bethesda Terrace; the brand put on quite a spectacle. Yet, it was thanks mainly to the influencer Voice that such notable media impact was created; they generated nearly half (46.2%) of the total MIV. With just 1.2% of placements, celebrities (who included Hilary Clinton and Oprah Winfrey among others) also managed to rack up noteworthy MIV (nearly 7%).
2. Hedi Slimane Doubled Phoebe Philo’s Media Impact.
One of the most anticipated shows of the season, without a doubt, was Celine at Paris Fashion Week. Hedi Slimane’s takeover of Celine and complete rebranding of the French luxury label fueled conversations across online and social media. As stated by WGSN in our Data on the Runway ’19 report, “This led to an industry-wide search for the “new Celine”, as well as a newfound nostalgia for the Celine of Philo’s doing (including @OldCeline on Instagram). Buzz was high on both the critical and lauded ends of the spectrum, which garnered noise and value for the brand as a whole,” and the MIV proves it.
Celine more than doubled its MIV year on year, from $3.3M to $8.5M. Meanwhile, buzz around Hedi Slimane added up to $3M in MIV (approximately double that of Phoebe Philo’s for the SS18 season). What’s also interesting is that Philo’s MIV only decreased slightly from the previous year, despite no longer being the creative director of Celine.
3. Chiara Ferragni generated almost as much MIV® as Versace.
We’ve previously discussed digital entrepreneur and All-Star Influencer Chiara Ferragni’s power to generate impact in the fashion industry, and it seems she continues to reign among influencers and celebrities alike! Her posts around Ralph Lauren, Dior, Fendi, Prada, Jacquemus, Jeremy Scott, Saint Laurent, Alberta Ferretti and Versace garnered a total of $18.3 million in MIV; this is nearly as much as the top ranking brand at Milan Fashion Week, Versace, who received $18.7 million in MIV. Ferragni’s MIV happens to also be significantly higher than Chanel’s who ranked 3rd in Paris ($17M), Fendi and Dolce & Gabbana in Milan ($15M and $14M respectively) and Victoria Beckham who ranked first in London ($16M). What’s also incredible is Ferragni’s ability to surpass celebrity Voice Nicki Minaj who generated $7M less than the Italian fashion influencer.
4. Influencers racked up 50% of overall media impact.
After carefully observing all of the data, one truth rings loud and clear: Influencers are sparking the most buzz with their posts about fashion week. In terms of the number of placements, they seem to be in a tight battle with the media (traditional media created 52.4% of the total placements vs. influencers who created 44.4%). However, when it comes to the value they generate, influencers are further ahead with 49%, meanwhile media garnered 32% of the total MIV.
5. Victoria Beckham won over London Fashion Week.
Another major celebration during the SS19 season was Victoria Beckham’s 10th anniversary. The Spice girl turned fashion entrepreneur chose to return to her home country for the special occasion and saw incredible results from her campaign; the use of her personal account to push her own brand proved successful as owned media was her biggest voice (approximately 61% of the total MIV). This all led to Victoria Beckham ranking as most impactful show at London Fashion Week!
After analyzing our data WGSN notes that “the use of her own personal brand to bolster her professional one continues to work for her, and she can directly interact with her target audience…Personal promotion meant Victoria Beckham had the most MIV from owned media. Her own posts made the best impressions and therefore created the most value.”
These are just a few of the fashion week data facts you’ll find in Data on the Runway ’19. For full access to the full report, be sure to download your free copy here: