This year, thanks to our collaboration with the Camera Nazionale della Moda Italiana – the association which disciplines, co-ordinates and promotes the development of Italian Fashion – we were able to analyze the media impact of both men’s and women’s Milano Fashion Weeks. We chose to analyze the FW19 season which took place for men’s from the 11th to the 14th of January and for women’s from the 19th to the 25th of February. Our Data Scientists used our proprietary Media Impact Value™ algorithm (MIV™) to measure the buzz around #MFW on online and social media. Before going over some of the highlights of the analysis, we suggest you read this article to better understand which factors are taken into account when calculating MIV.
The Media Impact of Milano Fashion Week FW19
Milano Fashion Week Men’s FW19 generated $22.7M in overall MIV with 79.2% of the value created through social media channels, while the February edition of Milano Fashion Week Women’s garnered $135.8M of MIV with social contributing 82.7% of the total value. Women’s dominance is also reflected in the number of placements (83.8% of the total placements were created on social media). Yet, for men’s, online media is where the male fashion week received the most mentions (58% of the total).
Milano Fashion Week Men’s Channel Overview
Instagram confirms itself as the preferred channel in fashion, leading the conversation by MIV both at Milano Fashion Week Men’s and Women’s. In the channels’ ranking by value, it’s followed distantly by online and Facebook at both fashion weeks. It’s interesting that, looking at the share of voice, Twitter reached first place for MFW Men’s and second for Women’s, with 91,445 and 2,630 placements respectively.
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There’s a city where the unexpected is around the corner: fashion is ready to take Milan with a pink shining armor. 🎥Watch our new fashion film! #mfw #fashionweek Directed by @theblinkfish Styling @georgia_tal Clothes and Accessories by: @act_n1 – @arthurarbesser – @gabriele.colangelo – @gcdswear – @giannico_official – @luciovanotti – @marcodevincenzo – @marcorambaldi_ – @msgm – @paulacademartori – @sarabattaglia – @stellajeanroma – @tizianoguardini – @vien_atelier
In order to dig deep into the buzz that was sparked, our Data Scientists apply a “Voice-centric” approach. This method organizes the analysis around the Voices participating in the conversation to benchmark them, but also to better reflect the way brands build their communication strategies. During both Milano Fashion Weeks influencers and celebrities were the most impactful Voice, especially during women’s where they represented 45.8% of total MIV.
Milano Fashion Week Women’s Voice Overview
The most used keyword was #mfw at both men’s and women’s weeks with very remarkable results. It was mentioned 37,973 times, garnering $78.3M in MIV. #fashionweek was the second most used keyword at both weeks, mentioned 9,933 times resulting in a total MIV of $12M.
If you’d like to know more about the media impact of both Men’s and Women’s Milano Fashion Weeks FW19, download your free copy of our report here.