Pitti Uomo 96 ha fatto registrate 16mila placement e un Media Impact Value™ totale di 14 milioni di euro.
From June 11th to 14th, Pitti Uomo 96 took place in Florence – the latest edition of the fair which is known as “the world’s most important platform for men’s clothing and accessory collections and for launching new projects in men’s fashion”. Once again, we partnered with Pitti Immagine to discover the impact of the event both online and via social media channels. In this report, our team of Data Analysts leveraged our property algorithm, Media Impact Value™ (MIV®), to track the media value generated at the event from a number of different lenses. On our site, you can read all of the metrics from Pitti Uomo 96: from the Voices that contributed the most buzz around the fair to the channels and the influencers generating the highest values, along with a focus on key events and special moments including, in this edition, brands like Givenchy, Salvatore Ferragamo, A|X Armani Exchange, MSGM and Marco De Vincenzo. In this post, we’ve rounded up our key takeaways from the data we discovered during this season.
3 Key Takeaways from Pitti Uomo 96
1. Online consistently works well, but social media offers more value
Pitti Uomo 96 saw quite a balance between online and social media coverage, both in terms of placements and Media Impact Value. Online coverage generated the highest number of placements (8532 vs. 7514) but, in terms of value, the balance switched. The MIV® generated by social media is equivalent to 57.1% of the total, while online sits at 42.9%.
The online strategy can be seen by the fact that the most relevant Voice for Pitti Uomo 96 was, once again, ‘Media’, when looking at both placements and MIV®, which represented 78.1% and 55.1% respectively. However, the dominance of influencers, as well as the presence of international celebrities that attended this season, ensured that in the channel ranking by MIV®, online came second, even generating three times the placements of Instagram.
2. Givenchy, Salvatore Ferragamo and LuisaViaRoma were the most buzzed about special events
As previously mentioned, this season’s calendar was full of unique moments and events. Givenchy, after moving their SS20 men’s show to Florence, was the top event, with an MIV® of €3.5M and 1506 placements.
The brand taking the second spot was Salvatore Ferragamo with their men’s runway show, which took place in the magnificent Piazza della Signoria, and reached an MIV® of €1.4M. In third was LuisaViaRoma, with their first runway show by Carine Roitfield Studio, at €919K in MIV®. These three key moments alone represented 41.3% of the overall Pitti Uomo coverage.
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3. An international parade of Celebrities and Influencers
Pitti Uomo 96 was the perfect stage for worldwide celebrities, who have large followings on social media, and Italian and foreign influencers. Even though their Share of Voice only made up 12.9% of the total number of placements, Influencers and Celebrities represented 27.3% of the total MIV® generated at Pitti Uomo 96. This was potentially because of the tier of celebrities invited to the main events, including global actors like Mena Massoud, Darren Criss and Pom Klementieff.
Looking at the top 10 ranking, Disney’s Aladdin star came first, reaching an MIV® of €488K with only 1 post. In second was Cecilia Rodriguez with 2 placements and an MIV® of €267K, followed by Darren Criss, who generated €245 in MIV, again with only 1 post.
If you want to hear more exciting metrics like these download the full report here.
Header image: Courtesy of Pitti Immagine