Fashion, Lifestyle and Beauty (FLB) brands generate thousands of placements across markets, channels and languages. Media monitoring helps teams measure how much coverage they receive and the Media Impact Value® (MIV®) it generates. Yet, understanding what drove that performance can still require teams to review and organize large volumes of coverage before they can begin their analysis.
Which products and collections drove MIV? How much coverage focused on company news rather than product storytelling? Which specific campaigns or events generated results? How did these results compare with competitors?
Answering these questions often means working with limited categories, maintaining keyword lists or manually labeling coverage across different channels and markets. While useful, these approaches can be time consuming, slow down analysis and make it difficult to compare performance consistently. By the time the findings reach stakeholders, priorities may have shifted and the opportunity to act on them may have passed.
Launchmetrics’ latest Advanced Enrichments release helps offload this process. By automatically categorizing coverage according to the products, collections, events, Voices and strategic themes within it, teams can move from spending time organizing coverage to understanding what’s driving it to fuel their marketing and PR strategy.
What are Advanced Enrichments?
Advanced Enrichments add structured information to each brand mention, identifying the products, people and contexts connected to it. With the coverage already organized, teams can begin filtering, measuring and comparing performance across four main areas:
- Products and collections: Identify the product category, subcategory, collection and product name connected to each mention.
- Corporate and product coverage: Separate product storytelling from company news such as financial results, partnerships, sponsorships and store openings.
- Audiences and market segments: Analyze coverage by gender, including men, women, unisex and kids, alongside the wider context surrounding the product, known as its Universe. This includes Ready-to-Wear, Sportswear, Wedding, Haute Couture and Fine Jewelry.
- Events and Mentioned Voices: Connect brand mentions to industry events and the Celebrities or Influencers associated with them.
How Do Advanced Enrichments and Smart Tags Work Together?
Advanced Enrichments provide a standardized view across your brand and competitors, while Smart Tags track the campaigns, messages and themes specific to your organization.
- Advanced Enrichments use AI to extract relevant information from each brand mention and match it against a shared taxonomy built, maintained and quality-checked by Launchmetrics. This creates standardized data that teams can analyze across channels and languages, then benchmark against competitors.
- Smart Tags allow teams to define the campaigns, messages or brand values they want to track in their own words. Launchmetrics applies these guidelines to their coverage automatically, with the results appearing within existing feeds, filters, dashboards and reports.
A single placement can carry several enrichments. By combining these filters, teams can move directly into more specific questions about performance without first spending time organizing the underlying coverage.
Examples of Key Insights That Advanced Enrichments Unlock
1. Identify Which Products Drove Performance
A global PR director is preparing for an upcoming quarterly review. The brand delivered strong MIV, but she needs to explain what sat behind that number without spending days reviewing individual placements.
By filtering coverage by category, collection and product name, she discovers that one hero bag generated most of the quarter’s visibility while the rest of the collection received limited attention. Comparing the same categories against a close competitor reveals that the competitor’s coverage was distributed across a wider product range.
She can take a clearer story into the review on time and use the findings to inform which products the team prioritizes for seeding, samples and future press briefs.
2. Understand What Drove an Event’s Impact
Following Paris fashion week, a communications director can see that the show generated strong MIV. What he cannot see from the headline figure is which products attracted attention, which Voices amplified them and where the story traveled.
By combining event, product, Mentioned Voice and market filters, he identifies the collection that drove the greatest impact, the Voices most closely associated with it and the markets where coverage gained the most traction. He can also compare the findings with the previous season.
While the event is still fresh, the team can use these findings to shape its fashion week strategy around the products, Voices and markets that delivered results.
3. Measure Visibility Across Priority Segments
A marketing director is supporting the brand’s expansion into menswear. Investment is increasing, but he needs to know whether media visibility is moving in the same direction.
By combining gender, product category, market and time period filters, he can see where menswear coverage is concentrated, how it compares with the wider portfolio and which competitors currently lead the segment.
Now, the director can quickly show the gap between investment and coverage, giving market and communications teams clear evidence to inform their media strategy while expansion plans are still being shaped.
Spend Less Time Preparing Coverage and More Time Using It
For teams working across multiple markets, languages and channels, lengthy and manual preparation can limit how frequently teams analyze coverage and whether the findings arrive in time to influence the next decision.
Launchmetrics’ latest Advanced Enrichments release helps offload this preparation. By automatically categorizing the products, collections, events and Voices within coverage, it allows teams to move from organizing placements to analyzing what drove performance. This gives them more time to uncover insights, answer stakeholder questions and make informed decisions about what to do next.
Want to see how it works? Contact your Customer Success Manager —or book a demo to see how AI can turn your media coverage into deeper brand performance insight.
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By Pawandeep Kaur
