Page 10 - Demo

In their white paper Data on the Runway ’1917, they analysed the data behind the big 4 international fashion weeks in New York, London, Paris and Milan. The numbers are revealing. The clear winner is Ralph Lauren, whose 100-look, 50th anniversary NY show raised considerable exposure (generating an MIV of $38m – amplified by voices that included not just the usual fashion pack of media, influencers and celebrities, but uber-personalities such as Hilary Clinton, Oprah Winfrey and Robert de Niro – not to mention fellow designers including Calvin Klein and Donna Karen).
Other notable high-scorers on the MIV scale included Victoria Beckham ($16m for her return to London to mark her 10th anniversary), Versace’s Milan show ($18.7), and Dior’s Paris show ($22.6m) – while Gucci’s MIV of $19.4m justifies their move from Milan to Paris.
‘It was evident that fashion shows have evolved far beyond exclusive events for buyers and editors, among others,’ the report concludes. ‘Fashion week has become a global platform to connect with today’s digital savvy customer, and new “Voices” play an integral part in tapping into previously untouched audiences.’
But this acknowledgement of the role that digital plays in a brand’s exposure comes with the condition that ‘in order to be successful in digital, one must go beyond the online experience, merging on and offline to create a 360-degree approach to more seamlessly connect with your customer.’
Digital alone doesn’t cut it. For those brands who decide to skip a season, there is a real danger of their MIV disappearing off a cliff. ‘Without the tent-pole event around which to hook a 360-approach, there simply is no tent. Or rather, it falls billowing to the ground, unsupported’18.
17https://www.launchmetrics.com/resources/whitepapers/fashion-week-data-report 18https://theimpression.com/the-future-of-fashion-shows-part-one-acknowledging-the-problem/