Launchmetrics Launches Top 20 Fashion Power Players
Dior Leads The Top 20 Brands Ranked By Marketability Across All Media Platforms, Including For The First Time Data From Chinese Markets
Launchmetrics, the luxury fashion industry’s leading analytics and data services company, has launched a new quarterly report. The Top 20 Power Players in Luxury-Fashion’s Leading Markets ranks the marketability of companies according to what Launchmetrics calls “Media Impact Value.” MIV is a proprietary machine-learning algorithm that provides brands with a unified currency to measure the value of all marketing activities across traditional and social media by assigning a monetary amount to every post, interaction, and article.
Thanks to their recent acquisition of Parklu, an influencer analytics service in China which covers all of its major social media platforms, Launchmetrics now has access to an extensive amount of Chinese-focused analytics – making it the only service which can offer data analysis which is truly global. China is a huge market after all, and Asian markets, in general, represent the fashion and luxury sector’s largest growth.
Certain aspects of the international top 20 list come as no surprise: Dior, Chanel, Gucci, and Louis Vuitton continue to dominate the pack. These are brands that invest in true media advertising as well as lots of time and creativity into telling stories and creating narratives that reach far beyond typical advertising to connect with their audiences.
In this connection, the presence of other power players was somewhat surprising. Tom Ford and Marc Jacobs, for example, are brands that offer little in the way of creative marketing or storytelling. But comparing their rankings in their home country of the USA versus those in China and especially Europe, we can probably attribute this popularity to sticking power and name recognition.
The quarter to quarter evolution statistics provide some interesting insight into the dynamics of the market, both for the companies themselves and for us as spectators. Moncler, for example, snuck right into last place on the rankings with a huge growth from the third to fourth quarter – which is understandable, as they are best known for skiwear. Meanwhile and perhaps more mysteriously, Fendi and Burberry had somewhat minor falls, while Miu Miu also saw major growth – perhaps in response to the success and visibility of Miuccia Prada’s collaboration with the iconic Raf Simons?
Our biggest takeaway seems to be that media still matters. Across all three regions, media dominated the voices split at right around 60%, meaning that more than half of all Media Impact Value is being provided by traditional fashion media such as magazines. But influencers are still pulling their weight – especially in China, where brands have little access to partnerships and owned media, and influencers made up 31% of the voices split. This may also result in part from China’s uniqueness in that, unlike Europe and the USA, its social media channels are not utterly dominated by Instagram. This greater diversity of social media platforms can give marketing teams more viable opportunities to put influencers at the heart of their campaigns.
The increasing accessibility and globality of this data means companies are more in touch with the aspects and nuances of their markets than ever. We wonder how they will react to this new access, and where things will stand next quarter.
WHERE FASHION GETS CREATIVE
Press ESC to close
To continue reading this article join today
Stay Inspired. Stay Informed. Stay Elevated.
Membership gives you full access to Industry Analysis & Creative you won’t find anywhere else
Unlimited Access to TheImpression.com
The Impression Daily Newsletter & Breaking News Emails
Exclusive Interviews With Fashion's Leading Creatives
Access to the Largest Collection of Branded Fashion Films
Access to the Largest Runway Coverage
Most Comprehensive Collection of Fashion Street Style Images