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Launchmetrics digitises Haute Couture & Paris Fashion Week

Aug '20
Pic: Shutterstock
Pic: Shutterstock
Launchmetrics partnered with the Fédération de la Haute Couture et de la Mode (FHCM) and digitised the virtual Haute Couture Week and Paris Fashion Week Men’s, bringing the renowned industry event online to press, buyers, and consumers worldwide. Launchmetrics is the leading brand performance cloud for the fashion, luxury, and beauty (FLB) industries.

In partnership with the FHCM, Launchmetrics developed two platforms dedicated to each of these events, which exceptionally took place online this season from July 6-8, and July 9-13, 2020 respectively. The week-long events garnered a total of $65.1 million in Media Impact Value (MIV), according to a press release by Launchmetrics.

This year’s digital event had a more global and dispersed reach with more than 10 per cent of coverage coming from Asia. This is in contrast to typical PFW events, where the majority of coverage comes from France, the US and the UK. Speaking of Asian-based media, the share of the media-generated MIV doubled and garnered significantly more powerful placements overall, boasting a higher average MIV than compared to those of their western counterparts.

Owned Media played a much larger role this go around; the proportion of total MIV more than doubled as opposed to the normal share. This is explained by the fact that digital events leverage and rely more strongly on a brands’ owned media content and demonstrates that a brand’s self-presentation is very important to the success of the event. This year’s events provided much more exposure for smaller brands, many of whom saw their number of placements increase in comparison.

“The current landscape is changing rapidly and because of this, access to real-time measurement will be pivotal for brands as their amplification initiatives will continue generating results through their own channels, after fashion weeks, and data will be their ally for identifying consumers’ perception moving forward. Launchmetrics strives to empower brands’ digital transformation through managing their digital assets, creating impactful experiences and measuring how well their activities compare with their competitors,” CEO of Launchmetrics, Michael Jais said.

Fibre2Fashion News Desk (GK)

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