Dior Scores The Highest Media Impact Value At PFW Over Chanel

The total Media Impact Value of Paris Fashion Week was $129 million (£98.5 million), and the engagement was 42.2 million, according to the data crunched by Launchmetrics. But what were the scores on the doors for the brands and which influencers won the shows?

The highest number of relevant media placements on all channels (online, social, print) inclusive of paid, owned and earned mediums and generated a MIV of $17.4 million (£13.3 million). Its 10,700 articles and social media posts had an engagement of 6.6 million. This was bolstered by its 78 owned media posts, which earned it a MIV of $7.1 million (£5.4 million) and an engagement of 4.2 million. Naturally, the noise around the V&A exhibition Christian Dior: Designer of Dreams gave the brand an increased audience to reach to begin with.

Second in line was Chanel. The house had 26,100 posts published about it, generating a MIV of $11.2 million (£8.5 million) and 3.8 million engagement. Ten thousand posts were written about Chanel’s late creative director Karl Lagerfeld, which had an engagement of 475,500. Off-White, Saint Laurent, Louis Vuitton, Chloé, Valentino, Alexander McQueen, Givenchy and Stella McCartney followed in the MIV leaderboard.

In the influencer market, the top Instagram was posted by Jessica Jung for Hermès. Her front row selfie with the simple comment “Gorgeous show” and an emoji of an orange earned the brand a MIV of $407,000 (£311,000) and an engagement of 347,000 likes.

Chiara Ferragni was crowned the number one influencer of Paris Fashion Week. The entrepreneur, who enjoyed an increased profile last year owing to the publicity around her wedding, earned a MIV of $716,000 (£547,000) and an engagement of 583,000 from two posts.

Metrics aside, the numbers essentially prove that the costly show productions put on by household-name brands pay dividends. And the pictures of the extravagantly decorated Musée Rodin (where the Dior show was set) or the Grand Palais (Chanel) that filtered down your Instagram feeds are worth more than the second it takes you to swipe by them. The formula behind the fanfare is one that is hard for smaller brands with lower budgets to tap into, however. Next season, we can expect that the list of brands rounding up the top spots will largely be the same.