Paris Fashion Week has broken all records

As you might expect, this article delves into the world of fashion. But rather than meticulously dissecting the latest Fashion Week looks, it explores the less glamorous side of the industry: the numbers. Specifically, it examines the figures generated by the media impact of brands, revealed through data provided by Launchmetrics, the marketing analysis platform designed specifically for the fashion, luxury, and beauty industries. This analysis also includes the MIV, the platform's exclusive measure quantifying the impact of relevant media placements across all channels (online, social, and print). During this season, Paris once again proved its supremacy on the global fashion stage with an exceptional Fashion Week that captivated couture enthusiasts worldwide. The numbers speak for themselves: a meteoric rise of 30% in media impact value over the past year for the City of Light, reaching the impressive figure of 499 million dollars. During an online discussion with Launchmetrics CEO to assess Fashion Week, Pascal Morand, President of the Federation of Haute Couture and Fashion, emphasized that this success was the result of dynamic collaboration between major fashion brands, emerging brands, press agencies, and the federation itself.

The winning strategy at Paris Fashion Week entailed nurturing relationships with A-lister, propelling the city to new heights. This season, Paris witnessed a tidal wave of celebrities, particularly from the Asia-Pacific region. Thailand and India stood out, registering dramatic increases in media impact value generated by celebrities. By leveraging the media attention of these personalities, brand media influence saw a remarkable growth of 93%, reaching 63.6 million dollars, compared to 32.9 million dollars in the previous season. Times are changing, and with them, the way brands make themselves heard. Fewer placements were made, but each one hit harder. Posts on various platforms increased on average by 40% compared to the previous year, especially for brands investing in their own media channels, boosting their impact by 32%. It's a fact: these brands have recently stepped up their efforts on social media, making their posts and content more appealing than ever.

Influencers, who once ruled the roost, saw their share drop to 14.1% from 18.9% in September 2022. But it was TikTok that truly stole the show, soaring by 172% in a year. As Pascal Morand pointed out, «we are now in an era where social media govern the experience, while print media stands out for its quality content and credibility,» marking a true revolution in the media landscape. Meanwhile, traditional media maintained their supremacy at 57%, a constant in an ever-evolving media landscape. While major fashion capitals vie for top spots in terms of media impact, with brands like Burberry, Prada, and Gucci, it's France that claimed the top position, surpassing fashion industry giants. Dior once again shone, earning an impressive 59.5 million dollars in media impact, a staggering 71% increase from the previous season. The brand successfully partnered with sensations from Asia, such as Jisoo from Black Pink. Also present were other A-list celebrities including Robert Pattinson, Jenna Ortega, Charlize Theron, Rosalia, and the French actress Camille Cottin.

On a local scale, Dior shares the top 5 with Louis Vuitton, Miu Miu, Chanel, and Loewe. Louis Vuitton rose to the second position with a media impact of 38.2 million dollars, welcoming universally beloved stars like Zendaya and Australian rapper Felix. Miu Miu took the third spot with its Gen Z ambassador team, including Sydney Sweeney and Emma Corrin. Chanel, the illustrious independent house, ranked fourth with an impressive 21.6 million dollars. Finally, Loewe, the creative jewel in the LVMH stable, made its way to the fourth position in the ranking with 16.8 million dollars.

In summary, this fashion week marked a significant turning point in the fashion industry, highlighting the evolution of strategies and partnerships. Beyond the dazzling runway shows, this season was shaped by innovative collaborations between brands and celebs from every horizon, propelling Paris to unprecedented heights in terms of media impact. The undisputed fashion capital not only continued to shine but also set a new standard for the entire industry. One thing is certain: the fashion world simply cannot do without Paris. And neither can we.