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Social Values, Influencers, New Show Formats Will Generate Media Impact, Says Launchmetrics

LONDON — Diversity, inclusion and sustainability are top media impact boosters as they enhance brands’ relevance to today’s consumers. According to Launchmetrics’ latest “Data on the Runway” report, the evolution of “social values” in society is impacting brands’ popularity and consumer engagement. A case in point is Tommy Hilfiger’s spring 2020 show in collaboration with Zendaya, which was praised for its diverse casting. It ranked among the top three New York Fashion Week shows in terms of media impact value or MIV. In London, some of the top-ranking influencers included renowned drag queens @Missfamenyc and @ageofaquaria who sat front row at the Erdem and Matty Bovan shows, respectively, according to Launchmetrics, a data research and insights company that attaches a monetary value to MIV by tracking a brand’s marketing activities across all social media, as well as print and online publications. Sustainability initiatives have similar effect in terms of creating higher engagement and increasing a brand’s media impact. Dior managed to increase its MIV by 57 percent for spring 2020 compared to fall 2019, after raising the issue of biodiversity through its spring 2020 show space, which was filled with trees sourced from France in partnership with botanist group Coloco. Gucci experienced a similar spike, with

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