FW20 fashion weeks will be remembered for several reasons. Overseas, New York registered the defection of some brands, that decided to show their collection in Los Angeles (due in part to a scheduling conflict with the 2020 Academy Awards) or in European capitals of fashion. On the other side, Milan saw the first effects of Covid-19 spread, pushing some companies to shift to closed-doors runways or to cancel their events. Paris conducted its schedule without any compromises, regardless of the developing public health emergency. To understand the potential effect of these factors, we analyzed the media impact of New York, London, Milan, and Paris fashion weeks on Print, Web, and Social.

FW20 FASHION WEEKS MEDIA IMPACT

Our experts monitored the official keywords and hashtags of the 4 main international fashion weeks in the following periods: New York from February 4th to 15th, London from February 11th to 21st, Milan from February 15th to 27th, and Paris from February 21st to March 6th.

To offer a coherent analysis for Print, we analyzed data from 50 national daily publications in 16 countries; for Web and Social, we monitored the entire DMR Group panel of more than 100K websites and 25K selected social accounts worldwide.

In general, FW20 fashion weeks generated a media impact of over €191M. Milan registered the highest EMV, followed by Paris, New York, and London. The global value distribution was 54.2% on Social, 32.2% on Web and 13.6% on Print. By market, the Media Mix percentages varied. New York Social reached almost 60%, Milan and Paris Print covered 19.2% and 16.3%, respectively.

Social was the most important media in terms of value. By category of account, Brand and Celebrity/Influencer generated the highest social EMV. Even though they made just 9% of the number of posts, Brands' official social profiles represented 42% of the value on Social, equivalent to more than €43M. Celebrities and Influencers follow closely with 39%, equal to almost €40M. Media and Journalists offered 14% of the total Social EMV with 59% of the number of posts. The "Other" category (institutions, stores, buyers, etc.) made 7% of the posts for 5% of the value.

Looking at the social accounts that generated more buzz during FW20 fashion weeks, the top Celebrities/Influencers were: for New York, Dominican singer Natti Natasha; for London, designer Victoria Beckham; for Milan, Malaysian actress and TV host Neelofa; and, for Paris, Brazilian influencer Camila Coelho.

These are just a few key data from our analysis on the 4 main FW20 fashion weeks and their media impact on Print, Web, and Social. If you want to know more, download your free copy of the full report by clicking here.