SS27米兰与巴黎男装周核心驱动洞察报告

SS27 Milan and ParisMen’s Fashion Weeks Key Insights Drivingthe Leading Fashion Weeks Index Media Impact Value®(MIV®)1. 2.SS27 Milan Men’s Fashion Week 3.SS27 Paris Men’s Fashion Week 4.Key Takeaways 5.Methodology Media Impact Value® (MIV®)The Industry Standard Metric What is MIV? One, Unified Metric Essential for Assessingthe ROI of Industry Events QuantitativeAttributes Knowing whether to continue investing in amajorevent requires a unified,AI-drivenmeasurement system that places all activities,channels, Voices and content on a level playingfield.By measuring all marketing and PRefforts—acrossprint,online and social—withone holistic metric, brands can compare ‘applesto apples’ and quantify the ROI of investments,ensuring more strategic decisions for futureactivities. ●Reach●Engagement●Advertising rates●Posting frequency●and more At Launchmetrics, we’ve worked with the mostsophisticatedAIandmachinelearningtechnologyfor over ten years,creating analgorithmthat has become the recognizedperformance metric across Fashion, Lifestyleand Beauty. This algorithm—MIV—calculates and considershundredsof qualitative and quantitativefactorsto deliver expertanalyticsforreporting.With this,MIV offers holisticcompetitorinsights impossible to gaugethroughany other single metric elsewhere,providing absolute clarity on performance andthe bigger picture across brand marketing andcampaign activities. QualitativeAttributes ●Content quality●Content relevancy●Source authority●and more Media Impact Value® (MIV®)The Industry Standard Metric How does MIV work? Recognizedas the industry’s leading andstandardized metric,MIV allows brands toassigna monetary value to each post,interaction and articleto measure impact andtrulyquantifybrandandmarketingperformance,collaboration results and evencompetitor activity—no matter the channel. And the metric goes far beyond a brand’s ownchannels. In real time,MIV monitors mentionsand partnerships across print, media, socialmediaand even individual Voices globally(including China)—alerting brands to the mostappropriateambassadors and amplifiers fortheir all-important content strategies. Today, the biggest names in Fashion, Lifestyleand Beautyrely on Media Impact Value tobuild impactful, considered strategies.Thesebrandscontinue to deliver groundbreakingresults year-on-year, season upon season. Learn More About Voices Want to understand how each Voiceplays a role in brand performanceand how each impacts MIV? Download the Guide Media Impact Value® (MIV®) What Makes Our Analysis Unique? Our Fashion Week Analysis Specificities (See Methodology page for more details) Dates of Analysis Keywords Must contain a Fashion Week keyword Data TrackedTwo days before;seven days after events Channels “Like for like”E.g. Fall Winter 24 vs. Fall Winter 23Spring Summer 25 vs. Spring Summer 24 Monitored globally across online& social media FW26 MilanMen’s Fashion Week The Overall Landscapeof Milan Men’s Fashion Week Total Event in Figures Media Impact Value®(MIV®)$156.5M 17K Placements MIV / Placements Voice Mix Channel Mix:Share of Value MIV The Overall Landscapeof Milan Men’s Fashion Week Content Analysis Channel Mix Thegrowing importance of video content,especiallyevident this fashion week,placedTikTok as the second top platform overall.Itgenerated$24M in MIV,nearly 2.7x more thanonline coverage. The platform has become morethan a distribution channel, it's now the channelwhereaudiences discover collections,followcoveragein real time and amplify standoutmoments.Within TikTok's Voice mix,theCelebrities Voice led, driving$12.4M in MIV, asign of how much of the platform's momentumcame from star power. Instagramremains the leading social mediaplatform, having generated an overall$95.7M inMIVover MFW,surpassing online coveragetenfold. Offering various avenues of expressingcontent,carouselscontentruledMilangenerating$35M in MIV,accounting for 24% ofthe event’s total impact across socials.Whileimagery remains a powerful driver of influence,video content continues to rise with platformslikeTikTokandYouTubeleading in terms ofefficiency as thetwotop channels by averageMIVacross MFW. The Overall Landscapeof Milan Men’s Fashion Week The Overall Landscapeof Milan Men’s Fashion Week Voices by Media ImpactValue® (MIV®) Top Celebrities Top Influencers Thecountry generating themostMIV at Milan Men'sFashionWeek was not thehost nation, but APAC.SouthKorea outperformed Italy atnearly 85%, a result that isdirectlyreflectedinthecelebrity rankings for MFW:four out of the top five highestMIV-generating celebrities ofMFWwere South Korean.Enhypen’s posts from MilanMen’s alone generated nearly206timesmoreMIV($28.9M)than all of thecontent producedby Italiancelebrities combined ($141K). Giuseppe Laguardia@giuse_laguardia$439K MIV Enhypen@enhypen$28.9M MIV Naravit Lertratkosum@ppnaravit$12.6M MIV Sabine Röthig@sabine_roethig$346K MIV Jixxy Kamchoo@jixxy$270K MIV Jaehyun@_jeongjaehyun$3.