For the past couple of years now, fashion brands have been collaborating with influencers and celebrities to reach a wider audience via social media. Lefty studied Paris Fashion Week Women’s (PFW - February 25 - March 5, 2019) to spotlight the most visible brands on influencers Instagram feeds.
Fashion Weeks are highly anticipated events among fashion professionals and the general public. Fashion houses unveil the latest creations that set the freshest trends for buyers and consumers. With all eyes on the runways, this season benefits from exceptional media coverage and brands compete to be identified with the most prestigious attendees. To attract curiosity and loom over competition, more and more resources are put into organizing the most unique shows.
<blockquote><q>Trendy is the last stage before tacky</q><cite>Karl Lagerfeld</cite></blockquote>
One goal: gain the maximum media exposure
For the past couple of years now, fashion brands have been collaborating with influencers and celebrities to reach a wider audience via social media. Brands can, for instance, invite them to runway shows or even to walk, and through these influencers’ posts, reach their followers.
Lefty (lefty.io), an influencer marketing platform, studied Paris Fashion Week Women’s (PFW - February 25 - March 5, 2019) to spotlight the most visible brands on influencers’ Instagram feeds.
This study analyzes 1,719 influencers (>50k Instagram followers) identified by Lefty proprietary algorithms. They qualified for our study for two reasons: they mentioned one of the 78 participating brands at PFW and at least one keyword or hashtag (e.g. #pfw, #pfw19, "Paris", "Fashion Week", etc.) referring to PFW during the period of the event .
<blockquote><q>Keep the best, forget the rest</q><cite>Karl Lagerfeld</cite></blockquote>
These influencers created no less than 13,512 publications mentioning one of the participating brands, i.e. €19.5m worth of media value. The EMV (earned media value) is calculated by estimating each publication’s impressions and associating a CPM of €15 (=€0.15 per engagement).
Note: Despite our efforts to give an exhaustive study, some influencers who participated to PFW may not be part of our report.
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