Results are in: First Online Couture And Men’s Fashion Weeks In Paris Are A Success.
Live streaming is a hit. The Fédération de la Haute Couture et de la Mode just published the first figures regarding online response to its summer virtual shows. While it did not provide a breakdown of its figures, YouTube and ListenFirst, a social media analytics platform, separately issued more detailed data.
The videos produced for events, held between July 6 and July 13, drew a combined audience of 19.4 million views on its partner platforms, according to French fashion’s organizing body. They garnered 5.6 million views on YouTube and 13.8 million on Weibo, Tencent Video and Bilibili.
“We consider the figures as very satisfactory and encouraging,” Pascal Morand, executive president of the Fédération de la Haute Couture et de la Mode, told WWD. He noted that physical fashion weeks usually draw 5,000 visitors, indicating the online version appealed to a broader audience.
Launchmetrics calculated the media impact value, or MIV, of the combined eight days of couture and men’s shows, using its proprietary algorithm, which measures the impact of placements and mentions from voices in fashion, luxury and beauty, across social media.
It said the total MIV of the period was $65.1 million, of which the bulk was generated by the couture shows. By comparison, the data technology company had estimated the MIV of Paris Couture Week alone last year at $56.7 million.
Most members and invited houses took part in the operation: 33 houses on the official haute couture calendar and 67 on the men’s schedule. The federation teamed up with partners including Google, YouTube, Instagram, Facebook, Canal Plus, The New York Times and Hylink to amplify the content.
Morand said that as a result, emerging brands enjoyed much more exposure than they usually do.
Talia Yates, a spokeswoman for YouTube, said 80 brands took part in the partnership between the federation and YouTube, of which 19 were new to the online video-sharing platform. There were 30 brands for couture, including eight newcomers, and 50 for men’s, with 11 first-timers.
The most viewed videos for couture were Dior, Chanel and Iris van Herpen, while the top videos for men’s were Louis Vuitton, Dior and Thom Browne, she said.
Among the standout videos singled out by YouTube for couture were Viktor & Rolf, Dior and Iris Van Herpen. For men’s, it praised Dior, Thom Browne, Reese Cooper, We11done, Bluemarble, Henrik Vibskov and Amiri, alongside upstarts KidSuper and Cool TM, as well as Balmain, which filmed its fashion show on a barge on the Seine.
ListenFirst ranked the top ten brands with the most social engagement during both fashion weeks. Chanel came first for couture, with an engagement score of 1,838,709 between July 6 and 8, down 21.66 percent from the same period last year, when the brand staged a physical show at the Grand Palais.
Chanel’s best-performing video during the period was a tweet showing off a flowery dress, which captured almost 5.5 million public video views.
The rest of the ranking was as follows: Ralph & Russo, Giambattista Valli, Maison Margiela, Viktor & Rolf, Valentino, Elie Saab, Rahul Misra, Maison Rabih Kayrouz and Aganovich. There were 396 tweets directly mentioning Paris Haute Couture Week, a steep drop from the 15,158 tweets recorded between July 1 and 4, 2019.
For men’s, the top ranking brand was Dior with a social engagement score of 2,560,982, representing a rise of 51.25 percent versus the same period a year ago. A behind-the-scenes look at the making of the collection, inspired by Ghanaian painter Amoako Boafo, received 174,453 views on Facebook.
The men’s ranking was as follows: Louis Vuitton, Loewe, Hermès, Palomo Spain, Thom Browne, Lanvin, Rick Owens, Dries Van Noten and JW Anderson. Virgil Abloh’s short film touting its upcoming “Message in a Bottle” show in Shanghai generated more than 14.5 million views between Twitter, Facebook and YouTube.