Valentino, Dior, Saint Laurent win attention race at SS23 shows says Launchmetrics
The Pierpaolo Piccioli-designed label was the most downloaded of SS23, with over 8,000 unique downloads and 139,000 views.
It came ahead of LVMH’s Christian Dior in second place with more than 5,000 unique downloads and over 121,000 views.
The two top downloaded labels were followed by Balmain, Givenchy, Saint Laurent, Versace, Loewe, Isabel Marant, Fendi and Victoria Beckham whose unique download numbers were much closer together ranging from 3,400 up to 4,800.
For views, the top two were the same as for downloads but after that came Prada, Chanel, Versace, Fendi, Miu Miu, Louis Vuitton, Saint Laurent and Balmain, ranging from 78,000 up to 100,000.
That came as the overall SS23 women’s fashion month drove a total of $938 million in media impact value (or MIV — Launchmetrics’ proprietary algorithm that measures the actual value of the media exposure during the catwalk season).
It means the exposure that those labels got was hugely valuable to them in terms of overall marketing of the brands.
And as well as the general exposure, there was plenty of attention focused on individual looks from the collections, which could help directly drive sales during the new season.
The three winners on this front were Saint Laurent, Valentino, Prada and Bottega Veneta.
In fact, Saint Laurent’s first runway look — a leather maxi coat with wide shoulders and sheer dress, both in on-trend green — was the most viewed look of SS23, garnering over 5,000 unique views.
Valentino, claimed the second most viewed look of the season — with an almost-maxi logo cape-dress — ahead of Prada’s blue coat and skinny pants.
Of course, the fact that these were the first looks for each of those shows is also suggestive of the fact that people were just taking a quick look at the shows.
So unique downloads could be a better guide to how well certain looks resonated and that Valentino key item also took third place on this front.
In top spot though was a much more accessible look — Kate Moss in Bottega Veneta’s easy jeans and plaid shirt jacket.
That came ahead of a second-placed Saint Laurent jersey dress with integrated cowl-hood and single sleeve.
Of course, it’s not just about the big numbers and the designers that saw the most growth in the number of downloads were also significant.
JW Anderson saw a 901% increase in downloads for SS23 compared to AW22, and Thom Browne was up 801%, MSGM rose 507%, Puppets And Puppets 368%, Tom Ford 350%, and Victoria Beckham 284%.
Meanwhile, Ferragamo was up 121%, Vetements 120%, Dries Van Noten 90% and Paco Rabanne 82%.
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