Tommy Hilfiger Wins Media Impact Value During NYFW, According to Launchmetrics
Tommy Hilfiger was the big winner during New York Fashion Week, drumming up $39.9 million in total media impact value, according to Launchmetrics, which released its tabulations on Thursday.
Hilfiger generated more than twice the total MIV as the second place winner which was Michael Kors at $16.8 million in total MIV. Coming in third place was Coach at $16 million, followed by Off-White at $10.2 million and Tory Burch at $9.8 million.
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Rounding out the top 10, were Carolina Herrera at $8.8 million, Luar at $7.9 million, Alice + Olivia at $5.8 million and Cos at $5.6 million, according to Launchmetrics.
Overall, New York Fashion Week generated $323.3 million in MIV, with 53,300 placements.
MIV allows brands to assign a monetary value to each post, interaction and article to measure impact and quantify brand and marketing performance collaboration results and competitor activity. MIV monitors mentions and partnerships across print, media, social media and individual Voices globally.
The dates of analysis were two days before the show and seven days after events.
In breaking down the overall landscape of NYFW and the share of voice mix, media accounted for 51 percent; influencers, 23 percent; celebrity, 15 percent; partner, 6 percent, and owned media at 5 percent. Of the channel mix, 56 percent came from Instagram, 11 percent from TikTok, 8 percent from Facebook, 2 percent from X (formerly Twitter), 2 percent from YouTube and under 1 percent, other.
Beyond media, the influencer voice remained the driving force behind the content of NYFW, accounting for 23 percent of the total MIV and generating nearly three times more placement than media outlets, according to Launchmetrics.
Influencers dominated the most valuable social platforms, especially TikTok, where their content accounted for 42 percent of the platform’s total MIV and consistently generated higher-value content on average, according to Launchmetrics.
“While video content generally held higher value across all platforms, data on the influencer voice revealed that image content was nearly as impactful, highlighting the importance of a balanced content strategy when partnering with ambassadors,” according to the report.
As far as regional performance, the U.S. generated $181.9 million in MIV, followed by the U.K. at $16.8 million, South Korea at $11.7 million, the Philippines at $10.7 million and Brazil at $7.4 million.
In South Korea, for example, the top valuable celebrity was Lee Know from Stray Kids, who attended Hilfiger’s show and garnered $2.3 million through owned media channels. Pia Wurtzbach, the model, actress and beauty pageant title holder, was responsible for the Philippines ranking, as she garnered $6.8 million in MIV, or 63 percent of MIV attributed to the Philippines. In fact, she was the top celebrity voice during NYFW.
The top ambassador/celebrity voices by MIV, were NLE Choppa at $2.4 million, Sunisa Lee at $999,000, Coco Jones at $827,000, Madelyn Cline at $734,000 and Paris Hilton at $707,000.
In evaluating the winning brand, Hilfiger’s $39.5 million in total MIV was attributed to his collection aboard a ferry docked off Lower Manhattan which featured a live Wu-Tang Clan performance and a star-packed front row. Among those who attended the show were Sunisa Lee ($326,000 in MIV) and Gabby Thomas ($310 million in MIV). Stray Kids’ Felix and Lee Know had mentions accounting for 20 percent of the show’s total coverage, while Jisoo’s attendance boosted MIV by 19 percent.
The top five brands by owned MIV (any channel that belongs to the brand itself, such as Instagram, Facebook, YouTube, TikTok, Weibo, RED) were Michael Kors ($5.8 million), Tommy Hilfiger ($4.2 million), Carolina Herrera ($1.5 million), Tory Burch ($1.3 million) and Off-White ($829,000), according to Launchmetrics. Rounding out the top 10 are Coach ($807,000), Cos ($676,000), LoveShackFancy(($390,000), Prabal Gurung (($241,000), and Toteme ($150,000).
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