300
Fashion Jobs
L'OREAL GROUP
Assistant CRM Manager
Permanent · HONG KONG
L'OREAL GROUP
Key Account Manager
Permanent · HONG KONG
H&M
Total Rewards Manager, Supply Chain
Permanent · TSIM SHA TSUI
H&M
Accounts Specialist
Permanent · TSIM SHA TSUI
ESTÉE LAUDER COMPANIES
Assistant Demand Planning Manager
Permanent · HONG KONG
ESTÉE LAUDER - BRAND
Retail Marketing Manager, Estée Lauder
Permanent · HONG KONG
CLINIQUE
Assistant Education Manager, Clinique
Permanent · HONG KONG
CLINIQUE
Senior Marketing Manager, Clinique
Permanent · HONG KONG
TOMMY HILFIGER
Senior Manager, Creative Services, Tommy Hilfiger Asia Pacific
Permanent · HONG KONG
AESOP
Retail Consultant
Permanent · SHA TIN
NEWELL
Senior Manager, Indirect Sourcing
Permanent · HONG KONG
L'OREAL GROUP
Group Product Manager
Permanent · HONG KONG
ADIDAS
Senior Manager, Materials Availability Management
Permanent · HONG KONG
L'OREAL GROUP
Assistant Purchasing Manager (Marketing, Digital IT)
Permanent · HONG KONG
PUMA
Manager Innovation Technical Apparel
Permanent · HONG KONG
DR. MARTENS
Head of Financial Accounting, Apac
Permanent · TSIM SHA TSUI
TJX COMPANIES
Director of Sourcing, Apparel -Hong Kong
Permanent · HONG KONG
A & F
Hollister CO. - Brand Representative (Part-Time / Full-Time), Hysan Place
Permanent · CAUSEWAY BAY
A & F
Hollister CO. - Brand Representative (Part-Time / Full-Time), Yoho Mall
Permanent · HONG KONG
A & F
Abercrombie & Fitch - Brand Representative (Part-Time / Full-Time), Harbour City
Permanent · TSIM SHA TSUI
KERING EYEWEAR
Kering Eyewear Assistant Trade Marketing Manager Travel Retail
Permanent · HONG KONG
JAEGER
Training Manager
Permanent · HONG KONG
Translated by
Nicola Mira
Published
Nov 13, 2017
Reading time
2 minutes
Download
Download the article
Print
Text size

Have fashion week models become the secret weapon of labels’ marketing strategies?

Translated by
Nicola Mira
Published
Nov 13, 2017

Marketing intelligence firm Launchmetrics has dipped into the metrics for the New York, London, Milan and Paris fashion weeks, analysing the effectiveness of influencers in giving media resonance to catwalk shows, and on the most rewarding communication strategies for fashion labels.


Launchmetrics



The city-by-city statistical analysis of the shows with the most mentions on the press and social media gave an insight into which influencers generated the most buzz during the fashion weeks. While the weeks in question had similar shares in terms of mentions (between 21% and 29%), New York was predominant in terms of interactions produced, with nearly 2 billion, 12% more than those generated by the Paris Fashion Week.

And while influencers generated only between 3% and 7% of mentions during the fashion weeks, they were however the source of a large share of interactions, whether in London (33%), Milan (34%), Paris (43%) or New York (75%). However, one of the main findings of this analysis was the increasing influence of models on the labels' social media strategies.


Data concerning the last London Fashion Week - Launchmetrics




Spearheading this new trend were sisters Gigi and Bella Hadid, who both boosted significantly the engagement figures for each of the shows they featured in. Taylor Hill, Cara Delevingne, Elsa Hosk, Kaia Gerber, Nastya Ivleyeva and Urassaya Sperbund also topped the rankings of the most cited influencers in the cities where they showed.

"The question is: to which degree must the influence of top models such as these affect the way in which labels make their casting choices for catwalk shows?" asked Launchmetrics. According to the marketing firm, catwalk shows now have achieved a whole new level of importance. "For the fashion industry, these events are no longer just a showcase, they are also a measurement tool for the marketing and communication strategies deployed by the labels to launch their collections."

Copyright © 2024 FashionNetwork.com All rights reserved.