Desigual’s 2020 show created €2.4m in media buzz in Europe and Americas
Desigual presented a new image at its headquarters in Barcelona last year, and the event sent a clear message: the company owned and led by Thomas Meyer wants to do things differently. It marked an evolution of the brand’s irreverent approach, which would also shape the way it presents its collections. As the company’s chief marketing officer told FashionNetwork.com, “we are testing a new strategy outside of the fashion week calendar to link our products to artistic and cultural moments rather than purely fashion.” And so, after years of taking part in Madrid and Barcelona fashion week, Desigual held an event at Art Basel in Miami in December to present its 2020 collection.
The ‘Miami Loves Different’ show was directed by artist Carlota Guerrero, who recruited about 30 models to wear the collection. It ended with a display of love and sensuality in a performance that explored the power of the kiss. Social media reacted almost immediately, and the event attracted significant media attention. According to data from Launchmetrics, which measured the show’s media impact value in the period between 1 December and 14 December 2019 through its proprietary MIV algorithm, traditional media generated the most buzz. Online media accounted for 49% of mentions, including stories run by German newspaper Bild (which generated €55,508 in MIV), and the UK’s MailOnSunday and DailyMail, worth €35,829 and €35,791 respectively. Many blogs also covered the story, focusing primarily on the fact that the cast included Madonna’s daughter Lourdes León.
While Desigual’s owned media accounted for just 7.3% of the impact, celebrities and influencers helped drive the company’s MIV up, accounting for 10.9% and 25.1% of the total value. The three most influential social media posts, shared by influencer Macarena Achaga, music artist Greta Menchi and model Jazzelle Zanaughtti on Instagram, generated up to €1 million in MIV. Meanwhile, the most valuable accounts were Macarena Achaga’s, which delivered €247,077 in value, Desigual’s with an MIV of €176,975, and Miranda Makaroff, whose collaboration with the brand resulted in €131,549 in MIV.
By region, Spain dominated as the most valuable country, generating €532,100 or 24% of the total value, followed by the US with €369,600, Mexico with €340,200, Italy with €228,600 and the UK with €222,300. According to the Launchmetrics study, Europe’s contribution was largely the same as the MIV recorded in the Americas.
The data reveals how much online buzz Desigual’s event generated in the two weeks after the show, but the real results will come in the form of sales later this year. In the first half of the year, revenues at the Spanish brand fell 10% to €290.7 million, but Ebitda rose 22.1% to €27.2 million.
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