The return of the physical fashion show in Paris drew large crowds outside the catwalk venues, and the excitement was picked up on the internet as well.
The online platform for Paris Fashion Week which ended March 8, showcasing women’s clothing collections for fall 2022, recorded a 90% increase in unique visitors to 456,000; a 72% increase in page views to 1.4 million and a 97% increase in media impact value to $ 260 million, according to data released by the Fédération de la Haute Couture et de la Mode and its partner digital, Launchmetrics, the architect of its website.
“The physical appeal has been amplified by the digital resonance,” Pascal Morand, the federation’s executive president, told WWD in an interview Tuesday. “Besides the fact that the platform is useful, it is somewhat mandatory … We are only at the beginning of the digital revolution.”
The data underscores that IRL fashion shows have been a boon to the federation’s online portal, hosting live streams, pre-recorded show videos or creative films, IRL show replays and a range of editorial content open to fashion professionals and the general public in the same way.
Morand said the six official fashion weeks in Paris in 2021 – two each for women, men and haute couture – attracted around 1 million unique visitors to his platform.
By comparison, the first three fashion weeks of 2022 have already attracted 706,000 unique visitors, 2.4 million page views, and a media impact value of € 359 million, which suggests that online and physical storefronts are complementary. and synergistic.
The Launchmetrics Owned Media Impact Value figure measures the impact of relevant media placements across all channels (online, social and print), including paid, owned and earned media.
“The media impact value is stronger when you have physical shows,” Morand explained. “We are truly in a physical world with a complementarity between creative expression and communication”.
He noted that the weight of social channels is growing on MIV, accounting for around 60 percent of the total and reflecting the importance of influencers and celebrities.
The 2022 data to date includes 201 fashion shows and presentations recorded in the federation’s official calendars for the three Paris fashion weeks and reflects the gradual return of physical shows as the Omicron wave that gripped Europe in December and January began. to decrease (although cases are now increasing in Europe once again with the Ba2 variant).
“There has been a progression,” Morand noted. “We see that the greatest impact is due to the return of physical performances, physical presentations and physical events.”
Unique visitors to the federation’s website for menswear shows, which ran from January 18-23, increased 4% from a year ago to 156,000 unique visitors.
According to Morand, the lack of physical shows weighed on the numbers. Men’s week saw 17 physical shows and 29 physical presentations, while 30 brands and designers opted for digital-only formats.
Meanwhile, page views for Men’s Week increased 46% to 205,000 views, while Media Impact Value, or MIV, increased 28% to € 50.6 million.
Haute Couture Week in Paris, held January 24-27, generated a 22% increase in unique visitors to 94,000, while page views increased 95% to 389,000. The MIV, meanwhile, fell 33 percent to 48 million from last January.
According to Launchmetrics, the drop in MIV reflects a deliberate decision by brands to spend less on their social media and smaller communication channels and shows that hosted fewer influencers, but slightly more celebrities.
The January 2022 high fashion shows in Paris saw 16 physical events, roughly double the number of the previous July.
The federation credits a network of broadcast partners, including YouTube, CNN, TikTok and Facebook, as well as a dedicated presence on Chinese networks such as Tencent Video and Weibo for expanding the reach of its content.
The Launchmetrics results also point to Paris as the pre-eminent fashion week in terms of media impact value at $ 260 million versus $ 171 million for Milan, $ 117 million for New York and $ 40.4 million for London.
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