In recent years, influencers have moved to the forefront as a prime focus for fashion, beauty, and luxury brands in their marketing efforts. Their aspirational content, sense of authenticity, and loyal followings can transform campaign results, as well as boost fashion brand performance and Media Impact Value™ (MIV®) generation. Many major fashion and beauty labels […]
Double Eleven is the largest and most important shopping festival in China and indeed, in the world. Discover our report covering the ten fashion brands and ten luxury brands with the highest Media Impact Value™ (MIV®) for Double Eleven 2021, and learn about the limitless opportunities that await brands that leverage this festival. This report also […]
Technology has changed the way that public relations operates, as well as the fashion sector at large, pushing it towards a full digital transformation. PR managers must adapt to these changes quickly to make sure that brand’s get the best results possible. Effective public relations management needs to be swift – both proactive and reactive […]
Shanghai Fashion Week has returned to completely in-person shows and is presenting the best collections from major designers at the Spring/Summer 2022 event. We have analyzed major brands, influencers, and brand media performance data to compile this data brief which provides key insights into the performance of Shanghai Fashion Week and a breakdown of the […]
A QUARTERLY LUXURY FASHION RANKING OF BRANDS AND ANALYSIS BASED ON MIV® After unprecedented declines within the luxury market in Europe, the US, and China as a result of the global Covid-19 pandemic, brands across all industries have recovered to be stronger than before. Following the downturn, China presented the greatest opportunity for growth in […]
In past years, Key Opinion Leader (KOL) campaigns were considered a novel method to communicate with Chinese consumers. However, nowadays they are an essential part of campaign dissemination in the East. According to iiMedia Research, the number of Chinese Multi-Channel Networks (MCNs) has grown rapidly from 160 in 2015 to 28,000 in 2020 – 175 […]
As the world slowly but surely enters a ‘new era’, Fashion Week yet again proves to be a source of creativity, energy, and a place for new beginnings. This season bore witness to major brands joining forces with outstanding results, such as top Media Impact Value™ (MIV®) while showcasing unique activations and collaborations which saw […]
Welcome to the eight episode of #TheStrategySide by Launchmetrics – our podcast where we share exclusive and insightful tips on the best strategies for the fashion, luxury and cosmetics industries. This episode features a conversation with Launchmetrics’ Managing Director of Asia Pacific, Kim Leitzes who discusses the challenges that brands face when entering the Chinese […]
A DEEP DIVE INTO THE LONG-TERM MARKETING IMPACT OF A SUCCESSFUL YOUTUBE STRATEGY With the rapid digital transformation of the fashion industry accelerated by the global pandemic, brands looked to new formats that would help them connect with consumers. They propelled their video marketing strategies and looked to YouTube to remain engaged with their global audiences and […]
With China on track to become the largest luxury market by 2025, brands across the globe are investing plenty of resources to get more involved and improve their China marketing strategies. But jumping into a foreign market – one that’s socially, culturally, and technologically distinct from the commonly understood West – is an opportunity worth planning […]
Digital transformation and the use of fashion technology have become essential for fashion, luxury, and beauty companies. Covid-19 has accelerated this process at a time where brands were already planning 360-degree strategies and campaigns. And with more than four collections a year alongside capsule collections and exclusivities, the need for a tool that streamlines campaign […]
Since the pandemic, the word “mask” has become synonymous with surgical masks. With the rise in surgical mask use, a new term has emerged: “maskne” (acne caused by prolonged mask-wearing). Maskne has increased demand for new skincare solutions. In this data brief, you will find:
For our #KnowYourMIV series, we’ve analyzed the performance of the top beauty Influencers on China’s leading Social Media platforms, revealing the Launchmetrics Media Impact Value™ (MIV®) data gathered from January to May 2021. In this article, we are focusing on the micro-blogging platform Weibo. Weibo is one of the leading platforms in China, and with […]
The Qixi Festival is the third celebration of love in China after Valentine’s Day and 520 Day. With increasing growth in Chinese consumption, luxury and fashion brands are looking to pounce on any opportunity to connect with consumers through culturally meaningful and relevant campaigns. In this data brief we highlight the top-performing Qixi campaigns by […]
Key Opinion Leader (KOL) marketing has become a must-have for most fashion, luxury, and beauty brands. Though their formats might be different, the ultimate goal is the same; to generate a good return on investment (ROI), and the higher the rate, the better. It is often hard to measure the conversion rate or the ROI, […]