Leading fashion luxury brands based on Media Impact Value in Europe Q3 2021
According to a report on fashion luxury brands, Chanel came on top in a ranking based on the "Media Impact Value" (MIV®) of luxury brands in Europe, with a MIV of 158.9 million U.S. dollars in the third quarter of 2021. Dior and Louis Vuitton followed with Media Impact Value amounting to 155.9 million U.S. dollars and 120.6 million U.S. dollars, respectively. According to data, Instagram is the most important social media platform for brand marketing in Europe, generating more than 80 percent of the total MIV®.