Europe: most influential luxury fashion brands on media 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^®.

Leading fashion luxury brands in Europe in 3rd quarter of 2021, based on Media Impact Value (in million U.S. dollars)

Characteristic	Media Impact Value* in million U.S. dollars
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Release date

October 2021

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Region

Europe

Survey time period

July 1, 2021 to September 30, 2021

Supplementary notes

* According to the source, Media Impact Value (MIV^®) was based on its proprietary Machine Learning algorithm to measure the value of all marketing activities (including posts, interactions, and articles) across Voices, Channels, and Markets with a unified currency. Finely tuned to specificities of Fashion, Luxury, and Beauty, the algorithm was trained on actual media rates and over 5 years of FLB specific campaign data. It analyzes more than 100 quantitative and qualitative attributes including audience engagement, industry relevance, source authority, and content quality, to create a highly accurate method of measurement. Thus, MIV^® offers a unified way to calculate how brand equity is being created and which strategies create the most ROI.

The measurement covers online media, blogs, Instagram, Facebook, Twitter, TikTok, YouTube, Douyin, Weibo, WeChat, RED, and BiliBili.

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