US: most influential luxury fashion brands on media 2021

According to a report on fashion luxury, Gucci was the leading brand based on the "Media Impact Value" (MIV^®) in the United States, generating 87.6 million U.S. dollars in the third quarter of 2021. Dior and Chanel came in second and third places, with MIV of 87.3 million U.S. dollars and 76.9 million U.S. dollars, respectively. According to data, Instagram is the most important social media platform for brand marketing in the United States, contributing more than 80 percent of the total MIV^®.

Leading fashion luxury brands in the United States 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

United States

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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