Leading fashion brands for holiday marketing worldwide 2023, by MIV

The MIV of Puma and Under Armour for holiday marketing was 2.8 and 2.78 thousand U.S. dollars, respectively.

Media Impact Value (MIV^®) is 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, Instagram, Weibo, Youtube, Douyin, Wechat, Facebook, Red, TikTok, Bilibili and X (formerly Twitter).