×
1 821
Fashion Jobs
ESTÉE LAUDER
Clinique - Consultant - Lisburn, Boots - 30 Hours - Full Time, Permanent
Permanent · Lisburn
ESTÉE LAUDER
Clinique - Consultant - Lisburn, Boots - 30 Hours - Full Time, Permanent
Permanent · Lisburn
ESTÉE LAUDER
Clinique - Consultant - Lisburn, Boots - 30 Hours - Full Time, Permanent
Permanent · Lisburn
ESTÉE LAUDER
Clinique - Consultant - House of Fraser, Maidstone - 15 Hours - Part Time, Permanent
Permanent · Maidstone
ESTÉE LAUDER
Clinique - Consultant - Boots, Princes Street, Edinburgh - 14 Hours - Part Time - Permanent
Permanent · Edinburgh
ESTÉE LAUDER
Clinique - Consultant - Lisburn, Boots - 30 Hours - Full Time, Permanent
Permanent · Lisburn
HUGO BOSS
Wholesale - Senior Sales Executive - Hugo Womenswear
Permanent · London
ESTÉE LAUDER
Clinique - Consultant - John Lewis, Edinburgh - 16 Hours - Part Time, Permanent
Permanent · Edinburgh
SHISEIDO
Marketing Director - Shiseido, Clé de Peau Beauté, Drunk Elephant
Permanent · London
REISS
Buying Admin Assistant
Permanent · LONDON
SHISEIDO
Bareminerals Account Manager - Boots Glasgow Silverburn (37.5 Hours)
Permanent · Glasgow
SHISEIDO
Bareminerals Account Manager - House of Fraser Guildford (37.5 Hours)
Permanent · Guildford
SHISEIDO
Laura Mercier Account Manager - John Lewis Bluewater (37.5 Hours)
Permanent · Dartford
SHISEIDO
Nars Stock Manager - Selfridges London (37.5 Hours)
Permanent · London
ESTÉE LAUDER
Clinique - Consultant - Boots-Oxford Street, London - 7.5 Hours - Part-Time, Permanent
Permanent · London
ESTÉE LAUDER
Clinique - Consultant - Boots, Eastbourne - 5.5 Hours - Part Time, Permanent
Permanent · Eastbourne
MONCLER
Store Operations Manager - Flagship London
Permanent · LONDON
ESTÉE LAUDER
Clinique - Consultant - Fenwick, Newcastle - 12 Hours - Part Time, Permanent
Permanent · Newcastle upon Tyne
ESTÉE LAUDER
Clinique - Consultant - Barkers, Northallerton - 5.5 Hours - Part Time, Permanent
Permanent · Northallerton
BURBERRY
App Officer - Sloane Street
Permanent · LONDON
360 TALENT LONDON
​Sales Supervisor
Permanent · LONDON
ESTÉE LAUDER
Consumer Marketing & Event Coordinator, Mac And jo Malone London - Travel Retail Emea (Based London)
Permanent · London
Advertisements
Translated by
Barbara Santamaria
Published
Feb 21, 2020
Reading time
2 minutes
Share
Download
Download the article
Print
Click here to print
Text size
aA+ aA-

Dua Lipa x Pepe Jeans, a €6m+ collaboration

Translated by
Barbara Santamaria
Published
Feb 21, 2020

When Pepe Jeans announced pop artist Dua Lipa as its new brand ambassador in early 2019, it made no secret that it was a strategic move. “The partnership marks a new milestone for the Pepe Jeans brand as we look to consolidate the brand presence in Europe and seek strategic growth in new markets,” said Mark Blenkinsop, former Pepe Jeans CMO. One year on, data analytics provider Launchmetrics evaluated the success of this long-term partnership between the British music star and the brand founded in 1973 in London. According to the company, the collaboration generated €6.8 million in media impact value across social and online channels.


This photo generated 818,226 euros in MIV - Launchmetrics


According to Launchmetrics' proprietary algorithm, the brand’s own channels generated 26.5% of the total media impact value, falling behind 'media', which accounted for 27.4%. The brand could have seen higher gains in celebrity value, if Dua Lipa had not deleted all her Instagram photos at the end of the year, including all posts for Pepe Jeans. She later explained that this was a marketing move linked to the release of her new single, but it may have cost Pepe Jeans big in terms of media impact value, Launchmetrics said.

Online media, responsible for creating the greatest value for the brand, also had an impact, especially globally, thanks to Dua Lipa’s worldwide appeal. While the Daily Mail generated a media impact value of €110,441, Inquisitr resulted in €83,608, followed by Harper’s Bazaar Spain with €70,311. Among the online articles with the greatest impact were stories published by Vogue Brazil, which generated €36,557; the Daily Mail, with €33,964; and Cosmopolitan Italy, with €32,662. Print media was not included in the analysis.


The main accounts on social media - Launchmetrics


Instagram was the highest performing social media platform, with celebrities and influencers generating 44.3% of the total impact. Despite deleting her Instagram account, Dua Lipa led the list of voices. A photo shared by the music star to celebrate her collaboration with Pepe Jeans generated €818,226 in media impact value. Spanish influencers María Iliaki and María Pombo were also influential, sharing photos that generated €157,817 and €153,067, respectively. While Pepe Jeans’ own account had the greatest impact, Dua Lipa had the highest engagement rate, demonstrating her ability to interact with her community.

In terms of countries, the UK accounted for 47.4% of the media impact value, generating €3.1 million, followed by Spain (€1.4 million), Italy (€310,602), Germany (€297,242) and Greece (€251,154).

Copyright © 2021 FashionNetwork.com All rights reserved.