Victoria Beckham proves hers is the most influential LFW brand
A photo of British designer Victoria Beckham together with her daughter Harper was the most effective social media post during London Fashion Week, giving her brand the title of most influential of the London season.
According to marketing and data analytics platform Launchmetrics, the photo shared via Victoria Beckham’s Instagram account had a Media Impact Value (MIV) of $702K.
It was the highest value recorded by a brand during London Fashion Week, beating other top performers including Burberry, Alexa Chung, Molly Goddard and Bulgari.
The algorithm measures the value of fashion brands’ marketing activities by analysing more than 100 quantitative and qualitative attributes including audience engagement, industry relevance, and content quality.
Beckham’s photo was liked by more than 852,000 followers on social media, and the appearance of her entire family on the front row of her show created plenty of photo opportunities for the national press.
The total contribution of social media and online media rose to $36.2 million, with social media contributing $19.7 million and online media generating $16.6 million in MIV.
London-based Naomi-Jane Adams was named as the top influencer with $294K in MIV and Giovanni Palandrani, the drag queen also known as Aquaria, was crowned top celebrity with a $552K Media Impact Value.
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