Paris Fashion Week audience up 30% as Dior, Louis Vuitton and Miu Miu stand out

More than ever, Paris Women’s Ready-to-Wear Week confirms its leadership by attracting the attention and gaze of a global audience. According to figures in the latest Launchmetrics report, the media impact of shows held between September 25 and October 3 and dedicated to the spring-summer season of 2024 increased by 30% on an annual basis. The French capital takes the prize for most coveted fashion shows, with nearly 160,000 vacant appearances, or 64% more appearances in a year; There are about 100,000 in Milan, less than 80,000 in New York and just over 40,000 in London.

In terms of Media Impact Value (MIV), this indicator that calculates the value of media impact, the value of Paris Fashion Week increased from $384.4 million in September 2022 to $499 million a year later. “The dominance of Paris is explained by the presence of the biggest players in fashion and luxury in the official calendar and the strong internationalization of the brands. Paris Week has in fact become a real cultural event,” explains Chairman of the Board Pascal Morand. She was invited by the Fédération de la Haute Couture et de la Mode to analyze her figures during an online conference.

This exponential progress has been driven by the explosion in influence of social networks, which continue to gain ground, especially when compared to the traditional online channel. Instagram takes the lion’s share with an MIV of $269.1 million, increasing its share to 53.9% across all digital media. This network now has three times the weight of the traditional online channel, yet remains the second most important channel in terms of MIV generated during Fashion Week, with a 17.5% share.

Note TikTok’s remarkable breakthrough in terms of the value of media influence, with a 172% increase in one year. Pascal Morand comments: “We have entered a new era where social networks guide the immediate experience, while the paper press plays a separate role, better known for its qualitative content and reliability.”

Another observation is the importance of social networks of brands, whose average MIV increased by 32 percent in the spring-summer season of 2024: “Houses have become professional, they are increasingly proving themselves by centering their own networks, which the webinar speakers say are more effective than ever in their posts and content.

Moreover, labels are increasingly targeting celebrities; this allows celebrities to benefit from the media hype created by this or that personality, as well as the visibility that personality offers on their social networks. During this past Fashion Week, celebrity media impact value (MIV) increased by 93% in one year, from $32.9 million to 63.6 million.

In this context, the weight of the different networks has improved, with a notable progress in terms of celebrities gaining the upper hand, accounting for 12.8% of the total performance recorded during this women’s week (compared to 8.6% last year). In terms of MIV. Celebrities are closely monitoring brands’ own social networks (13% compared to 13.6% a year ago) and influencers, who have seen their share decrease significantly (14.1% compared to 18.9% in September 2022). While other partners have a 3.1% share of MIV, compared to 3.5% the previous year, traditional media holds the upper hand (it reached 55.5% last year, compared to 57% of MIV value).

Finally, from a geographical perspective, Paris’ appeal seems to transcend borders. Asia Pacific stood out at Women’s Fashion Week, with Asian celebrities generating 203% more MIV value than European celebrities. “India, in particular, is becoming the epicenter of luxury fashion, and this transformation is driving exponential growth in the region, resulting in a remarkable 225% increase in MIV compared to the spring-summer 2023 season,” states Launchmetrics. Japan (+173% in MIV value) and Thailand are performing well; “It ranks No. 3 in the Asia-Pacific region for growth and, surprisingly, No. 1 globally for celebrity-led IVMs.”

At the top of the ranking prepared by Launchmetrics among the twenty most popular brands of the last Paris Fashion Week is the house of Christian Dior, with a MIV value of $ 59.5 million, a 71% increase compared to the previous summer season: LVMH’s star brand, especially Nattawin Wattanagitiphat and Phakphum It focused on Thai celebrities like Romsaithong.

This is followed by Louis Vuitton, the other locomotive of Bernard Arnault’s luxury group; Miu Miu, worn by South Korean star K-Pop artists, rose from 4th to 2nd place with a MIV value of $ 38.2 million (+74%), in the top 3 for the first time with a MIV value of $ 24.7 million (+45%). entered.