This story first appeared in the September 12, 2002 issue of WWD. Subscribe Today.
What’s coverage in a fashion magazine worth to a designer? Since it can’t be bought — at least not literally — Right Angle, an information tracking company counts the number of editorial “hits” a brand receives and assigns a value to each using a proprietary formula. Here, it provides the eight brands that received the most ink in September.
The eight brands with the most editorial coverage in the September issues of In Style, Vogue, W, Elle and Harper’s Bazaar.
58 editorial credits
Fashion editors love the fact that Miuccia Prada marches to her own intellectual and artistic beat. For fall, she traveled in a new personal direction, focusing on overtly sexy clothes while others belabored the bohemian trend.
50 editorial credits
John Galliano’s fall collection — a melee of colors, cultural references and materials — made the hearts of some fashion editors race. From folkloric themes to military jackets, his designs had the originality editors crave.
47 editorial credits
Karl Lagerfeld’s ability to reinvent one of fashion’s most iconic styles — he’s taken the Chanel suit to places it’s never been and back — has made him popular with fashion editors, who seemed to love the mismatched suits and leather jackets he designed for fall.
Yves Saint Laurent
46 editorial credits
It’s hard to step into the shoes of The World’s Greatest Living Designer, but Tom Ford’s sexed-up take on some of the master’s traditional silhouettes won kudos. His satin-collared blue velvet jacket was at the top of editors’ must-have lists for fall.
43 editorial credits
Ford has transformed Gucci from a fashion house for middle-aged social climbers to one that caters to the young and the risqué. For fall, his blend of Eighties decadence, rock style and Goth had editors swooning.
41 editorial credits
From his first grunge collection for Perry Ellis in 1993 — the one that got him fired — Marc Jacobs has been a darling of fashion editors. They loved his soft-grunge theme for fall.
Dolce & Gabbana
36 editorial credits
Domenico Dolce and Stefano Gabbana rocketed to fame on clothes designed for sexy Italian screen sirens. The same shapes were still there for fall, but a muted palette rendered the designs infinitely more wearable.
31 editorial credits
Editors responded warmly to Jacobs’ luxurious fall collection, where pink mink confections shared the stage with leather and white rabbit fur parkas. And of course, he’s done wonders for the signature LV handbag.
The value of the editorial coverage the eight brands received in the September issues of In Style, Vogue, W, Elle and Harper’s Bazaar.
Editorial credits equal to $3.4 million worth of publicity.
Among the Prada stories and photos in September magazines was a three-page article in In Style devoted to Miuccia Prada’s vision.
Editorial credits equal to $2.4 million worth of publicity.
Chanel was featured in many fashion stories and articles in September, including a Vogue piece, which waxed rhapsodic about the brand’s appeal to younger customers.
Editorial credits equal to $2.3 million worth of publicity.
Gucci’s fashion and accessories were prominent in September fashion publications. Bazaar called this bag by Tom Ford for Gucci “the carryall of the season.”
Editorial credits equal to $1.9 million worth of publicity.
W was the only magazine to put a Christian Dior dress on its September cover girl, but other magazines featured Dior fashion and accessories inside their issues.
Yves Saint Laurent
Editorial credits equal to $1.86 million worth of publicity. Yves Saint Laurent was a ubiquitous presence in the editorial pages of September magazines. Vogue loved the “resplendent excess” of this dress by Tom Ford for YSL Rive Gauche.
Editorial credits equal to $1.82 million worth of publicity. Louis Vuitton turned up in all four September fashion magazines. Vogue devoted a two-page spread to Marc Jacobs’ designs for Louis Vuitton in its feature called “The Greatest Show on Earth.”
Dolce & Gabbana
Editorial credits equal to $1.8 million worth of publicity.
D&G received 36 editorial credits in September magazines, a sign that the brand’s stock is on the rise with fashion editors. Among those credits is a photo in W of a model wearing a Dolce & Gabbana camisole.
Editorial credits equal to $1.6 million worth of publicity.
Marc Jacobs’ coats were a familiar sight in several publications. In Style went skimpy, dressing Jennifer Aniston in a camisole by Jacobs.
SOURCE: RIGHT ANGLE RESEARCH LLC IN NEW ROCHELLE, N.Y. COMPARES AND ARCHIVES EDITORIAL coverage AND QUANTIFIES THE VALUE OF PUBLICITY. for example, Cover stories are worth the most; stories about a single designer are the next most valuable, and so on. Dollars are deducted for negative coverage. THE BRANDS CITED IN ABOVE LISTS WERE WINNOWED FROM A FIELD OF 17.