A new report by Launchmetrics says 68 percent of TIkTok users have been inspired to find out more about a brand or product.
Cannes wants to be a global hub for luxury research and innovation, via a partnership with Côte d’Azur University, Launchmetrics and TikTok.
“Very few influencers mentioned Balenciaga and even fewer celebrities,” Launchmetrics said.
Owned media drove nearly 50 percent of total MIV, according to Launchmetrics data.
Data from Launchmetrics shows that influencers and celebrities are key to digital fashion weeks.
Public gatherings are banned as the country struggles to curb the coronavirus pandemic.
The deal gives the data research and insights firm a foothold in China as the country cements its dominance of the global luxury market.
Brands that staged hybrid events, combining a physical show and digital elements, fared better than those opting for an online presence.
As the Paris shows kick into high gear, branding and strategy experts advise how brands can flourish with a mix of live and virtual events.
As businesses reopen and brands seek to reset their business plans, they will need to make smarter decisions with tighter budgets.
“I get the feeling that this fashion week will be a test for the next one,” says Michael Jaïs.
The majority of MIV came from the fast-fashion e-tailer’s owned media, according to Launchmetrics.
Clarke generated $2.35 million in MIV through her Instagram account, according to new Launchmetrics data.