MILAN — Italian luxury powerhouses got the broadest attention during Milan Fashion Week when it came to media impact.
According to figures provided by Launchmetrics, the data research and insights company, Gucci ranked first among the list of the top five brands with the greatest media impact value — the impact a brand generates with its marketing activities across social media, print and online — during the city’s fashion week, which closed here on Feb. 24.
Versace, Prada, Fendi and Giorgio Armani filled in the remainder of the positions in the ranking.
Gucci and its set contributed to the overall $142.4 million media impact value across online and social media coverage. The brand’s creative director Alessandro Michele had guests enter the space through the backstage hair and makeup area and view the show through a circular installation re-creating the backstage-like dressing area in place of the runway.
Launchmetrics’ data was monitored from Feb. 18 to 24.
The data research company said the news of the coronavirus outbreak in Italy, which burst at the tail end of fashion week, also contributed to its overall media impact value, generating alone $9.2 million, or 6.5 percent of the total. As reported, the health crisis in the country pushed
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