Dior is unbeatable. Then come Chanel, Gucci and Louis Vuitton. It is the ranking of the brands’ media impact. Consultancy firm Launchmetrics elaborates it, estimating the value of their visibility on social networks and the press. Note: Hermès, which usually invests relatively little in advertising, ranks fifth in China.
Launchmetrics uses a Machine Learning algorithm it owns. In this way it measures, with an index called MIV-Media Impact Value, the value of brands’s all marketing activities. Assign an amount to each post, interaction and article. The algorithm analysed 1,600 print magazines and 8,000 inserts, 40,000 online newspapers and blogs, 500,000 social accounts.
Dior is unbeatable
In the ranking that includes the activities carried out from October to December 2020, Dior is confirmed in first place, and strengthening its leadership. Then come Chanel, Gucci, Louis Vuitton, Saint Laurent, Prada, Giorgio Armani, Versace, Dolce & Gabbana and Hermès. With regard to the latter, Business of Fashion notes that the brand, known for relatively small advertising investments, has not entered the top 10 in Europe and the United States. But it enjoyed high visibility levels in China, the current key luxury market, ranking fifth.
Dior, writes Fashion Network, commands geographically across the board. In other words, it commands all countries monitored by Launchmetrics. For example: China, Europe and the United States. Chanel, on the other hand, ranks second in Europe, third in the United States and fourth in China. Gucci remains in third place in both Europe and China, but rises to second in the United States.
In the photo, from dior.com, Dior’s latest leather sneaker model