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17 Aug

Barbie, Beyoncé and Taylor Swift Are Winning the Attention

Barbie, Beyoncé and Taylor Swift Are Winning the Attention

SPARKLE SWEEPSTAKES: Fashion brands appear to be getting barely more bang for his or her buck from dressing Beyoncé for her “Renaissance” world tour than Taylor Swift for her “Eras” concert events.

For instance, Alexander McQueen won $7.7 million in media impact value, and Tiffany & Co. $7.2 million, for putting designs on Beyoncé, in comparison with Versace garnering $6.3 million after dressing Swift, data from Launchmetrics show.

The information firm’s tallies show that “Eras” has up to now generated $97.5 million in media impact value, or MIV, and “Renaissance” $187 million. The proprietary MIV figure calculates the impact of relevant media placements on all channels (online, social and print), inclusive of paid, owned and earned mediums.

Roberto Cavalli collected $4.9 million in MIV, and Zuhair Murad $2.3 million, for dressing Swift.

Taylor Swift in Versace at Allegiant Stadium in Las Vegas.

Christopher Polk for PMC

By comparison, Balmain garnered $5.6 million and Valentino $3.7 million in MIV for dressing Beyoncé.

The 2 tours, playing to sold-out arenas and triggering viral moments on social media, represent “the right stage for brands to capture the gaze of hundreds of thousands, generating unparalleled exposure and reinforcing their image within the hearts of each dedicated fans and the broader public,” Launchmetrics said.

But a certain doll with a penchant for pink seems to have trumped the music superstars.

Zara’s decision to partner with Mattel on a capsule collection inspired by the looks of the hit “Barbie” movie won the fast-fashion retailer $11 million in MIV, in line with Launchmetrics.

Brands that also won the eye sweepstakes with Barbie collaborations include Nyx, whose makeup collaboration garnered $8.5 million in MIV, and Boohoo, scoring $3.7 million for its co-branded collection of 38 styles.

Crocs also generated $3.7 million in MIV with its Barbie-themed collection of shoes and charms, while shoe chain Aldo scored $2.7 million with its range of footwear, bags and jewellery.

The Barbie x Gap collection, spanning apparel, accessories, kidswear and even pets clothes, generated $1.8 million in MIV.

In a separate research study, Launchmetrics analyzed TikTok data, which shows beauty brands growing 53 percent faster than fashion in the primary five months of 2023 versus the identical January-to-May period last yr.

Louis Vuitton, Chanel, L’Oréal and Fenty Beauty were amongst latest entries in its top 10 rating of fashion, luxury and lifestyle brands on TikTok. Sephora bumped Shein from the highest spot and Fashion Nova, Balenciaga, Adidas and Walmart dropped off the list.

Launchmetrics noted that the “share of voice” garnered by TikTok influencers dropped 8 percent, with branded content logging probably the most growth at 4.5 percent.

Beauty brands grew at a monthly rate of 15 to 16 percent across prestige and mass-market segments.

In contrast, luxury fashion and premium fashion brands outpaced mass-market players, logging growth of 11 percent, 12 percent and seven percent respectively.

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