C (13:01)
Awesome. Definitely. So I can walk you through a little bit of the analyses that I did for the debuts we saw in Milan. So in Milan, we saw four big creative director debuts this season. Versace, Bottega, Veneta, Jill Sander, and of course, Gucci. Even though they didn't do an official quote show, that was a big debut this season. So the way that I like to kind of categorize the different data that I did for this analysis, so one is just kind of the reach or the volume. So this is like, how many posts is each brand receiving? Right. So if you look at the Milan debuts, the brand which got the most posts or the most people posting online or articles posted about them or press posted about them was Gucci this makes sense. Gucci is just naturally the biggest brand of this bunch. Gucci has tens of millions of followers on Instagram, whereas like Jill sander, comparatively has 1 million followers on Instagram. So, like, it does make sense that across social media and across press, Gucci has the highest number of posts. But it's also like, not to belittle it at all, like, it's great. Gucci is still very top of mind and talked about across mass consumers. That's good for Gucci. It's wonderful. Then I also like to look at the sentiment. So I do something that's called a sentiment analysis, which is a pretty standard data analysis methodology where a computer tries to quantify the positivity of language. So, for example, if there's a tweet or an Instagram post that says I love Gucci, the computer goes word for word, understands that love is a positive word, and says, yes, this tweet is pretty positive. If there's a tweet that says I hate Gucci, the computer will come to the opposite. So then, like, what code lets you do, it's like, so you do this across a lot of text or tweets or posts or captions or comments at a very large scale very quickly. So when you look at the average sentiment, which is like, of the people that were talking about these shows, how positively were they talking about these shows? The Milan debut that wins here is Jill Sander, which is interesting because like I said, Jill Sander had way fewer posts than brands like Gucci or Versace or Bottega. But then this is kind of like where you see who has a cult following, because it's like, of the people that were talking about Jill Sander, they really loved Jill Sander. So that's very interesting. And you see this a lot with brands that, like, might not like, might be a little bit more niche, but within their niche, they are top, top performers and their customers are like, very, very happy. So Jill Sander was, was the winner by a long shot. And then I also look at engagement. So of the posts that are being posted, who is generating the most comments the most, likes the most, reposts the most shares. So I can post a lot about Gucci, but like, say each post is not maybe getting that many comments, it's not causing that much conversation. Or I can post about Jill Sander and it might be very positive, but again, it's not getting that kind of conversation started. So the Milan debut that got the most conversation started, which I thought was very warranted, was Louise Trotter's Bottega Veneta. That makes sense. It was a big debut. It was worthy of conversation. From what I saw, people really liked it. It was, I think, kind of one of the most highly anticipated moments of Milan or of the season in general. She's one of few female creative directors in this industry. She had tremendously huge shoes to fill from her predecessor, Matthew, and then him going to Chanel and like, people loved his Bottega. I mean, it was just so conversation worthy. So that was interesting. And then another thing that I said, kind of, I think it's important to note, of these four, obviously Versace has not come out on top in these three categories. Versace did have the lowest average sentiment of the four. But what I think is important to note here is that, yes, the Versace collection was very divisive. So if you're just looking at positive texts, Versace is not going to come out on top because for people that loved it, there were an equal force of people that didn't like it. But I think that can also be good for Versace. You're still getting that conversation. You're still getting very opinions. And I think if you look back at really iconic eras in modern fashion history, like Tom Ford's Gucci, even Alessandro's Gucci, or Hedy at Celine, like, they all started as quite controversial debuts. So I loved Versace. I thought it was great. And I think, of course, like, with the data, there's always that context that's important. And even though you have the lowest sentiment, it doesn't mean that it wasn't like a very strong cultural moment.
