The Glossy Podcast: Week in Review – Breaking Down the Fashion Month Data

Release Date: March 14, 2025
Host: Danny Parisi
Guest: Alison Branger, CMO of LaunchMetrics

Introduction

In this insightful episode of The Glossy Podcast, host Danny Parisi welcomes Alison Branger, the Chief Marketing Officer of LaunchMetrics, to discuss the latest data and trends emerging from Fashion Month. With Alison’s extensive background in the fashion industry, including roles at Net-A-Porter and IMG Fashion, the conversation delves deep into the evolving dynamics of major fashion weeks and the strategic decisions brands face in today’s economic climate.

The Value of Fashion Shows

Danny opens the discussion by addressing a common dilemma brands face: whether participating in Fashion Week is worth the substantial investment. Alison provides a compelling case for the significance of fashion shows, emphasizing their unparalleled ability to generate media impact.

Alison Branger [02:20]:
“On average, brands are generating a tremendous amount and sometimes up to like 200% more in media impact value in that month that they show.”

She highlights that the media coverage from these events not only boosts immediate visibility but also has a lasting effect, keeping brands relevant in the public eye long after the shows conclude.

New York Fashion Week Analysis

Focusing on New York Fashion Week, Alison shares intriguing data from LaunchMetrics. This season saw a near-even split between on-schedule and off-schedule events (51% off-schedule vs. 49% on-schedule).

Danny Parisi [05:09]:
“Is that pretty typical from what you've seen? And is New York different from the other weeks in that way?”

Alison Branger [05:09]:
“We've seen this season a decrease in events too. Brands have been inviting fewer people, leading to more off-schedule shows and opportunities for smaller or emerging brands.”

Alison attributes this shift to economic pressures and a post-IMG landscape, which is causing brands to be more selective and innovative in their show formats and venues.

Impact of Venue Decentralization

The decentralization of shows in New York, moving away from traditional venues like Bryant Park to more eclectic locations across the city, has mixed implications.

Alison Branger [06:09]:
“It's a love and hate relationship with being contained in one place versus expressing your own creativity in your own venue.”

While this fosters creativity and allows brands to stand out, it also introduces logistical challenges for attendees, such as transportation issues and increased travel time within the city.

Media Impact and Brand Performance

LaunchMetrics uses Media Impact Value as a key metric to evaluate brand performance during Fashion Weeks. Alison discusses the consistent performance of established brands like Calvin Klein and Michael Kors, as well as the rising success of newer brands like Kate.

Alison Branger [10:39]:
“Michael Kors always... remain strong. Christian Siriano is one of the other brands that goes in and out of the top 10 effectively.”

A notable trend is the shift in influencer impact within the US market, where US voices have overtaken APAC (Asia-Pacific) influencers in driving media impact.

Alison Branger [12:33]:
“This year it's like completely flipped. Now 70% is coming from US influencers, celebrities, and brand ambassadors.”

Comparative Analysis: London and Milan Fashion Weeks

Alison provides a comparative look at London and Milan Fashion Weeks, highlighting distinct strategies and outcomes in each market.

Alison Branger [16:04]:
“D Squared increased their media impact value 60 times thanks to strategic collaborations.”

In London, the focus remains on nurturing emerging talent, creating a vibrant atmosphere that contrasts with the more established luxury houses dominant in Paris and Milan. This distinction underscores the varying objectives and cultural influences shaping each fashion week.

Influencer Dynamics and APAC Market Influence

The influence of K-pop stars and APAC media remains significant, particularly in European fashion weeks. Alison notes the resurgence of Chinese platforms like Red Weibo, which have tripled their media impact value compared to the previous year.

Danny Parisi [19:13]:
“K-pop groups and stars still have such immense brand power...”

This highlights the ongoing importance of APAC markets in global fashion branding, despite shifts in influencer dominance in the US market.

Sustainability Concerns in Fashion

A brief yet critical discussion touches on the fashion industry's sustainability practices. Alison expresses concern over the industry's rapid return to high-carbon footprint activities post-COVID, undermining previous sustainability efforts.

Alison Branger [08:46]:
“It's ironic... we were all trying to reduce our carbon footprint, and now we're back to high-impact activities like private jets and excessive car use.”

Case Studies: Success Stories

Alison shares success stories that demonstrate the effective use of influencer collaborations to amplify media impact.

Alison Branger [13:59]:
“The collaboration between Florence Pugh and Harris Reed for Roho almost doubled its media impact value from last year.”

Similarly, D Squared’s partnership with singer Dochi, following her viral Grammys performance, resulted in a dramatic increase in media impact value.

Alison Branger [16:04]:
“D Squared increased their media impact value 60 times.”

Future Trends and Strategic Predictions

Looking ahead, Alison anticipates that brands will increasingly leverage influencers and celebrities not just for visibility but for deeper consumer engagement and brand sentiment analysis.

Alison Branger [26:03]:
“Brands are trying to understand what else they can do with influencers beyond just having them sit front row.”

This strategic shift emphasizes the importance of measuring and maximizing the return on investment from influencer partnerships.

Conclusion

The episode concludes with a reflection on the evolving landscape of Fashion Weeks, driven by data-driven strategies and the strategic use of media and influencer collaborations. Alison reiterates LaunchMetrics' role in helping brands navigate these changes by providing actionable insights into media impact and brand performance.

Danny Parisi [28:42]:
“Alison, thank you so much for joining this week. This was a really fun conversation.”

Notable Quotes

• Alison Branger [02:20]:
  “On average, brands are generating a tremendous amount and sometimes up to like 200% more in media impact value in that month that they show.”

• Alison Branger [06:09]:
  “It's a love and hate relationship with being contained in one place versus expressing your own creativity in your own venue.”

• Alison Branger [08:46]:
  “We spend, like, the other half of the year talking about sustainability… but the bigger question is we forgot about this mantra that we had five years ago.”

• Alison Branger [12:33]:
  “This year it's like completely flipped. Now 70% is coming from US influencers, celebrities, and brand ambassadors.”

• Alison Branger [16:04]:
  “D Squared increased their media impact value 60 times.”

• Alison Branger [26:03]:
  “Brands are trying to understand what else they can do with influencers beyond just having them sit front row.”

This comprehensive summary captures the essence of the episode, highlighting key discussions, insights, and strategic outlooks shared by Alison Branger. It provides valuable takeaways for listeners interested in the intersection of technology, fashion, and media impact in the luxury industry.