Dior Tops The Charts For Style Week Instagram Engagement

The brand received the most likes and mentions by influencers and celebrities.

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Dior achieved $3.7 million (£2.8m) in earned media value through Instagram mentions and engagement during the spring/summer 2019 fashion shows, making it the most successful of all the brands who presented collections, as reported by .

, Dior, designed by Maria Grazia Chiuri, attracted over seven million likes and 1,260 mentions by influencers with more than 15,000 followers. It received the most engagement from Italy (15%), the US (11%) and Brazil (10.8%).

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The figures were taken directly from Instagram and analysed by InfluencerDB, a marketing software company that tracks the best-performing brands and influencer marketing campaigns on the social media platform. Overall earned media value was based on tagged posts communicated by influencers, celebrities and notable personalities.

An analysis of the individual fashion weeks was also undertaken and showed that, in Manchester earned the most media value at $1.2 million, with one million likes and 375 mentions for his first collection as chief creative officer for Burberry.

Dior SS19 PFW
ImaxtreeAlessandro Lucioni

In Milan, Jeremy Scott for came out on top through his Instagram @itsjeremyscott. The account received $1.7 million in earned media value and had 1.6 million likes, along with 254 mentions by influencers with more than 15,000 followers. 36.7% of his engagement came from the US.

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In New York, Brandon Maxwell had 1.6 million likes and 285 mentions by influencers with more than 15,000 followers, amounting to $1.3 million in earned media value.

Dior SS19 PFW
ImaxtreeAlessandro Lucioni

Other notable mentions include Versace, , which made $1.34 million in media value; Chanel, whose received 2.5 million likes and made $1 million; and Off-White, designed by Virgil Abloh and teamed with Nike, which received 6 million likes and 521 mentions, equating to $1.4 million in earned media value. Despite showing its ready-to-wear collection in Paris, Off-White received the most engagement from the US (34.8% compared to 4.7% in Paris).

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