The Caro Daur Effect
Measuring the impact of one of fashion’s most influential it-girls
She’s been named the No.1 fashion influencer in the world by Forbes, is the subject of Harvard case studies, and more than 16 million loyal followers from around the world track her every move on social media. After taking over as CEO and president of The Blonde Salad in 2017, Chiara Ferragni announced last week her new role as CEO of the Chiara Ferragni collection. Launched in 2013 as a footwear line, Ferragni’s namesake label is now available in over 300 stores, globally.
The Italy-native has, without a doubt, earned her place in the Olympus of the multimillion-dollar fashion influencer business. Therefore, in collaboration with Launchmetrics, we decided to delve deeper into the data behind Ferragni’s booming success.
When Milan Fashion Week was over, we produced a report on Ferragni’s economic impact on MFW brands and fashion shopping trends. By analyzing her Instagram profile during MFW Fall/Winter 19/20, Launchmetrics data analysts calculated the Media Impact Value™ (MIV™) of the six sponsored posts created by Chiara; while Stylight’s data team analyzed the purchasing trends of her 12 million monthly users, highlighting the changes in research, clicks and sales of specific garments and brands following the posts published by Chiara.
The result? The Media Impact Value™ of the six Instagram posts analyzed is $2.5M. Discover the others below.
Alberta Ferretti dressed the bridesmaids of the wedding of Chiara and her husband Fedez. We saw Chiara wearing Alberta Ferretti’s clothes several times (her first red carpet in Venice, the iconic Alitalia sweater, the metallic dress of the MFW in September…), a sign of a close relationship with the designer. In this MFW, Chiara’s outfit at the Milanese fashion show led to a media boom: according to Launchmetrics, the MIV™ of Chiara’s post on the brand was $493K (the highest of those analyzed), while on Stylight in the days following the show we saw a 30% increase in similar jumpsuit searches, along with an increase of over 50% in clicks on Alberta Ferretti products.
It was a nostalgic fashion show on February 21: only two days before, the death of Fendi’s head of women’s wear, Karl Lagerfeld, had indissolubly marked the world of fashion. Launchmetrics calculated a MIV™ of $372K for Chiara #SuppliedByFendi’s post, while on Stylight in Italy the search for “Fendi boots” saw an increase of +21% compared to the previous week. In Germany, Stylight recorded twice as many searches as the average for “Fendi”. The mini-Peekaboo in yellow? The extra touch (let’s not forget that yellow is one of the colours of spring 2019 and Chiara chose it for her bag and boots).
Chiara Ferragni in Alberta Ferretti – MFW FW 19/20
Chiara Ferragni in Fendi – MFW FW 19/20
Chiara Ferragni in Prada – MFW FW 19/20
Many remember the Prada cocktail dress that Chiara wore at her wedding rehearsal dinner in September 2018. There were 1.5 million social interactions around that dress, with an MIV™ of $1.8 million (Launchmetrics). At the MFW in February 2019, the Bonton outfit created by the Milanese fashion house was one of the most-loved by the fashion world: on Stylight – compared to the week before Chiara’s posts – clicks on Prada products grew by more than 50%. But it’s the headband that has seen the greatest impact: +200% is the growth recorded on Stylight for clicks on similar headbands.
The Media Impact Value™ generated by the audience on the two #SuppliedByPrada posts? $475K for this on the side, to be added to the $416K of the second post published with the same outfit. We’re getting close to one million dollars.
The Italian brand began a collaboration with Chiara a few months ago, with the aim of “strengthening the expansion project in the Chinese and American markets“. Following the sponsored post published by Chiara during the MFW, Stylight saw a net increase (+300%!) in traffic on the brand page, while the Media Impact Value™ calculated by Launchmetrics is $383K. An extra note? The white stiletto boots are one of the must-have this spring.
For more information on the Launchmetrics MIV™ algorithm, please refer to this page. Stylight data is produced by analyzing the purchasing behaviours of the platform’s more than 12 million global monthly users, cross-referencing their searches, clicks, sales, and revenue generated for our partners; along with the most visited editorial content and peaks of interest highlighted by Google Trends.
Stylight is the world’s leading online search platform for Fashion, Beauty and Design. We help users search through more than 1.300 online shops at once, and compare the prices of more than 27 million products, across 16 different markets worldwide.