How Alexander Wang tracked the success of it's SS17 show

Alexander Wang & Launchmetrics

Alexander Wang is a fashion brand founded in 2005 in New York. Currently, Alexander Wang’s collections are sold to over 700 stores worldwide. The designer was the winner ot the CFDA/Vogue Fashion Fund in 2008 and, in 2009, he was announced as the winner of the CFDA’s Swarovski Womenswear Designer of the Year Award.

Alexander Wang’s Challenge

The team at Alexander Wang was juggling two major events at once. For the SS17 Fashion Week season, the brand was organizing a runway show and after party. At the same time, the brand was also working on a collaboration with Adidas Originals, with these new products to be sold from trucks on the streets of New York and other cities. These events were set to have over 1,200 guests and the brand’s team needed to understand how invitee and non-invitee influencers activated their target consumer audience, as well as understand how they may have amplified the brand’s message and generated hype around the new collection launch.

The Solution

Alexander Wang teamed up with Launchmetrics to create an in-depth analysis about the impact of their show and party. The data insights collected allowed the Alexander Wang team to quantify the ROI of their press and social media efforts, gain visibility on the different types of audiences the influencers reached, identify which influencers had the highest levels of engagement and benchmark the results against other Fashion week shows.

The Result

• The team gained platform specific insights, with instagram generating 90+% of the product launch’s global reach and 99% of the echo around the show
• The team could track 1400 relevant articles that were published the week following the show
• The brand could analyze the impact of VIPs that created awareness and influenced buying decisions

“The most effective VIPs during the Alexander Wang event were Kylie Jenner, Madonna and Tyga.”