Australian Fashion Week 2024 has just wrapped up, leaving an undeniable mark on brands and industries alike.
Our feeds were flooded with Fashion Week content all throughout May, capturing the essence of #AFW.
Our friends at MVO delved into the numbers to see how many influencers and journalists were buzzing about the event, and to measure the impact of their content on the wider market.
Let's take a look at the reach, engagement and value the coverage received.
To note, the data is based on the online sites, TikTok and Instagram Posts, Reels, and Stories posted throughout May 2024 by MVO's list of tracked influencers and sites.
IG Posts and Reels
During the week, MVO reported on seeing a general +57% increase in Instagram Posts across Australian brands.
Pre Fashion Week (May 6th - 12th) was a +3% increase, during Fashion Week (May 13th - 19th) saw a +57% increase, and post Fashion Week (May 20th - 26th) there was a decrease of -27%.
The percentage increase or decrease is reported in the number of IG Posts generated mentioning Australian brands.
Instagram Stories
During Fashion Week MVO saw a general +112% increase in posting on IG Stories across Australian brands.
Pre Fashion Week (May 6th - 12th) was a -12% decrease, during Fashion Week (May 13th - 19th) saw a +112% increase, and post Fashion Week (May 20th - 26th) there was a decrease of -59%.
The percentage increase or decrease is reported in the number of IG Stories generated mentioning Australian brands.
Online and news sites
Data saw a general +21% increase in posting online across Australian brands for online and news sites.
Pre Fashion Week (May 6th - 12th) was a -5% decrease, during Fashion Week (May 13th - 19th) saw a +21% increase, and post Fashion Week (May 20th - 26th) there was a decrease of -7%.
The percentage increase or decrease is reported on the number of articles posted in May 2024 mentioning Australian Fashion Week by Australian sites and blogs.
TikTok
During Fashion Week MVO reported there was a general +41% increase in posting on TikTok across Australian brands.
Pre Fashion Week (May 6th - 12th) was a +6% increase, during Fashion Week (May 13th - 19th) there was a +41% increase, and post Fashion Week (May 20th - 26th) there was a -27% decrease.
The percentage increase or decrease is reported in the number of TikTok's generated mentioning Australian brands.
Keep an eye out for the next report – the influencers who drove Australian Fashion Week's $14.4M IG Stories PR value.
Header image credit: ©Esteban La Tessa
Images throughout: MVO
