BTS Jimin's Dior fashion show appearance generated $16.7 million worth of engagement
BTS member Jimin is quickly showing Dior that he is a worthy investment as the pop superstar's mere attendance in a fashion show has generated million-dollar engagement for the fashion house.
Vogue Business reports that Jimin's attendance at the Dior show at Paris Fashion Week has resulted in $16.7 million in EMV, or earned media value. Based on current exchange rates, Jimin delivered P910,525,750 worth of EMV.
The number comes from Lefty, an influencer and analytics firm. The publication quotes Lefty brand analyst Hugo Ramos as saying that Jimin's attendance at Dior “a huge success,” and also brings up Lefty data that shows Instagram engagement for BTS stands at 4.62 percent, far higher than the 2 to 2.5 percent that is the average for most celebrities. As of this writing, Jimin's Instagram post for Paris Fashion Week has 8,804,805 likes. Comments on his Instagram account are limited, the same as the six other members of BTS.
Since the rise of social media apps like Instagram, influencers on these platforms have also become integral parts of a fashion house's marketing and promotional plans.
For instance, last year's Paris Couture Week saw international fashion and style icon Heart Evangelista deliver $1.4 million or P76,331,500 based on current exchange rates, worth of Media Impact Value (MIV). The data was collected by data and technology company Launchmetrics.
In April last year, Launchmetrics also named Heart one of the top 10 faces that “drove the highest Media Impact Value” in the previous season, specifically for New York and Paris Fashion Week.
For New York Fashion Week, Launchmetrics said Heart brought in $429,000 or P23,400,877 worth of MIV to New York Fashion Week. Meanwhile, her Paris Fashion Week posts brought in $1.5 million or P81,810,750 based on current exchange rates.
MEANWHILE, CHECK OUT OTHER ASIAN STARS SPOTTED IN FASHION IN THE GALLERY BELOW.
