The Italian fashion capital took home the first win of the new decade.
MILAN — In the perpetual race for most buzzed fashion week among London, Milan and Paris, the Italian fashion capital takes the first win of the new decade home, at least according to DMR Group.
Analyzing more than 4,500 newspapers and magazines, 100,000 web sites and 20,000 social accounts, DMR registered that 60.3 percent of the total earned media value was generated during Milan Fashion Week, followed by Paris and London Fashion Weeks. This translated into an estimated value of more than 28 million euros generated by the Milan shows.
Yet every fashion week had its preferred channel of reach. For example, in Milan, print coverage was key as it accounted for almost 46 percent of the total earned media value, generating an estimated value of almost 13 million euros.
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