ga in Dior during the opening ceremony of the Paris Olympics. Getty Images
PARIS — If the Summer Games in Paris were dubbed “the fashion Olympics,” Dior was the gold medal winner, according to a report from Launchmetrics measuring media impact value (MIV) during the event.
The brand garnered $53 million in MIV throughout the games, with much of it generated by Celine Dion and Lady Gaga wearing the LVMH Moët Hennessy Louis Vuitton-owned brand during the opening ceremony.
Dion’s appearance garnered $20.5 million in MIV alone, while Gaga’s custom gown from the house brought in $13.7 million. French singer Yseult’s closing ceremony Dior suit and hat added another $1.8 million to the brand’s two-week tally.
LVMH’s premium partnership with the Olympics raised the bar for fashion brands, as well as the profile of its own houses. The strategic positioning of its brands in varied settings proved to be a winning play, with six of its labels sticking the landing in the top 20 fashion, lifestyle and beauty brands as measured by MIV during the Paris Olympics.
For example, the conglomerate’s Berluti designed Team France’s opening ceremony uniforms, which garnered acres of traditional TV and newspaper coverage, generating $3.6 million in MIV.
LVMH’s Sephora also made the list, demonstrating the strategic and experiential marketing of its brands by installing pop-up beauty stations around event venues and bringing in $2.9 million in MIV.
MIV is Launchmetrics’ proprietary measurement formula which quantifies audience engagement, industry relevance, source authority and content quality.
The Olympics’ overall media impact totaled nearly $13 billion, with fashion brands taking most of the top spots. Athletes played a key role in driving performance for brands.
