At Milan Fashion Week, fashionistas could not help but be overwhelmed by the influence of the two most famous names in C-biz. If Duong Mich caused a media storm with the aura of a "superstar" at Prada's show, then Tieu Chien once again affirmed his position as a "luxury king" when he became the focus of Gucci.
According to a report from Jing Daily, the value that these two stars bring is not only measured by likes, but is measured by the MIV (Media Impact Value) index.
MIV (Media Impact Value) is a term developed by Launchmetrics (a global fashion data analysis company) called "Media Impact Value". This index converts all interactions, posts, and news related to a star into a cash figure (USD). It helps brands know exactly how much they have profited from the star's influence instead of having to spend traditional advertising budgets.
Based on actual data from Launchmetrics, Duong Mich's presence helped Prada earn more than 94.8 million USD in MIV value in the fashion week alone. In particular, a report from this unit shows that 94% of Prada's total media value comes from APAC (Asia - Pacific) regional representatives.
Yang Mi sitting in the front row with members of the junior group TOP (TF Entertainment) is a strategic calculation. Analysis from Lefty - a platform to measure celebrity influence - shows that this combination creates a "traffic synergy" effect: Yang Mi retains traditional upper-class customers, while young idols help the brand penetrate deeply into the Gen Z generation in China.
Meanwhile, a report from Paris Select and economic experts in China said that Xiao Zhan is a rare phenomenon capable of maintaining lasting heat.
In the entertainment industry, traffic (Traffic) refers to stars who have an extremely large fan community, ready to create huge waves of discussion on social networks as soon as they appear. From the attraction of artists, they will be able to turn fans' love into actual shopping.
Sales data after the show quoted by Jing Daily shows: immediately after Xiao Zhan wore Gucci's new designs, keywords related to that product immediately exploded on e-commerce platforms such as Tmall and JD. com. This is the "real power" that brands desire, not just beautiful images, but millions of USD flowing into fashion houses' pockets.
Golden triangle" of social networks: Weapons of Chinese stars
The influence of Chinese stars in Milan is maximized thanks to the domestic social network ecosystem: Weibo – Xiaohongshu – Douyin (Chinese Tiktok).
Data compiled from measurement units shows that Prada or Gucci livestreams featuring Duong Mich or Tieu Chien often reach tens of millions of views at the same time. This turns a fashion catwalk in Italy into a giant online shopping event, where audiences can both admire their idols and order luxury items with just a touch on their phone.
The fact that fashion houses give Yang Mi and Xiao Zhan the most special treatment is no longer a diplomatic favor story. It is a fair economic problem.
In the context of the luxury market showing signs of slowing down in the West, the connection that Chinese stars bring - according to Jing Daily's analysis - is the "lifebuoy" that helps corporations like LVMH or Kering maintain growth and position in the eyes of global consumers.
