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Tag: Launchmetrics

Launchmetrics Acquires Style Coalition

7th November 2017

The acquisition is part of a strategy for Launchmetrics to become a one-stop shop for brands and influencers to track the digital reach of campaigns.

Sector: Retail, Technology

NEW YORK, United States — Launchmetrics, the technology and data analytics provider created from a 2016 merger between technology tracker tool Fashion GPS and marketing software Augure, has acquired influencer management platform Style Coalition for an undisclosed amount. The acquisition plays into Launchmetrics' end goal of serving as a one-stop shop for brands and fashion agencies that want to better understand their ROI when working with editors and influencers alike. Launchmetrics' current services include sample trafficking, event management, PR management, contact database management and a digital showroom tool. In May this year, the company bought Visual Box, a media monitoring and intelligence company. While Launchmetrics' marketing software measures the impact of influencer campaigns, Style Coalition adds an additional layer by connecting brands with influencers to create such campaigns. The idea is that, through Launchmetrics' extensive suite of services, brands can more holistically understand the impact of all of their marketing efforts, from Instagram Stories to digital banner advertising. “We now have tools for the PR side — events and samples — tools for the media and strategic teams, and tools for the social and influencer side, allowing us to manage all types of campaigns for our customers,” Michael Jais, chief executive of Launchmetrics, told BoF. “Influencers may work for some types of channels and audiences, but they need to be combined with other types of campaigns to be effective." Other than affiliate links, which are trackable shopping links that pay a commission to an influencer each time a shopper buys something through said link, there is no direct way for brands to track whether influencers are actually responsible for sales. By tracking the step-by-step trajectory of a product — from the time a sample leaves a studio until it appears in an influencer Instagram campaign — Launchmetrics will aim to shed a light on this. Launchmetrics currently monitors over 500,000 websites and 100,000 influencers and has over 1,000 brands internationally signed up to its service. The company is predicted to post revenues of $25 million in 2017. Source

Launchmetrics Acquires Visual Box, Launches Platform

31st May 2017

The company has launched a public relations and influencer monitoring tool dubbed Discover.

Sector: Retail, Technology

CANNES, France — Looking to offer fashion, luxury and cosmetic brands a 360-degree view on their investments in both digital and traditional print communication, Launchmetrics has acquired Visual Box and launched a new product, dubbed Discover. Billed as the first one-stop tool for measuring print, online and social, the new platform is geared at allowing brands to monitor the impact of campaigns and events as well as garner key insights into their cross-channel performance in the media and with influencers. Discover marks the first launch for Launchmetrics since the company’s creation in January 2016 when Fashion GPS, a technology provider for the fashion industry, merged with influencer marketing specialist Augure. The company, which has also appointed Paolo Valota senior vice president, monitoring, is based in New York and counts 1,700 clients spanning 70 countries, including Dior, Fendi and Levi’s. Founded in Italy in 2000, Visual Box, meanwhile, is billed as being a leader in international fashion beauty and lifestyle media monitoring and analysis services, with a fully searchable fashion media database spanning editorial coverage and advertising data. The platform monitors over 1,800 titles – from daily newspapers to niche bi-annual books – with around 5,000 pages analyzed daily. “Our aim is to offer brands, in one tool, the ability to measure the value of each medium,” Michael Jais, chief executive officer of Launchmetrics, told WWD in an interview in Cannes. “This acquisition will allow us to bring the market a way to really evaluate the return on investment of a campaign. Today it’s really difficult to benchmark the value of a ‘like’ or of an article in a title like Vogue, say, for a brand.” Jais was in town to meet with city officials to discuss the launch of a fund for fashion-tech start-ups planned for June. “The idea is to create a kind of ecosystem for start-ups dedicated to fashion-tech luxury in Cannes, like for Silicon Valley but for fashion and luxury,” said the executive who also revealed that Cannes is planning to open a university “that can also host a lot of programs” dedicated to the subject, due to open in around 2019. “There will be the incubation program, and investment fund, and also an academic program. It will be a joint program between the city of Cannes and a group of individuals, including myself,” he added. Jais declined to disclose the terms of the Visual Box acquisition, but said it will give Launchmetrics access to 12 years of data linked to how brands interact with print. The company is actively looking to make further acquisitions in order to grow revenues from the current 25 million euros, or $27.9 million at average exchange rates, to 100 million euros, or $111.8 million, by 2021, he said. The plan, he added, is to invest in two directions: in the services area, “to help improve the user experience in terms of helping customers better understand the data,” and in data itself. Launchmetrics currently monitors 100,000 influencers, and 1.7 million websites worldwide, has “a lot of data on the brands,” including monitoring “everything that is published by 20,000 brands in the world,” as well as “a lot of data” linked to “the interaction between influencers and the brands,” said Jais. “But to really take it to the next level, we need to invest in technology around image recognition and product classification.” He also revealed plans to bring in retail data and integrate data “related to the entire value chain of the fashion luxury business.” On average the return on investment for brands using all of Launchmetrics’ tools, he said, is around 80 percent, “meaning it improves the efficiency of their launch by 80 percent.” The company currently offers six tools covering areas including sample, content, and event management. The firm’s revenue is partly generated through subscriptions, according to Jais. Customers pay anywhere from $200 to $50,000 per month, he said, with a current total of around 900 customers. Jais also shared insights gleaned from recent analytics campaigns carried out for brands. “For example, at the shows, the real celebrities are the models. The reach that is driven by the models when they publish anything on Instagram is at least 10 times superior to the reach of the celebrities watching the runway,” he said. “It shows that the audience is really there to see the product, which is good news. It also shows that people are interested in what is behind the scenes, and the models are the only ones to get access behind the scenes. Five percent of guests invited to the show make up 90 percent of the global reach of a show, and they are mainly bloggers and two or three celebrities.” Source

Special Fashion Week Content Delivered Through Google Search

17th February 2017

Sector: Retail

When users search "Fashion Week," designer - supplied content, street style and party photos will appear.
For the second season in a row, Google is getting friendlier with fashion week, but the focus this time is more on content and less on commerce.

This season, designers and brands including Louis Vuitton, Gucci, Burberry, Marc Jacobs, Calvin Klein and others have signed on to post fashion week content directly to Google Search during fashion shows in New York, London, Milan and Paris.

In a feature that was piloted during New York Fashion Week last season, designers will share information before, during and after the shows. Marc Jacobs, Carolina Herrera and Proenza Schouler have already started sharing content.

Google is scrapping any shoppable elements in the Search feature to focus on what it found to be the most useful tools. This go around, the search giant has added a partnership with Launchmetrics and GPS Radar to show runway photos in real-time. Additional fashion week content — which appears when users type “Fashion Week” or a related topic into Google Search — includes street style and party photos from photo agency BFA.

In September, Google unveiled the first iteration of this feature, for which it commissioned former Maxim editor Kate Lanphear to act as consultant. Lanphear also worked on the project this season.

The first season that Google introduced this product, it linked with RewardStyle to share influencer street style posts that are normally only seen within apps such as Instagram, Pinterest and Snapchat.

This type of search feature, in which Google builds special search results tied to an event, has previously been used with the Olympics, Coachella, the Oscars and more.

Google also partnered with H&M Group’s Fashion Tech Lab, and its digital fashion house Ivyrevel, to create what it’s calling a “Data Dress.” The dress is a personalized dress based on a user’s “context signals,” using a special Android app that is being tested by style influencers during fashion week.

The app uses technology that monitors the user’s daily activity and lifestyle with their permission, including location, weather and more, for a week. The algorithm then creates a “digitally tailored” dress design that the user can purchase. The custom dresses will likely start at $99.