1、Making Sense of SustainabilityA Data Analysis on Sustainability within the Fashion Industry for the CNMI by LaunchmetricsReport01What Sustainability Means to the Fashion industry1.1 Sustainability:More Conversations,Even More Resonance1.2 The Top Channels that Talk about SustainabilityRaising Awaren

2、ess on Sustainability2.1 Fashion Accounts for a third of Sustainable Conversations2.2 Awareness,Materials and Processes in the Sector2.3 Impactful Sustainable Campaigns in the Fashion Industry2.4 The Best Voices to Start the ConversationLooking at the Future3.1 The Sustainable Solutions of the Futur

3、e for a More Progressive IndustryMethodology020304INDEX1.What Sustainability Means to the Fashion industrySustainability is without a doubt one of the biggest issue confronting the fashion industry.The industry produces up to 10%of global carbon dioxide output and accounts for a fifth of the 300 Mil

4、lion tons of plastic produced globally each year 1-figures that cannot and are not disregarded by fashion houses,considering the urgency of the climate crisis the world is facing.When referring to sustainability for the industry,clothes are created and consumed in a sustained way while protecting bo

5、th the environment and those producing garments.1.1 Sustainability:More Conversations,Even More Resonance1.https:/ CO2 emissions,addressing overproduction,reducing pollution and waste,supporting biodiversity,and ensuring that garment workers are paid a fair wage and have safe working conditions,are

6、all crucial to the sustainability matrix and turning the industry in a more ethical one.The industry is one that is looking to make changes and were seeing a lot of fashion brands that are starting to take it seriously and talk about it.However,its really about acting on it and some have brands have

7、 started to completely shift their business model.Through Launchmetrics proprietary algorithm value,Media Impact Value,we looked into how much conversation sustainability has generated in the first of semester of 2021 vs the first semester of 2022,as well as how many placements the term generated ac

8、ross sectors,even beyond fashion.We note that,the MIV for sustainability grew by an impressive 54%during the first semester of 2022,compared to the first semester of 2021,accounting for$2B and$1.3B respectively.Alternatively,the number of placements,accounted for$1.7B during the first semester of 20

9、22 and$1.3B during the first semester of 2021.The MIV is therefore growing at a faster pace than the placement where the impact those placement have are more important than the actual number of placement the industry counts.Its fair to say that consumers are starting to make changes and so we see th

10、e engagement and MIV is being hypercharged by not only the industry,but the society.Content related to Sustainability-YoY(S1 2021 vs S1 2022)1.What Sustainability Means to the Fashion industryAs brands are looking to take part in the sustainability conversation and consumers looking for information,

11、some channels appear to be more trustworthy to the consumer than others.1.2 The top Channels that Talk about Sustainability2.McKinsey Sustainability Survey,October 2021Online is the top channel to talk about sustainability,due to the media Voice,that generated$429M in MIV in 2021.However,the most ef

12、fective platform at driving MIV is YouTube,with an average MIV of$2.6K per placement,and almost 70%of its MIV being driven by small accounts.Furthermore,21%of consumers refer to social media as a source of information to understand whether a brand is sustainable,this figure is even more significant

13、when it comes to consumers under the age of 35 who also rely on online reviews and influencers.2Prioritize Online for Reach,YouTube for EfficiencyMIV generated by ChannelsAverage MIV generated by Channels1.What Sustainability Means to the Fashion industry2.1 Fashion Accounts for a Third of Sustainab

14、le ConversationsDespite being a contributor to negative environmental impacts,the industry is conscious of its issue and has started to address the problem.Indeed,fashion accounted for$618M in MIV when it comes to sustainability during the first semester of 2022.This means that over 30%of overall su

15、stainability conversation is in regards to the fashion industry alone compared to other industries,just showing how much the industry is willing to change.However,there is a broader range of topics to consider when it comes to sustainability,such as ethical fashion,slow fashion,ethical sourcing,ethi

16、cal manufacturing,sustainable materials,recycling,upcycling,conscious fashion and more.And many brands are more hungry than before to make changes to find the solution that would work with their own business model.Accounting for$618M in MIV(S1 2022)%generated by overall sustainability conversations2

17、.Raising Awareness on Sustainability“SUSTAINABLE FASHION”$13.1M“SLOW FASHION”$4.4M“VINTAGE”$2.1M“SUSTAINABILITY”$9.0M“ETHICAL FASHION”$1.6M“RECYCLED”$4.7M“MATERIAL”$2.6M“VEGAN”$2.5M“LEATHER”$4.2M2.Raising Awareness on Sustainability2.2 Awareness,Materials and Processes in the sectorLooking at the ch

18、art,we understand that these terms related to sustainability are monopolizing conversations in the industry.Categorised in three different focus,awareness,materials and processes,this is what consumer are eager to explore,hear more about and look for in a brand.In the first semester of 2022,the term

19、 Sustainable fashion has generated$13.1M in Media Impact Value raising awareness around sustainability;the term Leather has generated$4.2M in Media Impact Value increasing consciousness around material used,and the term Recycled has generated$4.7M in Media Impact Value leading the way in combating w

20、aste issue in implementing new processes in the fight against climate change.The three topics have become almost a common practice lately by not only Ready-to-Wear brands but also Haute Couture houses-showing just how much can global awareness be taken as a first step towards a more sustainable chan

21、ge.2.3 Impactful Sustainable Campaigns in the Fashion IndustryLevis brand spring 2021 campaign“Buy Better,Wear Longer”is raising awareness and speaking to Levis responsibility on the environmental impacts of apparel production and consumption.The campaign encourages consumers to be more intentional

22、about their apparel choices.Featuring an inspiring group of celebrities and influencers,such as Jaden Smith,Xiye Bastida,Melati Wijsen,Xiuhtezcatl,Emma Chamberlain and Marcus Rashford MBE the global ad campaign fuses Levis longstanding commitment to making quality clothing that can last for generati

23、ons.The campaign generated$9.3M in MIV across 2136 placements.Interestingly,the share of Voice was almost equal between Owned Media and Influencers,accounting for 29.5%and 27.2%of the total MIV,and generating$2.7M and$2.5M in MIV respectively.The strong social media strategy the global campaign used

24、 generated an impressive$7.9M in MIV on Socials across Instagram,YouTube,Online,Facebook,Weibo,TikTok,Twitter,Gallery,Wechat and Xiaohongshu-unlike Online which generated$1.3M in MIV only in comparison.BUY BETTER,WEAR LONGER:LEVISin MIV$9.3M2.Raising Awareness on SustainabilityFor the latest Ganni X

25、 Levis collaboration revealed in August 2022,the brands have turned their focus to another key sustainability issue:the hugely polluting nature of dyes.The campaign stars Emma Chamberlain with friends and aims to make sustainability as accessible as possible to everyone.The collection has generated$

26、3.4M in MIV in almost three months after the launch across 675 placements,of which$2.9M came from Instagram only and accounted for 393 placements.The top placement came from Emma Chamberlains herself which generated$688K in MIV.The Influencer Voice accounted for 48%of the total MIV generated.Ganni a

27、nd Levis strategy to include the YouTube star as part of their campaign was to target and educate a younger generation of consumers in a ludic way that proved to be successful.in MIV$3.4M2.Raising Awareness on Sustainability2.3 Impactful Sustainable Campaigns in the Fashion IndustryGANNI X LEVIS2.4

28、The best Voices to Start the ConversationCelebrities are by far the most impactful Voices in driving MIV when it comes to sustainability.Their placement has the highest average MIV compared to other Voices.For instance,this year,the top sustainability placement is Shawn Mendes about his sustainable

29、collection in collaboration with Tommy Hilfiger,which drove$1.1M in MIV alone.Following celebrities,Influencers remain an important Voices in driving MIV around sustainability,All-Star influencers are responsible for generating 61%of MIV when it comes to raising awareness around sustainability,where

30、as celebrities placements are mainly related to promoting brands who talk about sustainability.49%of consumers place more trust in the opinion of an influencer than in the global brand marketing efforts.3,since younger consumers value transparency,honesty and authenticity for this reason,Influencers

31、 are a great Voice to leverage3.https:/ on Celebrities to reach efficiency,and Influencers to build trustAverage MIV generated by Voices2.Raising Awareness on Sustainability3.1 The Sustainable Solutions of the Future for a More Progressive IndustryAs our research has demonstrated,raising awareness o

32、n the importance of making more sustainable efforts is crucial.Brands now know that having consumers simply shopping for items labelled“sustainable”is not enough;They completely need to rethink their purchasing habits and the way they consume clothes.And this goes hand in hand with communicating the

33、 right message as a brand.As stated,sustainabilitys MIV in fashion grew by an impressive 54%in 2022,insinuating that the industry is willing to change,where brands have the actual power to develop new business models and make progress.As the industry will continue to grow over the next decade,it wil

34、l also come with new solutions that will fuel its growth-solutions that will be associated with bio-based materials,new business models and strategies that wont most likely come at any cost.One way to look at the future is for brands to disclose their lobbying efforts,use their influence to affect p

35、ositive change while implementing a business system that is regenerative.3.Looking at the FutureKey takeawaysConsumers care and are engaged in the conversationBrands who focus on sustainability are seeing positive results from their community Lean on Influencers to build trust around sustainability

36、while leveraging celebrities to raise awarenessKeep a pulse on topics that consumers care about the most,join the conversation,and provide education1524Video-first social media platforms drive stronger engagement3MEDIA IMPACT VALUE(MIV*):Launchmetrics proprietary Machine Learning algorithm provides

37、brands with a unified currency to measure the value of all marketing activities across Voices,Channels,and Markets by assigning a monetary amount to every post,interaction,and article.Finely tuned to specificities of Fashion,Luxury,and Beauty,the algorithm was trained on actual media rates and 5+yea

38、rs of FLB specific campaign data.It analyzes more than 100 quantitative and qualitative attributes including audience engagement,industry relevance,source authority,and content quality,to create a highly accurate method of measurement.MIV offers a unified way to calculate how brand equity is being c

39、reated and which strategies create the most ROI.VOICES:Launchmetrics Voice-Centric approach highlights the Voices creating value today to provide a holistic view of marketing performance and cross-compare the impact various activities have on the customer lifecycle.From Media,Celebrities,Creators,Pa

40、rtners and Owned Media,this methodology gives brands a unique framework to understand the ROI of these activities as well as the Voices that influence the customer buying journey from awareness and consideration to conversion and retention.ENGAGEMENT:sum of the likes,comments,retweets and shares.ENG

41、AGEMENT RATE:is only applied on social media and is calculated based on reach and engagement.*MIV metrics in this report refer to data pulled from multiple platforms from 01/01/2021 10/10/2022.EXPRESSIONS COMMUNESMIV$Media Impact ValuePLACEMENTS/PL Number of online media articles,blog posts or socia

42、l network posts which mention the brand M Million K Thousand AVERAGE$MIV-Average MIV per placement for a specific subset of data,allowing us to measure the average quality of a channelAVG ENG.RATE%Average Engagement Rate in%:the percentage of subscribers engaged in a certain post,averaged across multiple posts of a channel.FLB Fashion,Luxury&BeautyINFLUENCER TIERS:Micro Influencers(10K 100K)Mid-Tier Influencers(100K 500K)Mega Influencers(500K 2M)All-Star Influencers(+2M)Methodologie&G