82 409
Fashion Jobs
MICHAEL KORS
PT Sales Supervisor, Walt Whitman Shops Huntington Station NY 11746
Permanent · HUNTINGTON
JCREW
Associate Manager
Permanent · CHARLOTTE
RAG & BONE
Account Executive
Permanent · NEW YORK
RAG & BONE
Senior Coordinator, Retail Marketing
Permanent · NEW YORK
MACY'S
Manager, Asset Protection
Permanent · FRIENDSWOOD
MACY'S
Asset Protection Detective, Southlake Mall - Part Time
Permanent · CLAYTON
MACY'S
Asset Protection Detective - Multi-Store, South Shore Plaza - Full Time
Permanent · BRAINTREE
MACY'S
Asset Protection Lead Detective - Multi-Store, South Shore Plaza - Full Time
Permanent · BRAINTREE
MACY'S
Manager, Asset Protection - Multi-Store
Permanent · FAIRVIEW HEIGHTS
STAND OUT FOR GOOD
Brand Rep
Permanent · LEAWOOD
RALPH LAUREN
Associate Manager
Permanent · TEXAS CITY
RALPH LAUREN
Associate Manager
Permanent · LEEDS
RALPH LAUREN
General Manager
Permanent · ALBERTVILLE
RALPH LAUREN
General Manager
Permanent · WOODSTOCK
QVC
Area Manager- Fulfillment Center, Nights
Permanent · SUFFOLK
QURATE RETAIL GROUP
Area Manager- Fulfillment Center, Days
Permanent · FLORENCE
LEE
PT Keyholder, Ellenton, FL
Permanent · ELLENTON
SUPRO CONSULTING
Area Sales Manager - on Roll - Opening
Permanent · SALEM
URBN
Anthropologie Design Director
Permanent · PHILADELPHIA
SACK OFF 5TH
Merchandise Planner, Women’s Core/Trend/pl Shoes
Permanent · NEW YORK
HUGO BOSS
Employee Relations Specialist
Permanent · DALLAS
AMERICAN EAGLE OUTFITTERS
ae - Merchandise Leader (Part-Time) - us
Permanent · EDINBURGH
Translated by
Barbara Santamaria
Published
Feb 21, 2020
Reading time
2 minutes
Download
Download the article
Print
Text size

Dua Lipa x Pepe Jeans, a €6m+ collaboration

Translated by
Barbara Santamaria
Published
Feb 21, 2020

When Pepe Jeans announced pop artist Dua Lipa as its new brand ambassador in early 2019, it made no secret that it was a strategic move. “The partnership marks a new milestone for the Pepe Jeans brand as we look to consolidate the brand presence in Europe and seek strategic growth in new markets,” said Mark Blenkinsop, former Pepe Jeans CMO. One year on, data analytics provider Launchmetrics evaluated the success of this long-term partnership between the British music star and the brand founded in 1973 in London. According to the company, the collaboration generated €6.8 million in media impact value across social and online channels.


This photo generated 818,226 euros in MIV - Launchmetrics


According to Launchmetrics' proprietary algorithm, the brand’s own channels generated 26.5% of the total media impact value, falling behind 'media', which accounted for 27.4%. The brand could have seen higher gains in celebrity value, if Dua Lipa had not deleted all her Instagram photos at the end of the year, including all posts for Pepe Jeans. She later explained that this was a marketing move linked to the release of her new single, but it may have cost Pepe Jeans big in terms of media impact value, Launchmetrics said.

Online media, responsible for creating the greatest value for the brand, also had an impact, especially globally, thanks to Dua Lipa’s worldwide appeal. While the Daily Mail generated a media impact value of €110,441, Inquisitr resulted in €83,608, followed by Harper’s Bazaar Spain with €70,311. Among the online articles with the greatest impact were stories published by Vogue Brazil, which generated €36,557; the Daily Mail, with €33,964; and Cosmopolitan Italy, with €32,662. Print media was not included in the analysis.


The main accounts on social media - Launchmetrics


Instagram was the highest performing social media platform, with celebrities and influencers generating 44.3% of the total impact. Despite deleting her Instagram account, Dua Lipa led the list of voices. A photo shared by the music star to celebrate her collaboration with Pepe Jeans generated €818,226 in media impact value. Spanish influencers María Iliaki and María Pombo were also influential, sharing photos that generated €157,817 and €153,067, respectively. While Pepe Jeans’ own account had the greatest impact, Dua Lipa had the highest engagement rate, demonstrating her ability to interact with her community.

In terms of countries, the UK accounted for 47.4% of the media impact value, generating €3.1 million, followed by Spain (€1.4 million), Italy (€310,602), Germany (€297,242) and Greece (€251,154).

Copyright © 2024 FashionNetwork.com All rights reserved.