2024 Paris Haute Couture Week

This summer, I joined Sprinklr’s Summer Internship program. During my time as part of their Business Value Group, I focused on gaining a comprehensive understanding of Sprinklr's product suite while exploring applications across key business verticals and major events taking place during my internship.  

Anticipating the upcoming Paris Haute Couture week, I initiated a collaborative effort with my team to investigate the potential utility of Sprinklr Insights in analyzing this high-profile industry event. Here’s what I learned.

Paris Haute Couture Week took place in Paris from June 24 to June 27, 2024, with the Vogue World show starting off the week June 23rd, 2024. During this week, 23 designers showcased their unique designs and created unforgettable experiences. We chose to examine 9 designers' content strategy on Instagram: Schiaparelli, Iris van Herpen, Christian Dior, Rahul Mishra, Thom Browne, Chanel, Balenciaga, Ashi Studio, and Robert Wun.  

With Sprinklr Insights, we gathered actionable insights around these 9 designers and used Sprinklr AI to augment our analysis off 2.9M+ engagements driven from their cumulated 130 million followers, highlighting the week’s top trends and highlights all in one unified platform.

Top Insights from Paris Haute Couture

Using Sprinklr’s Benchmarking solution, we compared the 9 designers’ content strategies and engagements (like, comments, shares) achieved from June 24 to June 27, 2024. 

The chart below ranks the selected designers by average engagement per post, highlighting engagement trends from their fan base. With 62.14K average engagements per post across all brands, Robert Wun led the way with 220.06K as the brand that drove the most avg. engagements, followed by Schiaparelli with 79.27K. 

Photos generated the highest engagement per post (77.06K), significantly outperforming videos and carousel posts (44.44K and 29.37K, respectively). 

Designers made sure to utilize hashtags by encouraging their users to post using their hashtag, reaching a larger audience and gaining more attention. According to our analysis, #DiorCouture and #StarsinDior were the most popular, with #DiorCouture alone garnering over 2.6 million engagements.

Source: Sprinklr’s Modern Research

1. Vogue World Show

Vogue World Show kicked off the week, featuring sports like cycling and fencing alongside French fashion from every decade since 1924. This show featured many well-known figures, including Sabrina Carpenter, Gigi and Bella Hadid, Bad Bunny, Emma Chamberlain, and many more. 

Some of the night’s most viral moments included Alex Consani, model on the rise, strutting down Vogue World alongside other models, which turned into a viral Reel by @voguemagazine driving over 106K engagements and 2.3 million views. Meanwhile, the Reel showing @sabrinacarpenter on #VogueWorld’s runway in @Jacquemus led to 11.8 million views and 453K engagements, topped by @Teyanataylor’s performance Reel which drove 474K engagements and 14.1M views. 

This show and the viral content that came out of this magical evening set a high bar for the week's content. 

Alex Consani – https://www.instagram.com/reel/C8pQy4duPDI/?igsh=MTRtNDA4MnduejcybQ== 

Sabrina Carpenter – https://www.instagram.com/reel/C8kiWwQJN8i/?igsh=aXo4NTAyd3M5b2c0

Teyana Taylor - https://www.instagram.com/reel/C8kul7QslSf/?igsh=NG40bWV4d3RraXZ0 

2. 10 Years of Robert Wun in one post

To celebrate his brand’s 10th anniversary, Robert Wun decided to showcase pieces that tell a story about the passage of time and reiterate the clarity of impermanence. Wun posted on his account ONCE during this week, featuring some of the most iconic looks from his show. Wun highlighted the performance art of his pieces, telling a story with his collection and enhancing it through the music, lighting, and staging. 

Through this collection, Wun was able to show the passage of time through the four seasons and emphasize that it is natural for moments, good and bad, to come to an end. 

Leveraging Sprinklr Insights’ competitive insights, we found that this one carousel post by Robert Wun, featuring 6 moments from his show, drove the highest engagement rate out of every other brand. 

https://www.instagram.com/p/C8zizDzN1n7/?hl=en&img_index=1

Runway Reel - https://www.instagram.com/reel/C92yhvMhm87/?igsh=YWFlNWFzeGVmYWZ3

To benchmark content performance based on publicly available data, we created a Custom Metric using follower count as a publicly available benchmark, to derive a follower-based engagement rate. Based on this methodology, Robert Wun had the highest avg. engagement rate of 33.88%, vs. Schiaparelli’s 2.91%, highlighting how engaged his audience is. With over 180k people engaging with his post in only a couple of days, the theme of time resonated well with his audience.  

3. Christian Dior and their #StarsinDior

Sooyaaa - https://www.instagram.com/reel/C8pGVyTI2vg/?igsh=cW81eWd2MHJndXlh 

Christian Dior has been one of the most active brands this fashion week, with 49 published messages and over 2.2 million engagements on Instagram alone. A lot of this success is due to Dior’s global ambassador Sooyaaa along with ambassadors Mile Phakphum and Xin Liu. Sooyaaa, a member of Blackpink, has been the main attraction for Dior, coming to the show in a dress made by Maria Grazia Chiuri. With Sooyaaa, we can see that Thai singer Mile Phakphum and Chinese singer Xin Liu grabbed many people’s attention, with over 300K total engagements per post. With Sprinklr Insights, one can analyze the most impactful posts using hashtags #DiorCouture and #StarsinDior. Through these insights we can find Dior’s other ambassadors, like Jennifer Lopez, Doja Cat, and Rosamund Pike. With hashtags #DiorCouture and #StarsinDior trending the most throughout this week, it’s safe to say these influencers have brought a lot of attention to the designer and their show. 

Xin Liu – https://www.instagram.com/p/C8oHG_oNbzA/?igsh=MTA4dmwydG16OXA5NQ== 

4. Balenciaga’s hand painted looks

Balenciaga's 53rd Haute Couture collection was a testament to the brand's enduring legacy and innovative approach to fashion. This year, Balenciaga introduced unique pieces crafted from unconventional materials such as scuba satin, aluminum, and bolivar in standout looks. In particular, looks 15 and 17 truly captivated the audience’s attention. 

@Balenciaga’s content strategy focused on confident and informative posts that highlighted the detailed creative process. 

Abdelhak Benallou spent over 140 hours hand painting the t-shirt and hoodie with Balenciaga models featured on both garments. Using traditional oil painting techniques, Benallou was able to create a realistic image on both garments with intricate details. 

This video not only demonstrated the meticulous effort involved, but also reinforced Balenciaga's focus on innovation and quality. 

Looks 15 & 17 - https://www.instagram.com/reel/C8r8AjUCG-0/?hl=en

Balenciaga embraced the trend of longer video formats on Instagram Reels with their Reel post showcasing their 53rd Couture Collection: 

Balenciaga Show - https://www.instagram.com/reel/C8rxoj3vQbw/?igsh=cnRub2dmOTY1ZGd0

This strategic move resulted in over 23 million views and 186K engagements (likes, comments, and shares). By overlaying the video content with a meditation class as the audio, Balenciaga creatively engaged multiple senses, demonstrating how creativity can enhance and stimulate the Instagram audience in multifaceted ways.

Paris Haute Couture Week 2024 showcased the innovative and artistic prowess of the world’s top designers. From the high engagement strategies of Robert Wun and Christian Dior to the meticulous hand-painted pieces by Balenciaga, this week was a testament to the power of creative content and thoughtful engagement on social media. By leveraging tools like Sprinklr Insights, brands were able to analyze and amplify their impact, connecting with millions of followers in meaningful ways. As we look forward to the next fashion season, these insights remind us that behind every beautiful garment is a story waiting to be told, and Modern Channels like Instagram remains the perfect platform to share it.

How Sprinklr helps you discover your brand’s most “engaging moments”

Sprinklr’s Unified Customer Experience Management (Unified-CXM) platform enables global leaders in fashion and beauty to:

• Listen to emerging trends while keeping a pulse on the share of voice and sentiment
• Learn and benchmark competitors, models, and guest influencers, to understand their impact on brand perception and adjust content strategy in real time
• Identify purchase intents with Sprinklr AI and engage with customers to drive conversion and boost revenue from modern channels
• Manage potential risks and protect brand reputation

A independent analysis from Forrester found that Sprinklr Social delivered a three-year, risk-adjusted ROI of 327% for a composite organization representative of interviewed customers.

“We created the category for enterprise social media management and have been the leader for more than a decade,” said Sprinklr Founder and Co-CEO, Ragy Thomas. “Many of the world’s largest enterprises trust Sprinklr Social for its in-depth listening, extensive channel coverage, and enterprise-grade configurability. With industry-defining AI, Sprinklr Social is a truly all-in-one social media solution helping our customers create great customer experiences on social, no matter the scale.”

The world’s largest organizations use Sprinklr to drive revenue, reduce costs, and mitigate risks across modern channels while bringing their teams together to unify customer experiences. Brands rely on Sprinklr and leverage our value framework to maximize their investment in Unified-CXM technology and ROI.

To read the full study or request a demo visit here

About Sprinklr

Sprinklr is a leading enterprise software company for all customer-facing functions. With advanced AI, Sprinklr's unified customer experience management (Unified-CXM) platform helps companies deliver human experiences to every customer, every time, across any modern channel. Headquartered in New York City with employees around the world, Sprinklr works with more than 1,700 valuable enterprises — global brands like Microsoft, P&G, Samsung, and more than 60% of the Fortune 100. Sprinklr’s value to the enterprise is simple: We un-silo teams to make customers happier.

Photo credit: Hippolyte Petit