Chatty Celebrities Are a Boon for Brands.

Overall, Chanel, Gucci and Versacegenerated the most media value onthe night, whether the celebrities werepromoting their outfits with words,or pictures. BUSINESS * A new WeArisma report shows that when celebritiestalk about the brands they're wearing, rates of engagementand media value rocket LONDON -- What's in a name? Meanwhile, a single fan account forthe star produced 43 pieces of content,generating an overall engagement rate of14.2 percent, a media value of $59,800 anda bumper night for the Fendi brand. [Extracted from the article]

Copyright of WWD: Women's Wear Daily is the property of Penske Business Media, LLC and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)