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"Even Ralph Lauren’s more traditional fashion shows over the past few seasons have offered a boost, spurring significant spikes in earned media value (EMV) during its February 2016, September 2016 and February 2017 shows, generating $4.6 million (36 percent of the month’s overall EMV), $2.1 million (21 percent) and $1.5 million (14 percent), respectively, according to analytics firm Tribe Dynamics."