Dior, Chanel and Gucci are the brands with the greatest impact on the media during the last quarter of 2020 according to the consultancy Launchmetrics. The study analyzed 1,600 paper magazines and 8 thousand attachments, 40 thousand online publications and blogs, 500 thousand social accounts worldwide. Dior’s global Media Impact Value is estimated at $ 618.4 million, Chanel is second with $ 498.5 million, Gucci is third at $ 454.7 million. Followed by Louis Vuitton, Saint Laurent, Miu Miu (17th) and Moncler, which closed the Top 20. Balenciaga also performed well, in 11th place in the American ranking and Bottega Veneta, in 14th place both in Europe and in America, and to 11th in China. According to the study, China was the only country where the luxury sector grew by +45 percent. Now indispensable even in the West, influencers in China are the trump card to increase their Media Impact Value: about 31% of the final result is due to them. In Europe and the United States, brands still prefer Instagram. While in China those defined as ‘all-star influencers’ (users with over 2 million followers) and ‘mega influencers’ (between 500 thousand and 2 million) are the masters thanks to the possibility of reaching the predetermined results with a significantly lower number of post. In Europe, on the other hand, the highest percentage of Miv is represented by influencers with 100,000-500,000 followers.