Chanel Takes The Place Of LV To Become The Most Popular Luxury Brand.

Recently, Brandwatch Analytics has made great efforts to the various luxury products.

The brand reputation index was analyzed and evaluated.

brand

The score was 396 points and the full score was 500 points.

It is 4 points higher than last year's winner Louis Vuitton, higher than Dior15, becoming the most prestige luxury brand this year.

The top 10 most prestige luxury and fashion brands are Cartier, Tiffany&co, Versace, Christian Louboutin, Prada, Michael Michael and Chanel, in addition to the Louis, Vuitton and Dior.

The lowest score was Lanvin, which broke the Lanvin brand last year.

The other 4 brands with the lowest score include Dsquared2, Bottega Veneta, Kenzo and Salvatore Ferragamo.

The credibility index is based on the 34 global luxury brands in the second quarter of this year's social media influence data, from the general reputation of the brand, social media visibility, commendatory index and performance growth and other aspects of evaluation.

"There is no doubt that the reputation of a brand affects its income and growth. Luxury brands should consider what role they want to play in the minds of consumers, and understand the impact of brand image in social media on sales. However, there is no sufficient data to prove that there is a causal relationship between social media and luxury brands' total revenue," said James Lovejoy, a Brandwatch analyst.

{page_break}

Generally speaking, brand names interact with consumers through news media, website blogs and forums. The popularity of social media means the exposure of brands on social media platforms.

From the perspective of general popularity and influence growth, Chanel scored 100 points, Gucci's general popularity score was 93, and Burberrry's influence grew by 99 points.

Chanel's social media popularity score was 91, ranking third, slightly lower than Louis Vuitton and Dior.

Chanel activities often attract consumers to participate in various forms of interaction with brands.

For example, in June, Chanel launched a charming male perfume Allure Home Sport advertising slides, encouraging consumers to have the courage to take risks.

Chanel also took a 360 degree panoramic advertising video for the sports perfume on official website and YouTube, which made male consumers feel that they would have similar brave experiences such as gliding and diving to show male charm after using perfume.

Due to the limited variety of male products, Chanel must get the attention of potential consumers through social media interaction.

It is noteworthy that in the Brandwatch's evaluation of the commentary index of online consumer reviews, the Chanel score is only 31, which is the same as that of Gucci, while the luxury watch brand Rolex scored a low score of 30 points.

In April, Gucci launched an advertising model that enabled thin models to be criticized by the British Advertising Standards Agency. In addition, the brand forbids the use of paper Gucci burials at funerals and also causes Hongkong residents' aversion.

While the two brands of Prada and Herm s were exposed to animal abuse, their ratings were higher than those of Chanel and Rolex.

Other brands, such as Givenchy and Burberry, do not have too many controversial brands.

In this evaluation, 25 brands in the 34 brands are equal to or less than 40, and only 5 brands exceed 50 points. Among them, Cartire Cartier scored 100 points and second scored 70 Versace.

"However, low marks do not necessarily mean overwhelming negative evaluations of brands.

"It is very one-sided to consider only a single indicator or value of brand evaluation by consumers. In order to really understand what has happened, luxury brands need to analyze and measure the underlying causes of negative or positive topics."

James Lovejoy added.

Cartier's positive evaluation on Twitter accounted for 99.3% of the total evaluation, while Chanel's evaluation on Twitter accounted for 93.2% and 6.8% respectively.

James Lovejoy stressed: "there is no way for a brand to require all comments to be positive. In a short survey of Chanel, the problem is mainly focused on customer service and price complaints.

Even if Chanel is experienced in customer service, it does not rule out that its high-end brand positioning and pricing will cause some consumers' dissatisfaction.

James Lovejoy pointed out: "Prada has made the most obvious progress. The brand's social media popularity and participation have been growing strongly, ranking from 18 to eighth.

This is a highly competitive industry and reputation is an important part of luxury retailers.

Although it is very difficult to replace some of the most advanced brands, but the case that Prada jumped 10 rankings a year shows that the space for brand development and growth is still huge.