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30 Oct 2023
Luxury EDGE: global brand heat in 3Q23
Kering (KER:EPA), 0 | Kering SA (KER:PAR), 0 | LVMH Moet Hennessy Louis Vuitton (MC:EPA), 0 | LVMH Moet Hennessy Louis Vuitton SE (MC:PAR), 0 | Hermes International SCA (RMS:EPA), 0 | Hermes International SCA (RMS:PAR), 0 | Swatch Group Ltd. Bearer (UHR:SWX), 0 | Compagnie Financiere Richemont SA (CFR:SWX), 0 | Tod's (TOD:BIT), 0 | TOD'S S.p.A. (TOD:MIL), 0 | Burberry Group plc (BRBY:LON), 1,158 | HUGO BOSS AG (BOSS:ETR), 0 | PANDORA (PNDORA:CPH), 0 | Pandora A/S (PNDORA:CSE), 0 | Salvatore Ferragamo Italia (SFER:BIT), 0 | Salvatore Ferragamo S.p.A. (SFER:MIL), 0 | Capri Holdings Ltd (CPRI:NYSE), 0 | Capri Holdings Limited (CPRI:NYS), 0 | Brunello Cucinelli (BC:BIT), 0 | Brunello Cucinelli S.p.A. (BC:MIL), 0 | Prada S.p.A. (1913:HKG), 0 | Moncler (MONC:BIT), 0 | Moncler SpA (MONC:MIL), 0 | Watches of Switzerland Group PLC (WOSG:LON), 349 | Ermenegildo Zegna N.V. (ZGN:NYS), 0
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Luxury EDGE: global brand heat in 3Q23
Kering (KER:EPA), 0 | Kering SA (KER:PAR), 0 | LVMH Moet Hennessy Louis Vuitton (MC:EPA), 0 | LVMH Moet Hennessy Louis Vuitton SE (MC:PAR), 0 | Hermes International SCA (RMS:EPA), 0 | Hermes International SCA (RMS:PAR), 0 | Swatch Group Ltd. Bearer (UHR:SWX), 0 | Compagnie Financiere Richemont SA (CFR:SWX), 0 | Tod's (TOD:BIT), 0 | TOD'S S.p.A. (TOD:MIL), 0 | Burberry Group plc (BRBY:LON), 1,158 | HUGO BOSS AG (BOSS:ETR), 0 | PANDORA (PNDORA:CPH), 0 | Pandora A/S (PNDORA:CSE), 0 | Salvatore Ferragamo Italia (SFER:BIT), 0 | Salvatore Ferragamo S.p.A. (SFER:MIL), 0 | Capri Holdings Ltd (CPRI:NYSE), 0 | Capri Holdings Limited (CPRI:NYS), 0 | Brunello Cucinelli (BC:BIT), 0 | Brunello Cucinelli S.p.A. (BC:MIL), 0 | Prada S.p.A. (1913:HKG), 0 | Moncler (MONC:BIT), 0 | Moncler SpA (MONC:MIL), 0 | Watches of Switzerland Group PLC (WOSG:LON), 349 | Ermenegildo Zegna N.V. (ZGN:NYS), 0
- Published:
30 Oct 2023 -
Author:
Grippo Melania MG | Belge Antoine AB | Charchafji Anthony AC -
Pages:
21
Brand momentum and popularity are key to both long- and short-term performance. Luxury EDGE distils the latest trends on social media and search engines for up-to-the-minute views on brand heat.
What''s new on Luxury EDGE
Strong momentum at LV, Omega, Cartier, VCandA, Hugo Boss and Chanel. Key highlights from September: Spring Summer 24 shows. See inside some snippets from the Chinese mid-autumn festival (''Golden Week'') lasting from 29 Sept to 6 Oct.
WeChat: Hugo Boss, Omega, and Chanel have increased their popularity the most in 3Q
LV and Omega were ranked #1 in our luxury panel, with 100k+ average reads both in September and in 3Q. In Jewellery, Cartier was strong (98k in 3Q) vs Tiffany at 78k. In Leather Goods, Gucci''s popularity bounced by +24% in September (supported by 22 Sept Gucci Ancora activations) though 3Q was still below the previous year (-14%). Our panel''s average reads (i.e. popularity) increased by 3% in 3Q on average (+8% in September).
Baidu: Strongest increase in search volume in 3Q for Rolex and Bulgari
Louis Vuitton remains the most searched brand followed by Rolex, Chanel and Omega. Rolex search volume was up 73% in September y/y (similarly to 3Q). Strongest drop in September was for Cartier and Hermes. Note the strongest sequential improvement m/m was for Hugo Boss. In 3Q, Rolex, Bulgari and Omega were up whilst the bottom three includes Dior, LV and Cartier.
Google: VCandA reached another new peak in September
In September, VCandA reached a new peak in terms of search volumes. Most improved was Cucinelli (+70% y/y). Celine is still trending strongly. Momentum at Balenciaga keeps on declining. Moncler also appears weak (partially explained by comping its 70th anniversary activations last year). It appears that Google Trends rebased the LV searches this month. Hit level difference between Gucci and LV since common peak of Dec-21 seems more pronounced (see Figure 26).