What are the favorite luxury brands of the French ? This question is difficult to answer because of the dire lack of consumer surveys. In order to assess luxury companies, several platforms analyzed their place in the marketing landscape. To do this, they focused on social media in order to observe and analyze the power of brands based on the interactions and engagement of Internet users.
One of the studies conducted is that of Brandwatch, a marketing and analytics firm. She studied millions of photos on Instagram and conversations on Twitter to measure a brand’s visibility and popularity. In 2018, Brandwatch determined that luxury brands from France are still as successful as ever. In the top 10, seven are French and three are Italian:
Luxury brands mostly generate positive thinking. Balmain, Hermès and Prada then take center stage.
Even if women occupy the largest audience on social networks with 64%, men are still very present. The women’s top 3 brings together Yves Saint Laurent, Chanel and Balmain while for men, the three favorite luxury brands are Hermès, Givenchy and Louis Vuitton.
Regarding the amount of mentions on Twitter, it is Hermès who publishes the most regularly. Louis Vuitton is much less active and yet generates more retweets with a figure of 75%. Gucci is also less dynamic than Hermès, but has the most comments from Internet users.
Discussions around these brands are mainly based on colors. Prada far exceeds all other brands. It is mainly associated with the mentions of colors. Gucci and Chanel occupy the second and third places respectively. The dress, the iconic fashion garment, as well as the accessories like the handbag and the glasses are also widely mentioned with these luxury brands.
The Launchmetrics marketing platform has developed a powerful analytics tool that can calculate and compare the values of fashion, luxury goods and cosmetics companies. With more than 100 markers, the company determines a Media Impact Value for each case studied. The result is a precise ranking of the most influential brands in the luxury sector.
In the luxury fashion category, the most influential brands are:
In the luxury jewelry sector:
In the luxury cosmetics sector:
Another report, that of Brandirectory, which carries out its own ranking of the most valued brands. Here too, the French and Italian brands are the most famous. Those from Italy are more numerous in the top 50 but the French are ahead in terms of value.
The first brand is however German, it is Porsche which wins the prize. Its brand value actually increased 54% to $ 29.3 billion. The luxury automobile company is followed by French brands Cartier (worth 13.6 billion), Louis Vuitton (13.5 billion), Chanel (11.5 billion) and Hermès.