Gucci, the Italian luxury brand of fashion and leather goods, has been named the ‘hottest’ luxury brand along with Louis Vuitton and Chanel in a recent study by Exane BNP Paribas, a France-based research firm.
The report evaluated the ‘brand temperature’ of premium and luxury brands. This was based on the ratio between their print advertising spend and the editorial coverage they receive in magazines.
According to the report, brands are ranked hot, if magazines offer these brands more editorial space than their advertising spends should warrant. Hence, if brands receive more editorial coverage than their magazine advertisement spends, they get a hot rating, while brands that fall below this ratio are rated cold.
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Gucci’s editorial value climbed over 15 per cent year-on-year, in the first half of 2016, according to the report. However, the editorial values of Louis Vuitton and Chanel grew at a slower rate of less than 15 per cent, despite a high print advertising spend.
Meanwhile, other luxury brands like Giorgio Armani and Prada saw a drop in editorial print coverage vis-à-vis their advertisement spends, thereby lowering their editorial value in double digits, denoting that their brand temperature had cooled as against the same period last year.
