Chanel most popular luxury brand on social media

London – Chanel has topped a luxury brands report based on social mentions and
intensity of consumer sentiment, with the French fashion house coming up
most frequently from 80 countries and 700 million social media posts across
luxury, watches and commerce.

Chanel moved to the number one spot on the ranking of the top 45 luxury
brands in Netbase’s second annual Brand Passion Report: Luxury Brands,
replacing Louis Vuitton which dropped to 7th spot.

Based on brand conversations on social networks, review sites, blogs,
forums and news sites worldwide between September 1, 2014, and August 31,
2015, Chanel had an increase of 152 percent in mentions, which helped them
jump from third to the top spot in the ranking.

Fashion brands dominate the top ten, Gucci came second, jumping from
sixth place last year, while Hermes came third, Dior took sixth place,
Louis Vuitton was listed in seventh while Prada was ranked ninth, and
Cartier rounded off the top ten brands.

A photo posted by CHANEL (@chanelofficial) on Jan 26, 2016 at 10:19am PST

The biggest increase in the ranking was eBay, which jumped from 27th to
fifth place with an increase of 896 percent in mentions.

The report also saw an increase of 75 percent in the overall luxury
conversation year-on-year and social chatter more than doubled for the top
15 luxury brands. Similar to the previous year, French and Italian heritage
brands continued to capture the conversation, accounting for 57 percent of
mentions, while the remainder of the list includes 32 percent for brands
based in the US, and 11 percent for Asian-based luxury brands.

Chanel dominates luxury social media conversations, according to
NetBase report

There was also a rise in e-tailer mentions, with brands including eBay,
Amazon, Easy, Net-a-Porter and Alibaba being listed in the ranking, and
accounting for 10 percent of brand mentions.

A video posted by CHANEL (@chanelofficial) on Jan 5, 2016 at 11:42am PST

With regards to categories, fashion and handbag brands accounted for
more than a third of the NetBase luxury list this year, followed closely by
cars and jewellery and accessories. A key insight from the report was a new
renaissance for watches, due to the momentum seen for the Apple Watch
launch, with the smartwatch topping the watch subset list, beating out
Rolex, Tag Heuer, Richemont, Curren and Patek Phillippe for the top
spot.

NetBase vice president of marketing, Hope Nguyen, said: “Today, online
shopping convenience and advanced technologies are driving a new world of
luxury brands and categories that fall outside the traditional definition
of luxury. Consumer passion for luxury is growing and the brands that are
effectively connecting with consumers are the ones that are gaining
momentum in social and the bottom line.”

While fashion brands including Burberry, Rolex, LVMH, Coach, Jimmy Choo,
YSL, Tag Heuer, Kering, Net-a-Porter, Dolce and Gabbana, Michael Kors,
Richemont, Tiffany, Nike, and Mulberry made the top 45 luxury brands, a
handful of names did drop out of the chart including Armani and Versace.

Image: NetBase