14 Apr '18, 9pm

The key is balancing broad reach with maintaining brand equity

The key is balancing broad reach with maintaining brand equity

Fashion Spotlight: Louis Vuitton Another standout in our industry report is Louis Vuitton. Part of the company’s success is in balancing broad reach and accessibility, while maintaining strong brand equity. We can use social listening to track that success over time and validate positioning versus competitors. For many industries, straight competitive comparisons for volume and sentiment metrics are good grounding points. In luxury, it’s critical to go deeper than that. Starting at the highest level, Gucci does well on volume while Coach does well on sentiment. In some cases, volume of conversation could be about the wrong things and mean brand erosion; sentiment doesn’t matter in luxury if it is missing a strong pull toward the brand. Looking at these second-layer metrics, we can start to understand Louis Vuitton’s success. The first analysis is to consider the share of d...

Full article: https://apparelmag.com/zara-and-louis-vuitton-leading-way...

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