Prada, Dior and Loro Piana received eyeballs on Chinese language social media for the months of July and August, in accordance with the most recent report from Bernstein.
In accordance with Bernstein’s “momentum rating,” Loro Piana, Prada, Dior, Chanel and Miu Miu had been the highest 5 gamers on Chinese language social media for the 2 months.
Bernstein’s rating relies on brand-related engagement information from Baidu, WeChat, Weibo, Xiaohongshu and Douyin.
The report famous that Gucci, historically an influence participant on Chinese language social media, was taking part in catch-up with its friends as a consequence of its artistic transition, however the label’s star-studded, a lot anticipated Sabato De Sarno debut managed to win again outsized consideration on-line.
“Gucci, a lion, although hungry, continues to be a lion on China‘s social media,” stated the Bernstein report.
In accordance with Bernstein’s calculation, Gucci’s Chinese language social media engagement throughout Milan Trend Week final week surpassed Prada by 20 p.c, Tod’s by round 9 instances and Brunello Cucinelli‘s by about 80 instances. Primarily based on streaming information from Weibo, Gucci’s livestreamed present obtained 63.65 million views, Prada’s scored 42.39 million views and Tod’s garnered 13.32 million views.
“This prominence will be attributed to its in depth advertising on social media, which included inviting high celebrities to the present, adorning main metropolis facades forward of the present, and lengthening the present into the metaverse instantly after the stay occasion,” the Bernstein report stated.
Nevertheless, Chinese language netizens had polarizing views about De Sarno’s Gucci debut.
“If the brand new Gucci sells properly, then it’s actually over,” learn one put up, whereas one other stated, “one phrase to summarize the brand new Gucci: Miu Miu-like.” The 2 vital feedback had been on Xiaohongshu that obtained 41,200 and 33,200 views, respectively.
“Gucci’s 2024 spring/summer season assortment appears to be like like it is going to promote properly!” learn one other put up with 31,600 views.
“The consensus concerning the present is impartial, as the gathering is seen as sensible however considerably underwhelming. Traditionally, Gucci’s enchantment has hinged on its flamboyant creativity. With its huge present buyer base, the jury continues to be out whether or not Chinese language shoppers will embrace Gucci’s newest enterprise right into a extra subdued luxurious type,” stated Bernstein within the report.
Equally, Chinese language netizens had been vital of Daniel Lee’s sophomore assortment at Burberry, mentioning further issues over its pricing technique and model consciousness.
“[Burberry] launched its ready-to-wear assortment at a better worth, solely to cut back these costs a couple of weeks later in-store. This has led to additional detrimental suggestions on Chinese language social media,” defined the Bernstein report.
Regardless of doubling down on advertising efforts, which included a sequence of citywide takeovers and a star-studded entrance row that helped Burberry win the eye sweepstake throughout London Trend Week, the British heritage model was not in a position to impress choosy Xiaohongshu customers. Primarily based on Bernstein’s monitoring information, Burberry obtained lower than 50 p.c of the entire traction in seven days in comparison with what Gucci amassed in 4 days after the present.
With unmatched artistic vitality and advertising prowess, energy gamers akin to Prada and Dior continued to guide the class that Bernstein known as “heavy punchers.”
“The manufacturers [Prada and Miu Miu] are capitalizing on the quirky ‘quiet luxurious’ development. The return of Raf Simons because the artistic director has all the time resonated properly with the Chinese language viewers, very similar to John Galliano,” wrote the report.
With related affiliation to “quiet luxurious,” which has over ten million mentions on Xiaohongshu, LVMH Moët Hennessy Louis Vuitton-owned Loro Piana topped Bernstein’s momentum chart in latest months.
Throughout its newest spring 2024 assortment pop-up occasion, which explored Loro Piana’s affinity to Japanese craftsmanship, the looks of traffic-driving celebrities, together with Fei Xiang, Zhu Zhu and Ma Sichun, helped amplify that message on Chinese language social media.
Fei, the Eighties heartthrob, just lately discovered renewed fame by starring within the newest blockbuster fantasy movie “Creation of the Gods.” Fei was additionally the middle of Chinese language social media consideration at Salvatore Ferragamo and Jil Sander’s runway shows.
Trying on the laborious luxurious phase, Bernstein highlighted the energy of Longines and Omega, which made positive aspects from “the pent-up demand as a consequence of China’s reopening and the anticipation surrounding Swatch Group‘s second worth improve on Sept. 1,” in accordance with the report.
Because the go-to jeweler for China’s new wealthy, Cartier‘s social media presence has waned this 12 months because of the firm’s aware choice to restrict promotional efforts whereas specializing in VIP-related occasions as an alternative.