default-output-block.skip-main
BoF Logo

The Business of Fashion

Agenda-setting intelligence, analysis and advice for the global fashion community.

Dior Tops New Quarterly Ranking for Brands’ Media Impact

Dior Men Autumn 2021. Dior.
Dior topped Launchmetrics' ranking for media impact of luxury brands. (Yannis Vlamos)

Dior ranked number one, followed by Chanel, Gucci, and Louis Vuitton, in a ranking of luxury fashion brands’ media impact from consultancy Launchmetrics, which estimates the value of brands’ visibility across social networks and in the press.

Leather-goods giant Hermès, known for its insider positioning and comparatively small investments in publicity, did not crack the top 10 in Europe or the US, but enjoyed high levels of visibility in China, ranking as the number-5 brand in that key market according to the report.

Launchmetrics has launched the quarterly ranking as luxury labels including Gucci and Celine increasingly abandon the traditional calendar for revealing their collections, staging many events outside of fashion weeks, and following its acquisition of Chinese data consultancy Parklu, which specialises in monitoring brands across social media platforms like WeChat, Weibo, and Xiaohongshu (Little Red Book).

The report confirms the scale of hefty media investments by owner LVMH in growing Dior’s market share last year. Billboards, social media campaigns, and other splashy announcements seemed to push awareness of the Parisian couture house to new heights even during the pandemic.

Dior topped Launchmetrics global ranking for luxury brands' media impact.
In This Article

© 2021 The Business of Fashion. All rights reserved. For more information read our Terms & Conditions

The Business of Fashion

Agenda-setting intelligence, analysis and advice for the global fashion community.
CONNECT WITH US ON
Building a DRC Challenger Brand
© 2022 The Business of Fashion. All rights reserved. For more information read our Terms & Conditions and Privacy policy.
Building a DRC Challenger Brand