CHANEL tops luxury brands on social media
According to Netbase’s second annual “NetBase Brand Passion Report: Luxury Brands”, among 45 luxury brands, Chanel comes up most frequently over 80 countries and 700 social media posts across luxury, watches and commerce.
NetBase findings are based on brand conversations on social networks, review sites, blogs, forums and news sites worldwide between September 1, 2014 and August 31, 2015. The report also saw an increase of 75% in the overall luxury conversation between FY2014 and FY2015. The top 15 luxury brands mentions in social media increased twofold from last year. Similar to the previous year, French and Italian heritage brands accounted for 57% of mentions, and fashion and handbag vendors led among categories of luxury goods.
Hope Nguyen, NetBase VP of Marketing at NetBase, said of the report, “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.