Gucci is riding higher than ever on the earth of fashion, and it is not only thanks to its new acclaimed creative director. Ranked by R3 Worldwide and Bomoda as the top brand in the study of social media influencers, Gucci is mastering the art of bonding its refined roots with the world’s leading sources of inspirations, letting luxury meet social media in the best way possible.
Bomoda, whose “team of data scientists, strategists, and market experts, helps companies delve into China and other emerging markets”, and R3 Worldwide, “a global consulting firm focused on improving the effectiveness and efficiency of marketers and their agencies”, joined forces to analyze 25 different luxury brands, studying their effectiveness and likeability among influencers and celebrity bloggers on platforms such as WeChat and Weibo.
Bomoda described the study as “a representative pool of those we have observed making the most significant efforts in China in the past two quarters”, with its report analyzing the “mentions, likes, reads, sentiment, purchase intent and total engagement — to form an overall picture of the strongest brands and the strongest opinion leaders.”
As for the selected labels, Bomoda and R3 Worldwide specifically looked for luxury labels that make ample usage of ‘key opinion leaders’ (KOLs) in China, such as TV celebrities and renowned socialites. The companies included in the researches non-Chinese KOLs on both WeChat and Weibo too, with Kendall Jenner being, of course, at the top of the case study, as her androgynous, urban-chic style is especially “favored by Chinese female Millennials to a greater degree than any current Western personality. This wave aligned her closely on Weibo and WeChat with ‘now’ trends such as slip dresses, crop tops, activewear and slippers.”
The report also meticulously analyzes each one of the luxury Maisons’ efficiency online, applying its criteria to more in-depth areas and case studies that are even more specific. While Gucci is at the core of both Weibo and WeChat’s rankings, the report’s authors mentioned Bulgari, Dior, Lancôme and Estée Lauder as Weibo’s top-4 associated brands, and Tiffany, Bulgari and Esteé Lauder as WeChat’s. Such results will likely help all of these Maisons build stronger engagements and partnerships with the Eastern World, just in time for the fashion-hungry Chinese market to triple by 2020.
As for the overall list, Bomoda and R3 Worldwide awarded Dior with a silver medal, and Louis Vuitton with a bronze one. Given the fact that Givenchy and Chanel were respectively ranked at number four and five, we can fairly state France is somewhat monopolizing the Chinese market.
Although such results are astonishing indeed, one more thing is worth mentioning.
As stated by the report’s authors, many KOLs are “indeed inefficient, but this is more a matter of misaligned and mismanaged expectations than a lack of relevance. For every one celebrity who commands large sums to promote a brand’s products but fails to generate the expected results, there is an unheralded and unpaid fashion blogger generating the necessary engagement and positive sentiment to affect sales.”
The report thus simultaneously reminds us – customers/social media influencers, as well as them – the luxury labels, that the key to success is neither immediate nor easy. Buzzing around about a certain topic/luxury piece isn’t enough, and although numbers are indeed relevant, (positive) content and an immediate response will always be more valuable.
Photo courtesy of @ohhcouture