1、每日微信群内分享7+最新重磅报告；
4、行研报告均为公开版，权利归原作者
所有，起点财经仅分发做内部学习
Global Luxury 10 January 2019Table of Contents
INSTAGRAM COMP TABLE FOR LUXURY BRANDS (NOVEMBER
2018) . 3
SOCIAL MEDIA & GOOGLE SEARCH – EUROPEAN GROUPS .......... 5
Gucci ........... 6
Louis Vuitton ........... 8
Dior ........... 10
Chanel ....... 12
Prada ......... 14
Burberry ..... 16
Saint Laurent ......... 18
Balenciaga . 20
Hermès ...... 22
Hugo Boss . 24
Ferragamo . 26
Moncler ..... 28
Bottega Veneta ...... 30
Tod's ......... 32
Rolex ......... 34
Cartier ....... 36
Omega ...... 38
SOCIAL MEDIA & GOOGLE SEARCH – U.S. GROUPS ........ 39
Versace ...... 40
Michael Kors .......... 42
Jimmy Choo........... 44
Tiffany ....... 46
Coach ........ 47
Kate Spade48
Appendix I: UBS Evidence Lab methodology ....... 50
Appendix II: Methodology and correlation .......... 51
METHODOLOGY – HOW TO PICK THE WINNERS ... 53
HISTORICAL CORRELATION – SOCIAL MEDIA VERSUS SALES ......... 56
Global Luxury 10 January 2019INSTAGRAM COMP TABLE FOR LUXURY BRANDS (NOVEMBER 2018)
Figure 1: Gucci remains the most liked soft luxury brand, Louis Vuitton steady position and Burberry picking up. Rolex
dominates hard luxury with Tiffany broadly on par with Cartier
Source:UBS Evidence Lab. *Engagement rate is calculated as likes per post divided by the follower base, then scale up by 10,000.
Likes (000's)PostsLikes per posts (000's)
Gucci12,472Dior188Rolex138.1
Dior9,273Versace130Gucci129.9
Louis Vuitton8,354Hugo Boss128Louis Vuitton96.0
Versace6,665Saint Laurent123Balenciaga88.6
Chanel4,640Valentino114Jimmy Choo66.6
Burberry2,821Gucci96Chanel64.4
Balenciaga2,570Prada91Versace51.3
Prada2,106Louis Vuitton87Dior49.3
Jimmy Choo1,997Burberry80Burberry35.3
Saint Laurent1,978Chanel72Fendi33.6
Valentino1,909Coach63Michael Kors28.5
Fendi1,543Tods60Cartier27.6
Rolex1,381Ferragamo55Prada23.1
Coach1,203Kate Spade51Tiffanys22.7
Ferragamo1,107Fendi46Omega21.4
Michael Kors1,027Michael Kors36Ferragamo20.1
Hugo Boss844Moncler35Coach19.1
Tiffanys796Tiffanys35Valentino16.7
Cartier718Jimmy Choo30Hermes16.3
Kate Spade620Balenciaga29Saint Laurent16.1
Omega534Hermes28Moncler12.3
Hermes456Cartier26Kate Spade12.2
Moncler432Omega25Hugo Boss6.6
Tods174Bottega Veneta12Bottega Veneta5.9
Bottega Veneta71Rolex10Tods2.9
Average2,628Average66Average39.8
Median1,381Median55Median23.1
Followers (millions)New followers m/m %Engagement rate*
Chanel32.9Hugo Boss5.7%Rolex152.7
Gucci30.2Moncler4.3%Balenciaga112.9
Louis Vuitton28.5Omega3.5%Omega107.2
Dior27.4Tods3.4%Jimmy Choo73.5
Prada17.6Balenciaga3.3%Moncler73.2
Versace16.6Saint Laurent3.0%Coach59.7
Michael Kors13.2Fendi3.0%Ferragamo55.1
Burberry13.1Bottega Veneta2.8%Kate Spade45.2
Valentino11.4Coach2.8%Gucci44.2
Fendi11.0Gucci2.7%Bottega Veneta37.6
Saint Laurent10.5Versace2.4%Cartier36.0
Tiffanys9.5Ferragamo2.3%Louis Vuitton34.5
Jimmy Choo9.2Dior2.3%Versace31.7
Rolex9.2Burberry2.3%Fendi31.4
Balenciaga8.1Hermes2.1%Burberry27.7
Cartier7.8Chanel2.0%Tiffanys24.6
Hermes7.7Cartier1.8%Tods23.6
Hugo Boss5.7Jimmy Choo1.8%Michael Kors22.1
Ferragamo3.8Louis Vuitton1.7%Hermes21.5
Coach3.3Prada1.7%Chanel20.0
Kate Spade2.7Michael Kors1.6%Dior18.5
Omega2.1Tiffanys1.6%Saint Laurent15.9
Moncler1.7Valentino1.1%Valentino15.0
Bottega1.6Rolex0.6%Prada13.4
Tods1.2Kate Spade0.5%Hugo Boss12.3
Average11.4Average2.3%Average34.8
Median9.1Median2.3%Median31.7
Global Luxury 10 January 2019Given the rising importance of social media for luxury brands – especially in the
context of millennials growth – we believe Instagram data can no longer be
ignored as a data point for luxury investors, to help them pick the winning brands.
Combining the Instagram data with Google Search trends, we get a fuller picture
view on these brands' momentum on social channels.
We include a detailed explanation of the methodology and historical correlation in
the appendix II. It is worth highlighting that the statistics in this note are collected
by UBS Evidence Lab from 25 soft and hard luxury brands' own Instagram account;
hence do not include any interactions that happen outside their official pages.
Interaction metrics are based on the date of the post (not the date of interaction).
In this edition we have added US names such as Tiffany, Michael Kors, Coach
and Kate Spade, as well as Jimmy Choo. We highlight the following names:
Gucci – occupies the top of the league table as always, with 12m monthly likes
and ~130k likes per post in Nov. However the brand heat seems to be
plateauing with the growth in average likes per post slowing to +10% y/y in
Q4 to Nov from +77% in Q3 18 (Figure 5). The m/m new follower growth has
moderated in recent months, given its 30m-large follower base.
Louis Vuitton – stays in the top tier of the league table with 28.5m followers,
8m total likes, and 96k likes per post in November. It is seeing similarly softer
trends in terms of new follower growth with its current follower size.
Balenciaga – is arguably the hottest upcoming brand, with an average likes
per post of 89k – up 296% in Q4 to Nov – that ranks only behind Rolex, Gucci
and Louis Vuitton. With a follower base that is disproportionately big compared
to its revenue and still growing the fastest, Balenciaga enjoys exceptional brand
heat among millennials.
Burberry – consumer interest is clearly picking up. Since September Burberry's
m/m new follower growth has accelerated to reach almost 3% in November.
Each of Burberry's posts now generates around 40k likes, versus 25k earlier this
year, which shows a steady increase in consumer interest.
Michael Kors – has more than 2x the number of Instagram followers as Coach
and Kate Spade combined.While its Instagram following continues to trend up
~2% m/m, likes per post remain negative y/y.
Tiffany – has an Instagram follower base of 9.5m versus 7.8m at Cartier, and
receives c25k likes per post that is broadly similar to Cartier.
In the following section we analyse in detail the social media performance of 23
luxury brands, with one page on the 6 key Instagram metrics and one page on the
Google Search trends by country.。。。