Gucci, Louis Vuitton and Chanel are among fashion’s ?hottest? luxury brands, earning editorial coverage that matches or exceeds their print advertising spend.
LONDON, United Kingdom ? Gucci has been named one of the ?hottest? luxury brands, while Prada and Giorgio Armani are ?cooling? fast, according to a new report by Exane BNP Paribas.
The financial services firm assessed the ?brand temperature? of luxury companies, based on the ratio between the editorial coverage they receive in print magazines, and their print advertising spend. Brands are ranked as ?hot? if magazines give them more editorial space than their advertising spend should warrant, meaning they have more editorial coverage than print magazine advertisements ? reflecting a ?hot? level of appeal and desirability ? whereas brands that fall below this ratio are ?cold.? Gucci?s editorial value was up more than 15 percent for the first six months of the year, compared to the same period last year. Louis Vuitton and Chanel both also ranked as ?hot,? but their editorial value grew at a lower rate of between 0 and 15 percent, despite a high print advertising spend. Meanwhile, Prada and Giorgio Armani both saw a decline in editorial print coverage, lowering their editorial value by double digits, which meant their brand temperature had cooled compared to last year.

The findings are further proof that Gucci’s turnaround under creative director Alessandro Michele and chief executive officer Marco Bizzarri ...