A Look at Luxury Brands and…

A Look at Luxury Brands and Consumers 2018 [On-Demand Video]

Transformation is the defining theme for the luxury personal goods market

The luxury sector is enjoying a resurgence, as total global sales are projected to reach $313 billion this year. Today, we see luxury’s transformation in the progressive designs, styles and representations of fashion. Additionally, we also recognise the deeper cultural shift happening inside the most traditional luxury houses. Luxury brands are being redefined. The factors for this redefinition are: the online channel, the influence of millennials, and the infiltration of trend-altering movements.

During this session, you will learn:

  • Who is today’s luxury consumer?
  • How are luxury brands reaching their consumer?
  • Trends in site visits and online searches for brands
  • Notable changes happening within luxury fashion houses, and their influence on the reinvention of the luxury brand identities
  • Fresh social media insights and engagement from leading luxury brands

This on-demand webinar features highlights from PMX Agency’s annual “Luxe” report created in partnership with Hitwise. This highly-anticipated report examines the digital offerings for 80 luxury apparel brands, ranging from Louis Vuitton to Christopher Kane.

Luxury brands on Amazon: Top Brands

With Amazon retail intelligence, we highlight the page views of the top 10 luxury brands over the last 11 months on the Amazon site. We also consider the number of purchases. Michael Kors are leading the path in terms of page views with 4.4 million views. However, Versace products saw 170k purchases over the 11 months. Gucci registered lots of purchases, despite receiving under 500,000 page views.

Michael Kors is the top shopped; Versace is the best selling

Source: Total page views and purchases November 2017-September 2018

Luxury brands on Amazon: Internal search

This chart shows the key words and brands mentioned within luxury searches online. However, ‘replica’ and ‘fake’ were discovered in Amazon search terms. This shows people’s interest in knock-offs on the Amazon site. 

Top luxury keywords used in Amazon searches

Source: share of all Amazon internal searches containing 15 luxury brands; September 2018.

Digital behaviour search

When it comes to the online landscape, we can leverage search data. This is vital for luxury brands. Two of the largest retail search terms are brand searches or brand + product searches. We only looked at the brand name, and discovered that luxury brands adopt 68.9% of the share of clicks.

Share of clicks on brand names

Watch this video to learn more about luxury brands and hot products

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