A recent survey by investment banking firm Exane BNP Paribas has assessed that Gucci remains the fashion world’s hottest brand, while Prada and Giorgio Armani are “cooling fast”.
The survey examined 38 luxury brands, from the likes of Gucci, Prada, and Versace, to Hermes, Armani, and Dolce & Gabanna, and rated them based on the ratio of advertising dollars spent to editorial coverage received in magazines. “Hot” brands received more editorial space for less advertising spend, while “cooling” brands received less editorial coverage per dollar spent.
Gucci’s editorial value was up 15 percent, with Chanel, Louis Vuitton and Ralph Lauren in tow, while Prada and Giorgio Armani saw significant declines in print coverage. Hugo Boss, DKNY and Ferragamo were also brands that saw weakening demand.
Gucci CEO Marco Bizzarri and Creative director Alessandro Michele have put the company on pace to generate over $4.5 billion in sales this year; the 66 percent rise in women’s ready-to-wear sales can be partially attributed to Michele’s buzz-worthy designs. Meanwhile, Prada has suffered from weakened demand in China as tourism slows and consumer demands change.