巴克莱-全球-奢侈品行业-奢侈品品牌：感受热度

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1、EquityResearch14November2017LuxuryBrands:FeelingtheHeat(7)INDUSTRYUPDATENewambassadorscomeinwavesEuropeanLuxury&GlobalBrandsWepreferKeringtoLVMHasGucci’sbrandmomentumdefiesgravity:notonlyhasitNEUTRALUnchangedsurpassedthe10mnlikesmarkonInstagramintwoconsecutivemonths,ithasalsomaintained

2、strongm/mfollowergrowthandisfastapproachingLV’sfanbasesize.ThisisallthemoreimpressiveconsideringthatLVhasbeenachievingrecord-highEuropeanLuxury&GlobalBrandsJulieZhuang,CFAlikesitself,withnowalmost20mfollowers.AstoBurberry,weseeconflictingtrends+44(0)2031344735onChinesesocialnetworks,st

3、rongonWeibobutonlystableonWeChat;combinedJulie.Zhuang@barclays.comwithalowengagementrateonInstagramweconcludeitistooearlytoannounceaBarclays,UKfundamentalpickupinbrandheat.OmegahasseenbettermomentuminChinabyappointingthesamefemaleChineseactressasitsambassadorasTod’s.Tod’ssawJulianEasth

4、opeimprovingfeedbackfromChineseconsumersbutdroppedtothebottomon+44(0)2031346640Instagram,underperformingBVnow.InQ3Ferragamodidnotshowsignificantjulian.easthope@barclays.comimprovementinunderlyingheatapartfromaJulyincrease.Barclays,UKBurberrynewambassadoraddition:Burberryappointedfemale

5、ChineseactressZhouDongyuasitsambassadoralongsideKrisWu.TheannouncementwasmadeinOctober,whichsenttheWeiboforwardnumbertodoublethatofSeptember,asthatonesinglepostyieldedalmostthesamenumberofforwardsthatBurberryusuallyreceivedinanentiremonth.OnInstagramwearesomewhatdisappointedbythelukewa

6、rmreactiontoitsSeptemberfashionshowwithphotopostingnoticeablyoutpacingphotolikes,whichmeanslowerengagementperpost.Omegaeffortonappealingtofemaleconsumers:ThesuddenpickupinOmega’sWeiboandWeChatperformanceinOctoberwasrelatedtoonepostannouncingtheappointmentofLiuShishiasitsbrandambassador

7、.RecallthatTod’shasrecentlyhiredhertoo,topromotetheWavebag,whichhasreceivedgoodfeedback.Wethinksheisagoodadditiontoboostthebrandimage,especiallyamongfemaleChineseconsumers,comparedtoJaegerLeCoultrethattappedonlinecelebrityPapiJianglastyear,whichmanydeemedtobeatoddswiththeluxurybrandi