×
2 216
Fashion Jobs
VF INTERNATIONAL
dc Training Specialist
Permanent · COALVILLE
VF INTERNATIONAL
dc Team Leader
Permanent · COALVILLE
ESTÉE LAUDER
Clinique - Consultant - Boots-Liverpool Street, London - 37.5 Hours / Week - Full Time, Permanent
Permanent · London
ESTÉE LAUDER
Clinique - Consultant - Boots-Handforth Dean, Wilmslow - 15 Hours / Week - Part Time, Permanent
Permanent · Wilmslow
ESTÉE LAUDER
Clinique - Consultant - Bentalls, Kingston- 21.5 Hours / 3 Days / Week - Part Time, Permanent
Permanent · Kingston upon Thames
ESTÉE LAUDER
la Mer - Business Manager - Flannels, Meadowhall - 37.5 Hours / 5 Days - Full Time, Permanent
Permanent · Sheffield
ESTÉE LAUDER
Clinique - Consultant - Boots - Cribbs Causeway, Bristol - 17.5 Hours / 3 Days - Part Time, Permanent
Permanent · Bristol
ESTÉE LAUDER
la Mer - Business Manager - Harvey Nichols, London - 37.5 Hours / Week - Full Time, Permanent
Permanent · London
ESTÉE LAUDER
Clinique - Consultant - Boots, Warrington - 17 Hours - Part Time, Permanent
Permanent · Warrington
ESTÉE LAUDER
The Estée Lauder Companies - IT Service Desk Manager UK
Permanent · Fareham
ESTÉE LAUDER
Clinique - Consultant - Boots, Bishops Stortford - 7.5 Hours - Part Time, Permanent
Permanent · Bishop's Stortford
JOHN LEWIS
Contract Sales Manager
Permanent · DARWEN
PUMA
Cobra Puma Golf - Sales Support Coordinator
Permanent · Castleford
JOHN LEWIS
Loss Prevention Partner
Permanent · LEICESTER
HEAD OFFICE
Team Manager/Chef Victoria Head Office
Permanent · LONDON
VF INTERNATIONAL
Account Coordinator - Italian Speaking - Vans
Permanent · NOTTINGHAM
VF INTERNATIONAL
dc Training Specialist
Permanent · COALVILLE
VF INTERNATIONAL
dc Team Leader
Permanent · COALVILLE
DR. MARTENS
Finance Analyst
Permanent · LONDON
REISS
People & Talent Advisor
Permanent · LONDON
MULBERRY
Lifetime Service Centre, Raw Materials Stock Coordinator
Permanent · CHILCOMPTON
AUTUMNPAPER LIMITED
Alexander Mcqueen Vip Officer
Permanent · LONDON
Ads
Published
Oct 25, 2018
Reading time
2 minutes
Share
Download
Download the article
Print
Click here to print
Text size
aA+ aA-

Pomellato tops social media sentiment charts among European luxury accessories brands

Published
Oct 25, 2018

Social media analytics firm NetBase released its “2018 Europe Luxury Accessories Social Sentiment Report” on Wednesday, identifying Pomellato and Van Cleef & Arpels as social media favorites, while Gucci and Chloé came in at the bottom of the pile.


Italian jeweller Pomellato achieved a score of 99% - Instagram: @pomellato

 
The study collected and analysed social media data for the top 39 European luxury accessories brands by revenue, attributing each label a score from -100 to +100 to reflect how positive the sentiments expressed about them were.
 
Italian jeweller Pomellato took the top spot with 99%, followed by Paris-based Van Cleef & Arpels (96%) in second, and Acqua di Parma and John Lobb which came in joint third with 95%.

These scores were way above those achieved by such industry heavy weights as Bottega Veneta (89%), Prada (88%), Louis Vuitton (82%) and Chanel (73%), while Gucci set a lower limit with a score of 54%, accompanied at the bottom end of the scale by Chloé and Brioni.
 
“Sentiment tells brands and marketers everything about the consumers you hope to reach, what they want from you, what they want from competitors, and how badly they want it,” said Paige Leidig, NetBase’s chief marketing officer in a release. “Many luxury brands have high sentiment on social media, therefore it is vital for CMOs and brand managers to understand how they can differentiate themselves and drive positive consumer passion.”
 
Nonetheless, NetBase also emphasised that these percentages are only a small part of the wider “sentiment analysis” picture, highlighting the case of Coach, which has a relatively high rate of net sentiment compared to competitors like Louis Vuitton, Gucci and Chanel, but commands a much smaller share of brand conversation in social channels.
 
Either way, with luxury accessories accounting for 62% of the 87-billion-euro European personal luxury goods market according to the analytics firm, it seems that brands would do well to keep close tabs on just how positive the sentiments being voiced about them on social media are.
 
The full “2018 Europe Luxury Accessories Social Sentiment Report” can be downloaded on NetBase’s website.

Copyright © 2022 FashionNetwork.com All rights reserved.