The Month in Luxury - A review of August 2022

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September 8, 2022
Featured analysis

Fall/Winter collections taking over the month

With summer approaching to the end, we see a big swift in product assortment by seasonality in August, to which consumers are also proactively reacting to become early adopters of Fall/Winter styles and new products.

Among the Top 20 most popular products in the clothing category in August (based on total revenue from Tmall flagship stores):

- 12 products are from Fall/Winter collections by early release and pre-sales at full price, including brands like Totême, MaxMara, CanadaGoose, and Moncler.

- 8 products are from past collections, with heavy discount to clear the inventory with end-of-season promotion, including brands like Theory, Lacoste, and Ami Paris, of which we see a discount of 45% off on average.  

FW collections are already taking over the market share and brands need to find relevant opportunities with the upcoming Double 11 Festival as a key event. Within the clothing category, outwear including down jackets and jackets/coats present the largest opportunities as they occupied more than 40% of market share of the clothing category in 2021 FW season.

Canada Goose has been premiumizing their product listing of down jackets with a price increase YOY by 8.5% in August this year. In jackets/coats category, MaxMara captured the top product position in multiple price ranges in close competition with Burberry last year, while there was a fierce competition in entry-level price ranges.

Brand heat index

We use a combination of search (WeChat, Weibo, and Baidu) and social media content engagement (WeChat, Weibo, XiaoHongShu and Douyin) for both Brand Generated and User Generated content, all for over 170 luxury brands in China to create our Brand Heat Index.

It measures brands that have caused a stir in the past month and a brief overview of how they drove interest and excitement from consumers. We show here the top 5 risers in brand heat for the month of August (vs. July)

Late in August, Shanghai Exhibition Center saw a gathering of celebrities in and event featuring the launch of Bulgari collection – Eden the Garden of Wonders. Brand spokespersons including 吴磊,舒淇,杨洋 and佟丽娅together with many others showed up wearing glamorous pieces of this new collection. The collection was also mentioned when celebrities like 秦海璐, 王丽坤 and陈都灵 wore them to attend the Beijing International Film Festival and 谭卓 shooted for Bazaar magazine’s August cover. The Weibo topic under the same name has generated 470 million impressions and over 1.7 mission posts.

Actor and Singer William陈伟霆was officially announced to be the Brand GlobalAmbassador of Golden Goose in August, featured the launch of a new campaign “非凡有你创(You create the extraordinary) ”in collaboration with artists from all walks of life to demonstrate “The Spirit of the Artist” and creativity echoed by the brand.

“【H】时代(Gen [H])” was the key word to describe Hogan’s August communication concept. With the shape H in all visuals, Brand Global Ambassador 龚俊 together with model 项偞婧 featured in the advertising campaign for the launch for Hogan’s 2022 FW Men and Women collection.

In August, Zenith invited 王津 to join its Brand Ambassador 肖战 in their campaign “计时大师(Master of Chronographs)” to pay tribute to the legacy of craftsmanship in the watchmaking. 王津 is aNational Inheritor of the Restoration Skills of Antique Clocks and gained national popularity as an idol of the Palace Museum from a documentary film aboutChinese antiques restoration years ago.

 

Brands have been leveraging the Metaverse concept to create for new experience for their consumers. In order to promote the sneaker Balmain Unicorn, the brand launched a campaign “WMU平行时空探界计划(Parallel Universe Exploration Program)”where they created a virtual world with 3 virtual figures characterized from idols 米卡,伯远,尹浩宇 from INTO1, a new boy group formed in 2021 from the reality show Produce Camp 2021. The virtual world includes 6 difference universe “Building Virtual” “Behind the Net” “Beyond Time” “Beating Music”“Breakthrough Sports” and “Beneath Imagination”, where the consumer can find the sneakers that they can go to Balmain’s Ecommerce Mini program to complete the online purchase.

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