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Louis Vuitton retains leadership as Saint Laurent pushes into the top five

TikTok strategies drive luxury engagement as brand awareness bounces back in the spring/summer 2023 edition of the Vogue Business Index.
Vogue Business Index Louis Vuitton retains leadership as Saint Laurent pushes into the top five
Artwork: Vogue Business

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Read the Vogue Business Index: Spring/Summer 2023
Companies
Burberry and Saint Laurent make significant gains in consumer perception
The French maison is quickly becoming one of the most iconic brands in consumers’ eyes. But, across the luxury industry, consumers are becoming harder to please on quality.
Technology
Gaming boosts Gucci and Burberry’s innovative edge
Some luxury brands are making bold moves in gaming, while others look to NFTs as use cases. However, biometric and payment regulations could be a challenge as fashion businesses seek to innovate more broadly.
Sustainability
Bottega Veneta holds its lead in sustainability, building on consumer perception
The Italian fashion house gains in the Vogue Business Index for consumer perception of its sustainability efforts, as the industry hones in on plastic waste and inflation puts the spotlight on living wages.
Technology
Dior maintains its stronghold on the digital landscape
The French luxury house taps Korean ambassadors for global relevance with younger consumers, Hugo Boss leads on TikTok, while Prada gains interest from marketing the ‘quiet luxury’ trend.
Retail
Burberry regains its top spot in omnichannel service
The British heritage brand’s comprehensive digital customer service scored highly, while generative AI is set to disrupt clienteling across the industry.

Despite the economic uncertainty facing consumers, the luxury industry remains incredibly resilient. In China, which has faced ongoing challenges with lockdowns and travel restrictions, two-thirds (66 per cent) of luxury consumers say they won’t be spending less on luxury if prices increase. The US follows closely behind, indicating that this is not just felt by emerging markets where the demand for luxury is not always matched by supply. What’s more, our luxury consumer sentiment survey indicates a reversal of the fragmented brand awareness that we saw in the Winter 2022/23 edition of the Index. Now, awareness has bounced back, with the average score (combining both aided and unaided awareness) at its highest level since winter 2021.