According to a study conducted by YouGov, Dior, Chanel, and Saint Laurent have emerged as the top brands in the French luxury market since the start of the pandemic. The study analyzed the behavior of 660,000 respondents and 1,300 brands between May 2020 and 2021. It revealed that luxury shoppers were more inclined towards purchasing fragrances and cosmetics rather than fashion items.
The study ranked the brands based on perceived quality, and Dior, Chanel, Yves Saint Laurent, Louis Vuitton, and Hermès secured the top positions. The remaining spots in the top 10 were occupied by Cartier, Ray-Ban, Hugo Boss, Longchamp, and Montblanc. Interestingly, the study found that 57% of luxury shoppers in the past year were men, while 21% were between the ages of 45 and 54. Additionally, 33% of luxury shoppers lived in large cities.
Product quality was the top motivation for purchasing luxury products, with 80% of respondents mentioning it. The brand itself was considered by 53% of respondents, and 41% highlighted product design as an important factor.
In terms of the luxury market, cosmetics took center stage. A staggering 73% of luxury shoppers purchased perfumes, while 35% bought beauty products. Chanel stood out among cosmetics brands, particularly with its fragrances such as Bleu, Allure, and the iconic N°5, which achieved an average positive impression score of 50%. Dior, known for scents like Dior Homme, Eau Sauvage, and Miss Dior, scored an average of 48%. L’Oréal Paris achieved a score of 47%, followed by Yves Saint Laurent with 44% and Clarins with 33%.
However, luxury fashion received less attention from consumers. Only 33% of respondents purchased accessories, 30% bought footwear, and 21% purchased watches. The study also examined the media channels that successfully maintained the connection between luxury brands and customers over the past year. TV advertisements emerged as the most effective channel, followed by online content and print.
Looking ahead, the study found that 50% of respondents expected to maintain the same level of spending on luxury products in the coming year, while 11% anticipated spending more. Luxury will also continue to play a role in the social lives of shoppers. More than half of the respondents stated that they would only watch events organized by brands they liked, and 27% indicated that they were actively seeking experiences that would allow them to create quality content to stand out on social media.
This study highlights the changing preferences of luxury consumers in France during the pandemic. With Dior, Chanel, and Saint Laurent leading the way in cosmetics and fragrances, it is evident that these brands have successfully captivated the attention and loyalty of luxury shoppers. As the industry looks to the future, maintaining a strong presence across various media channels will be crucial in engaging with consumers and driving continued success in the French luxury market.
Useful links:
– Dior official website
– Chanel official website
