Nowadays, luxury brands are expanding their brand content strategies in order to enrich their universes and connect with their audiences. However, it is important to question whether the image these brands wish to portray is truly aligned with how their audiences perceive them. Business of Fashion, a British media outlet, delved into this subject with the help of artificial intelligence.
Business of Fashion conducted a study called the Brand Magic Index, which aimed to examine how the core values advocated by brands resonate with consumers. To accomplish this, the media outlet partnered with the artificial intelligence platform Quilt.AI. Quilt.AI used a series of algorithms to detect and analyze thousands of posts published on popular social media platforms including Instagram, YouTube, TikTok, and Weibo. The study focused on posts between May 1st and July 31st, 2023.
The study focused on a corpus of 50 fashion and luxury brands. The social listening insights gathered from these platforms enabled the researchers to define a values alignment score. This score was based on the 12 archetypes identified by Swiss psychiatrist Carl Gustav Jung in the early 20th century. The advocated and perceived values were divided into four main categories expressing fundamental needs: Independence, Belonging, Mastery, and Stability.
According to the Brand Magic Index 2023, Italian brand Miu Miu emerged as the most aligned brand with a score of 95/100. Miu Miu’s focus on “new creativity” resonates well with its audience and enhances its desirability. Armani and BOSS also scored high with a score of 92/100. Armani’s founder, Giorgio Armani, has maintained a strong image of coherence since the beginning. Meanwhile, BOSS has benefited from a strategy to enhance the readability and distinctiveness of its brands.
On the other end of the spectrum, Lanvin and Gucci ranked lower in terms of alignment with their perceived values. Lanvin scored 62/100, struggling to adopt a clear identity positioning. However, with ongoing restructuring, the brand is expected to announce the name of the individual who will lead its upcoming collections. Gucci, with a score of 58, is currently undergoing a creative transition. It has shifted from Alessandro Michele’s baroque style to embrace the quiet luxury of its new creative director, Sabato de Sarno.
The study also highlighted that the dominant archetype for brands is often that of the Ruler. Brands prioritize defining the boundaries of their expression territory. However, audiences often see these brands in a Hero posture, seeking to prove their intrinsic value.
Overall, the Brand Magic Index provides valuable insights into the alignment of luxury brands with their audiences. By understanding the perceived values of consumers, brands can fine-tune their strategies to better connect with their target market.
To access the full BoF Brand Magic Index 2023 report, click here.
Useful links:
– Brand Magic Index Report
– Business of Fashion website
