China: most influential luxury fashion brands on media 2021

According to a report on fashion luxury brands, Dior remained the most influential fashion luxury brand in China in the last quarter of 2021. The "Media Impact Value"(MIV^®) of the French high-end fashion house increased slightly to 180 million U.S. dollars. Chanel took the second spot, trailing with 171 million U.S. dollars. Louis Vuitton replaced Gucci as the third with a jump of 45 million U.S. dollars in its MIV^®.

Moving to digital and social

The three luxury labels, in the same order, were also the largest magazine ad spenders in China in 2021. While Dior and Chanel decreased their magazine ad expenditures by over seven percent, Louis Vuitton did the opposite with a five percent increase. Overall, magazine publishers in China took a major hit in 2020 as luxury advertising budget dwindled. Social media, especially Weibo, Xiaohongshu, and WeChat, has become the new marketing frontier of global fashion houses.

Major platforms for social marketing

Among social channels, Weibo brought the highest level of social marketing impact to luxury advertisers in China. The Chinese equivalent Twitter had over 250 million daily active users. However, Chinese Gen Z and millennials preferred Xiaohongshu (aka Little Red Book or RED) to other social media. When it comes to luxury product research, WeChat was still the first option for many Chinese consumers.

Leading fashion luxury brands in China in 4th quarter 2021, based on Media Impact Value* (in million U.S. dollars)

Characteristic	Value in million U.S. dollars
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Release date

January 2022

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Region

China

Survey time period

October 1, 2021 to December 31, 2021

Supplementary notes

* According to the source, Media Impact Value (MIV^®) was based on its proprietary Machine Learning algorithm to measure the value of all marketing activities (including posts, interactions, and articles) across Voices, Channels, and Markets with a unified currency. Finely tuned to specificities of Fashion, Luxury, and Beauty, the algorithm was trained on actual media rates and over 5 years of FLB specific campaign data. It analyzes more than 100 quantitative and qualitative attributes including audience engagement, industry relevance, source authority, and content quality, to create a highly accurate method of measurement. Thus, MIV^® offers a unified way to calculate how brand equity is being created and which strategies create the most ROI.

The measurement covers online media, blogs, Instagram, Facebook, Twitter, TikTok, YouTube, Douyin, Weibo, WeChat, RED, and BiliBili.

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