Vogue and Phronesis Launch Luxury Brand Tracker
June 8 2020
Fashion publisher Vogue Business has launched an index measuring the performance of the world’s top 50 luxury brands, produced in partnership with research firm Phronesis Partners.
Based on more than 200 data points, the Vogue Business Index combines qual and quant approaches to examine five key themes, and is aimed at clients looking to benchmark and to ‘demystify the underlying reasons behind the performance of a brand’.
Vogue Business, launched as an online publication in 2019, is part of London publisher Condé Nast International and is aimed at fashion professionals. Phronesis, which has offices across three continents, aims to ‘simplify growth’ for clients in the consulting, publication and financial services sectors.
The five key themes – consumer sentiment, financial results, omnichannel, digital and environmental, and social & governance – are used to study thirteen key luxury markets from around the world, with consumer data from 8,000 Condé Nast readers providing insights on areas such as brand awareness, perceived quality, brand association, loyalty and purchase intent. Future waves will allow brand performance to be tracked over time.
Stephen Morgan, General Manager of Vogue Business says the Index will provide ‘an objective scorecard for businesses and the industry to understand brand performance and ultimately make better decisions’, and praises Phronesis’ ‘insightful market research and deep understanding of the luxury industry’. Phronesis Partner Binayak Choudhury says the launch is ‘timely as the luxury industry has never faced a bigger challenge than now’.
Web sites: www.phronesis-partners.com and www.voguebusiness.com/membership/vbdi/p/1 .
