A new report by Exane BNP Paribas has identified which fashion labels are hot, and which are, well, not.
According to The Business of Fashion, the financial services firm assessed the ‘brand temperature’ of these fashion houses based on the ratio between the editorial coverage they receive in print magazines, and the amount they spent on advertising. The more editorial space a brand is given in relation to their spend makes them ‘hot’ and therefore the most desirable.
Coming in at the top, is of course, Gucci. The Italian brand’s editorial value was up 15% for the first six months of this year, in comparison to the same period last year.
It’s no wonder really. Since Alessandro Michele took over at the helm of Gucci at the beginning of 2015 he has completely reinvented the label, and transformed us all into wannabe Gucci girls. The backless loafers, pussy-bow blouses and snazzy suits you're now seeing all over the high street? All Gucci inspired, of course.
Louis Vuitton and Chanel also saw an increase in ‘hotness’ whereas it’s not such good news for Prada and Giorgio Armani who are reported to be ‘cooling’ due to a decrease in their editorial coverage.
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