Women's bags are one of the most popular and high-margin goods; therefore, business analysts are closely monitoring changes in demand in this market segment. Recently, a study was published jointly by Credit Suisse and online analytics company NetBase, based on an analysis of 200 million English-language blogs, chat rooms and other communication channels. The Online Brand Momentum Index - Handbags was developed by NetBase to provide bank customers with up-to-date information on which companies are best to invest in.
According to the report, the most popular brands among English-speaking users are Ralph Lauren, Fendi, Louis Vuitton and Michael Kors. The least popular are Hermès, Marc Jacobs and Kate Spade.
“Recently, we have seen a significant drop in overall performance across all brands,” commented Christian Buss, Credit Suisse Equity Specialist, on the results. “However, the Coach index fell slightly, while the Michael Kors and Kate Spade indices rose.” The developers of the program take into account not only the frequency of brand mentions, but the strength of emotions associated with it. So, for the program, the verb “love” has more weight when calculating results than the verb “like”. At the same time, negative reviews are taken into account. Oddly enough, he was led by the Hermès brand, whose bags are considered reference ones - it accounts for 22% of negative comments (for comparison, Fendi has only 7%). According to Credit Suisse, this is due to the exclusive positioning of the brand - hence the similar reaction of a wide audience.
But the ubiquitous Louis Vuitton handbags were on the 2nd place in terms of growth dynamics - although the company's financial growth indicators are very modest. This suggests that the brand has a strong position in the minds of users.
Marc Jacobs has experienced the largest drop in user enthusiasm - by 14% from January to June.
The Calvin Klein brand accounted for a significant increase in the index from January to June - 129%, as well as 166% compared to last year. The volume of bags sold by Calvin Klein is the smallest among all the brands analyzed, but from January to June there was a significant increase in this indicator - by 521%. This suggests that the improved product line resonates with consumers.