Vogue Business launches brand insight index
Vogue Business has partnered with Singapore-based research firm Phronesis Partners on the launch of an index that measures the performance of the world’s top luxury brands.
The Vogue Business Index is said to be based on 200 data points, combining qualitative and quantitative approaches to areas including consumer sentiment, financial results, digital, environmental, social and governance.
The index is part of Vogue’s Business Data and Insights, membership into which provides “individuals and companies operating in the global fashion, beauty and luxury industries with qualitative and quantitative-based insights, research and data”.
Consumer data from 8,000 readers of Condé Nast (which owns Vogue Business) provides insights in areas including brand awareness, perceived quality, brand association, loyalty and purchase intent. Vogue Business said brand performance will be tracked over time.
The index is expected to help the industry and businesses better understand brand performance and make more informed decisions, according to Stephen Morgan, general manager of Vogue Business.
Phronesis gave a glimpse into the nature of such insights in a recent post on social media, which linked to a membership page for the new index. “Luxury consumers tend to be female (58%),” the tweet said; and “younger in countries with fast growth.”
