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Gen Y Prestige Brand Ranking SCOT T G A L LO W AY N Y U S tern
© L2 2010 L2THINKTANK.COM
May 3, 2010
, NY k r o Y w Ne
A THINK TANK for PRESTIGE BRANDS
er : L2Gen w o n r Registe
ationNe
SCOTT GALLOWAY
STERLING LANIER
The World Gen Y Will Inherit
• HIGH-VELOCITY PRESENTATIONS (TED format) by thought leaders from industry, academia, and Gen Y
• GROUNDBREAKING RESEARCH on Gen Y values, spending power, and media consumption
LAURA McEWEN
The Dynamics of Influence
JARED COHEN
How Gen Y & Technology Are Changing the Course of History
KRYSTAL BALL
How Gen Y Will Govern
JEFF DENBY
Change Starts With Your Underwear
DR. JAY PARKINSON
Gen Y, Health, & the House Call
ERIN SCHRODE
The Green Generation
• EDGE-OF-THE NETWORK product demonstrations
TAVI GEVINSON
• NETWORKING with 500+ senior executives from prestige, media,
CINDY GALLOP
and technology firms
The Unpredictability of Gen Y Make Love Not Porn
om
y heir Da T : 2 e Modul DEMOS
MATTHEW BISHOP
featuring:
tbrite.c
ives Their L : 1 e l Modu The Next “Greatest” Generation
This May, L2’s Generation Next Forum dissects the characteristics, influence, and brand affinities of tomorrow’s affluent consumers. The largest gathering of prestige marketers in North America, L2 forums combine education and entertainment to inspire and enlighten.
.even x t Fo r u m
From the Edge of the Network Five Things Prestige Execs Need to Know About Gen Y
GREG SHOVE
Finding Gen Y Online
ADAM WALDEN
The Evolution of Gaming
JANE BUCKINGHAM
What Gen Y Wants from Your Brand
ANDREW WAGNER
Mindful Consumption: Gen Y & the New Marketplace
BEN KAUFMAN
Social, Product Development, & Gen Y
DOUG AKIN
How Gen Y Can Evangelize Your Brand
SCOTT GALLOWAY
Results of the L2 Gen Y Prestige Ranking
Gen Y Prestige Brand Ranking
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M E T H O D O LO GY
The Prestige Industry’s Crystal Ball
The L2 Gen Y Prestige Brand Ranking L2 has undertaken the largest and most robust study of its kind, surveying 450 high-achieving and high-earning Gen Y adults. On average this sample set is on a trajectory to earn more than $100,000 in the short-term and double their income within the next five years.
Gen Y goodwill is arguably the closest thing to a crystal ball for predicting a prestige brand’s long-term viability. Although currently not the target market, Gen Y is the future of prestige. Here’s why: • Generation Y (born 1977-1994) represents the largest consumer group in U.S. history. Estimated at 70 million to 85 million strong or roughly 25% of the U.S. population, Gen Y is larger than the Baby Boomer generation and is supplanting them as the most important economic force.1
The Panel: • 448 individuals; average age 28.5 • 55% female; 45% male • From 45 countries including the U.S. (68%), India
(6%), China (3%), Brazil (2%), France (2%), Canada
(2%), Mexico (1%), the U.K. (1%), and Italy (1%)
• 83% expect to make more than $100,000 per year in
• Gen Y’s annual spending power exceeds $200 billion. They also influence another $50 billion2 in purchases. • By 2017 Gen Y will eclipse Boomers in spending power.3 • Both Boomers and Gen X look to Gen Y for style and trend cues. • Unlike Boomers, who are moving out of their prime earning and spending years, Gen Y is just beginning their household formation years, during which their already robust spending will skyrocket.
1
Harris Interactive YouthPulse 2009
2
“Why Generation Y Isn’t Buying Your Products” Retail Customer Experience, February 5, 2010
3
National Retail Foundation: Smart Brief, April 26, 2010
© L2 2010 L2THINKTANK.COM
the short term (next 24 months)
The Questions: • Respondents scored sentiment for 105 iconic
prestige brands
• Six industry categories: Auto, Beauty & Skincare,
Spirits & Champagnes, Fashion, Hotels, Watches
& Jewelry
• Before scoring the brands respondents were asked
unprompted for their five favorite prestige brands
• Respondents were also asked about popular channels
for brand engagement
3
Gen Y Prestige Brand Ranking
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RANKING: ALL BRA N D S FEMALES Rank Brand
Category
Class
Category
Class
Category
Class
1 Chanel
Fashion
Epic
36 Esteé Lauder
Beauty & Skincare
BFF
71 Stila
Beauty & Skincare
Tired
2 Ritz-Carlton
Hotels
Epic
37 Clinique
Beauty & Skincare
BFF
71 Acura
Auto
Tired
3 Four Seasons
Hotels
Epic
38 Shiseido
Beauty & Skincare
BFF
73 Movado
Watches & Jewelry
Tired
4 Marc Jacobs
Fashion
Epic
39 Moët & Chandon
Spirits & Champagnes
Whatever
74 Benefit
Beauty & Skincare
Tired
5 Cartier
Watches & Jewelry
Epic
40 St. Regis
Hotels
Whatever
75 Hennessy
Spirits & Champagnes
Tired
6 BMW
Auto
Epic
41 Grey Goose
Spirits & Champagnes
Whatever
76 Van Cleef & Arpels
Watches & Jewelry
Tired
7 Mercedes-Benz
Auto
Epic
42 Mandarin Oriental
Hotels
Whatever
77 Belvedere
Spirits & Champagnes
Tired
8 W Hotels
Hotels
Epic
43 Bentley
Auto
Whatever
78 Bombay Sapphire
Spirits & Champagnes
Tired
9 Prada
Fashion
Epic
44 Givenchy
Fashion
Whatever
79 Cadillac
Auto
Tired
10 Audi
Auto
Epic
45 Jaguar
Auto
Whatever
80 Tanqueray
Spirits & Champagnes
Tired
11 Hermes
Fashion
Epic
45 Fendi
Fashion
Whatever
81 Bulova
Watches & Jewelry
Off the Grid
12 Tiffany
Watches & Jewelry
Epic
47 Aston Martin
Auto
Whatever
82 Bally
Fashion
Off the Grid
13 Gucci
Fashion
BFF
48 Harry Winston
Watches & Jewelry
Whatever
82 Peninsula
Hotels
Off the Grid
14 MAC
Beauty & Skincare
BFF
49 Lamborghini
Auto
Whatever
84 Chopard
Watches & Jewelry
Off the Grid
15 Salvatore Ferragamo
Fashion
BFF
50 Valentino
Fashion
Whatever
85 Maker's Mark
Spirits & Champagnes
Off the Grid
16 Burberry
Fashion
BFF
50 DeBeers
Watches & Jewelry
Whatever
86 Lotus
Auto
Off the Grid
17 Porsche
Auto
BFF
52 TAG Heuer
Watches & Jewelry
Whatever
87 Piaget
Watches & Jewelry
Off the Grid
18 Christian Dior
Fashion
BFF
53 Kate Spade
Fashion
Whatever
88 Trump
Hotels
Off the Grid
19 Lexus
Auto
BFF
54 Versace
Fashion
Whatever
89 Baccarat
Watches & Jewelry
Off the Grid
20 Louis Vuitton
Fashion
BFF
55 Coach
Fashion
Whatever
90 Chivas Regal
Spirits & Champagnes
Off the Grid
20 Rolex
Watches & Jewelry
BFF
56 Bottega Veneta
Fashion
Whatever
91 Fairmont
Hotels
Off the Grid
22 Kiehl's
Beauty & Skincare
BFF
57 Hugo Boss
Fashion
Whatever
92 H. Stern
Watches & Jewelry
Off the Grid
23 Waldorf Astoria
Hotels
BFF
58 Intercontinental
Hotels
Tired
93 Korbel
Spirits & Champagnes
Off the Grid
23 Dom Pérignon
Spirits & Champagnes
BFF
59 Balenciaga
Fashion
Tired
94 Patek Philippe
Watches & Jewelry
Off the Grid
25 Ralph Lauren
Fashion
BFF
60 Park Hyatt
Hotels
Tired
95 Raymond Weil
Watches & Jewelry
Off the Grid
26 YSL
Fashion
BFF
61 NARS
Beauty & Skincare
Tired
96 Audemars Piguet
Watches & Jewelry
Off the Grid
26 Michael Kors
Fashion
BFF
61 Tory Burch
Fashion
Tired
97 Luxury Collection
Hotels
Off the Grid
28 Giorgio Armani
Fashion
BFF
63 David Yurman
Watches & Jewelry
Tired
98 Jaeger-Lecoultre
Watches & Jewelry
Off the Grid
29 L'Occitane
Beauty & Skincare
BFF
64 Ketel One
Spirits & Champagnes
Tired
99 Franck Muller
Watches & Jewelry
Off the Grid
30 Lancôme
Beauty & Skincare
BFF
65 Johnnie Walker
Spirits & Champagnes
Tired
100 Woodford Reserve
Spirits & Champagnes
Off the Grid
31 Ferrari
Auto
BFF
66 Patrón
Spirits & Champagnes
Tired
101 Conrad
Hotels
Off the Grid
32 Bobbi Brown
Beauty & Skincare
BFF
67 Veuve Clicquot
Spirits & Champagnes
Tired
102 IWC
Watches & Jewelry
Off the Grid
32 Bulgari
Watches & Jewelry
BFF
68 Omega
Watches & Jewelry
Tired
103 Graff
Watches & Jewelry
Off the Grid
34 Dolce & Gabbana
Fashion
BFF
69 Infiniti
Auto
Tired
104 Vacheron Constantin
Watches & Jewelry
Off the Grid
35 Land Rover
Auto
BFF
70 Clarins
Beauty & Skincare
Tired
105 Hublot
Watches & Jewelry
Off the Grid
© L2 2010 L2THINKTANK.COM
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Gen Y Prestige Brand Ranking
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RANKING: ALL BRA N D S MALES Rank Brand
Category
Class
Category
Class
Category
Class
1 BMW
Auto
Epic
36 Chanel
Fashion
Whatever
71 Veuve Clicquot
Spirits & Champagnes
Tired
2 Ferrari
Auto
Epic
37 Dolce & Gabbana
Fashion
Whatever
72 Givenchy
Fashion
Tired
3 Porsche
Auto
Epic
38 Versace
Fashion
Whatever
73 L'Occitane
Beauty & Skincare
Tired
4 Lamborghini
Auto
Epic
39 Bulgari
Watches & Jewelry
Whatever
74 Trump
Hotels
Tired
5 Audi
Auto
Epic
40 Coach
Fashion
Whatever
75 Korbel
Spirits & Champagnes
Tired
6 Aston Martin
Auto
Epic
41 Moët & Chandon
Spirits & Champagnes
Whatever
76 Harry Winston
Watches & Jewelry
Tired
7 Four Seasons
Hotels
Epic
42 Christian Dior
Fashion
Whatever
77 David Yurman
Watches & Jewelry
Tired
8 Mercedes-Benz
Auto
Epic
43 Patrón
Spirits & Champagnes
Whatever
78 Piaget
Watches & Jewelry
Tired
9 Ralph Lauren
Fashion
Epic
44 Ketel One
Spirits & Champagnes
Whatever
78 Raymond Weil
Watches & Jewelry
Tired
10 Ritz-Carlton
Hotels
BFF
44 Bombay Sapphire
Spirits & Champagnes
Whatever
80 Woodford Reserve
Spirits & Champagnes
Tired
11 Bentley
Auto
BFF
46 Intercontinental
Hotels
Whatever
81 Bally
Fashion
Tired
12 Hugo Boss
Fashion
BFF
47 Mandarin Oriental
Hotels
Whatever
82 Peninsula
Hotels
Tired
13 W Hotels
Hotels
BFF
48 Park Hyatt
Hotels
Whatever
83 Fairmont
Hotels
Tired
14 Rolex
Watches & Jewelry
BFF
49 Marc Jacobs
Fashion
Whatever
84 Chopard
Watches & Jewelry
Tired
15 Land Rover
Auto
BFF
50 Chivas Regal
Spirits & Champagnes
Whatever
85 IWC
Watches & Jewelry
Tired
16 Lexus
Auto
BFF
51 Cadillac
Auto
Whatever
86 Van Cleef & Arpels
Watches & Jewelry
Off the Grid
17 Giorgio Armani
Fashion
BFF
52 Hennessy
Spirits & Champagnes
Whatever
87 Shiseido
Beauty & Skincare
Off the Grid
18 TAG Heuer
Watches & Jewelry
BFF
53 DeBeers
Watches & Jewelry
Whatever
88 H. Stern
Watches & Jewelry
Off the Grid
19 Johnnie Walker
Spirits & Champagnes
BFF
54 Esteé Lauder
Beauty & Skincare
Whatever
89 Bottega Veneta
Fashion
Off the Grid
20 Grey Goose
Spirits & Champagnes
BFF
54 Tanqueray
Spirits & Champagnes
Whatever
90 Clarins
Beauty & Skincare
Off the Grid
21 Cartier
Watches & Jewelry
BFF
56 Maker's Mark
Spirits & Champagnes
Whatever
90 Baccarat
Watches & Jewelry
Off the Grid
22 Dom Pérignon
Spirits & Champagnes
BFF
57 St. Regis
Hotels
Whatever
92 Audemars Piguet
Watches & Jewelry
Off the Grid
23 Lotus
Auto
BFF
58 Belvedere
Spirits & Champagnes
Whatever
93 Tory Burch
Fashion
Off the Grid
23 Burberry
Fashion
BFF
59 Fendi
Fashion
Tired
94 Bobbi Brown
Beauty & Skincare
Off the Grid
25 Gucci
Fashion
BFF
60 Movado
Watches & Jewelry
Tired
94 Luxury Collection
Hotels
Off the Grid
26 Tiffany
Watches & Jewelry
BFF
61 Lancôme
Beauty & Skincare
Tired
96 Franck Muller
Watches & Jewelry
Off the Grid
27 Waldorf Astoria
Hotels
BFF
62 Patek Philippe
Watches & Jewelry
Tired
96 Hublot
Watches & Jewelry
Off the Grid
28 Jaguar
Auto
Whatever
63 Clinique
Beauty & Skincare
Tired
98 Jaeger-Lecoultre
Watches & Jewelry
Off the Grid
29 Hermes
Fashion
Whatever
64 Kate Spade
Fashion
Tired
99 Conrad
Hotels
Off the Grid
30 Omega
Watches & Jewelry
Whatever
65 Kiehl's
Beauty & Skincare
Tired
100 Vacheron Constantin
Watches & Jewelry
Off the Grid
31 Louis Vuitton
Fashion
Whatever
66 YSL
Fashion
Tired
101 Balenciaga
Fashion
Off the Grid
32 Infiniti
Auto
Whatever
67 Bulova
Watches & Jewelry
Tired
102 Graff
Watches & Jewelry
Off the Grid
33 Acura
Auto
Whatever
68 Michael Kors
Fashion
Tired
103 Stila
Beauty & Skincare
Off the Grid
34 Prada
Fashion
Whatever
69 Valentino
Fashion
Tired
104 NARS
Beauty & Skincare
Off the Grid
35 Ferragamo
Fashion
Whatever
70 MAC
Beauty & Skincare
Tired
105 Benefit
Beauty & Skincare
Off the Grid
© L2 2010 L2THINKTANK.COM
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Gen Y Prestige Brand Ranking
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OB SERVATIONS Gen Y Loves Brands 65% of women and 61% of men surveyed consider them-
AVERAGE SCORE PER CATEGORY:
selves brand conscious. Only 1% the women and 3% of the
Females
men do not. Not surprising for a generation that has grown Off the Grid
up in the age of branding and been the target of a barrage of marketing messages since birth.
The Apple of My Eye Unprompted, Apple is considered the #1 brand among men and #9 for women. Apple is the #1 most likely next prestige brand purchase for both men and women.
Whatever
Epic
FASHION AUTOMOBILES BEAUTY & SKINCARE HOTELS SPIRITS & CHAMPAGNES
Drive
WATCHES & JEWELRY
Seven of the 10 highest rated brands for men were automobiles—with BMW rated #1. Women rated Auto higher than Beauty & Skincare and second only to Fashion. BMW, Mercedes-Benz, and Audi appeal to men and women appear-
AVERAGE SCORE PER CATEGORY:
ing on the top 10 lists for both genders. Despite their high
Males
rankings, Cadillac, Jaguar, and Land Rover also registered a significan number of dislikes from men.
You’re Fired! Arguably, it’s better to be disliked than not known at all, and “hated” brands can take solace that strong brands evoke strong reactions. Iconic, logo-driven, brands such as Louis Vuitton and Burberry (for females), generated some of the most bifurcated reactions and, despite appearing in the top 20, are also among the most disliked. Trump is the most disliked prestige brand in the survey. 40% of men and 34% of
Off the Grid
Whatever
Epic
AUTOMOBILES SPIRITS & CHAMPAGNES FASHION HOTELS WATCHES & JEWELRY BEAUTY & SKINCARE
women report they “hate” the brand. The Trump aversion suggests that although supremely brand conscious, Gen Y is wary © L2 2010 L2THINKTANK.COM
6
Gen Y Prestige Brand Ranking
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OB SERVATIONS of flashy self-promotion. Poor perceived corporate citizenship and environmental disregard also elicited negative sentiment: DeBeers and SUV-dominant Land Rover and Cadillac were among the top-10 most hated.
The Old Country In the Fashion category eight of the top 10 brands for women are headquartered in Europe, including legendary fashion houses Chanel, Prada, Hermes and Gucci. Placing second among women in the fashion ranking, Marc Jacobs is the only American brand in the top five and the only first-generation
SOCIAL MEDIA & PRESTIGE BRANDS:
brand to score in the top 10.
Out of Time: Watches & Jewelry Are Not On Gen Y’s Radar Watches & Jewelry are among the lowest rated categories for both men and women. There is a striking lack of brand
% of Respondents Who Engage With Brand Social Media Platforms
50%
45%
40%
awareness. Although legendary brands Cartier, Tiffany, and Rolex still rank high, there are seven prestige Watch & Jewelry brands that 50% of the respondents do not know.
Will You Be My Friend?
30%
20%
19%
One in five Gen Y respondents like a prestige brand on Facebook, and one in 10 follow a prestige brand on Twitter. Almost
8%
10%
half have signed up to receive email from a prestige brand.
1%
The survey highlights that brands embracing social media are enjoying strong word-of-mouth within this cohort.
E-commerce: The Train Is Leaving
0% LIKE ON FACEBOOK
FOLLOW ON TWITTER
SUBSCRIBE TO YOUTUBE
RECEIVE EMAIL
The store is still the dominant channel, but more than half of the women purchased luxury goods on discount sites, such © L2 2010 L2THINKTANK.COM
7
Gen Y Prestige Brand Ranking
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OB SERVATIONS as Gilt.com (54%), and retail sites, including Net-A-Porter.com
W H AT I S I MPORTANT TO YOU IN A PRESTIGE BRAND?
(53%), yet less than one-third purchased directly from a brand
% of All Respondents
site. Female adoption of these web portals signals a shift in luxury retail and is an indication of things to come. Without robust direct-to-consumer e-commerce strategies, luxury brands risk leaving their brands, and the rich sales and marketing data, in the hands of third party retailers.
0%
20%
40%
Print is not dead, and it continues to be a primary source for information on prestige brands. It is the #1 source for women and #2 for men. Word of mouth recommendations from family & friends are also crucial, ranking #1 for men and #2 for women. Although respondents do not seem to be directly engaging with brands via social media, almost one in five Gen Y’s consider blogs
80%
100%
82%
QUALITY
46%
AUTHENTICITY
44%
IMAGE
Print Holding and Blogs Rising
60%
41%
CREATIVITY
37%
EXCLUSIVITY
20%
HERITAGE
12%
INNOVATION
8%
SOCIAL RESPONSIBILITY
6%
PERSONALIZATION
4%
COMMUNITY
one of their top three sources for information on prestige brands.
The Pillars of Luxury Still Stand
W H E R E DO YOU PURCHASE PRESTIGE BRANDS? % of Female Respondents
Traditional luxury signifiers, quality, authenticity and image, were the most important attributes of a prestige brand for both
0%
men and women. Meanwhile, heritage and exclusivity, often linchpins of luxury marketing campaigns, take a back seat. Standing on these pillars, iconic brands like Chanel, Cartier, and Tiffany still resonate (particularly with women).
20%
60%
100%
54%
FLASH SITE SALE
53%
RETAILER SITE
27% 11%
OTHER ONLINE MOBILE
80%
86%
IN-STORE
BRAND SITE
© L2 2010 L2THINKTANK.COM
40%
1%
8
Gen Y Prestige Brand Ranking
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OB SERVATIONS TOP BRANDS UNPROMPTED: Fe m a l e s
© L2 2010 L2THINKTANK.COM
9
Gen Y Prestige Brand Ranking
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OB SERVATIONS TOP BRANDS UNPROMPTED: Males
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Gen Y Prestige Brand Ranking
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CASE STUDIES Gen Y Prodigy: MARC JACOBS Marc Jacobs has built a variety of next-generation communities both on and offline. Foursquare & Social Media: Marc Jacobs fostered a unique following at Fashion Week 2010, with behind-the-scenes tweets from President Robert Duffy and live online streams of its shows. In addition, Marc Jacobs partnered with geo-tagging company Foursquare during Fashion Week, challenging enthusiasts to “check-in” and unlock badges at any of the Marc by Marc Jacobs stores in New York. Accessibility:
MarcJacobs.com: 2010 Fall/Winter Runway Video
With diffusion lines Marc by Marc Jacobs and Little Marc, the designer has been able to recruit a loyal Gen Y following. To buttress its street cred in the New York community, Marc Jacobs is opening of a bookstore in Greenwich Village. Marc Jacobs has also been among the first top-tier designers to embrace online distribution through popular “Members’ Only” flash sites including Gilt Groupe. The brand recently announced that it is launching DTC e-commerce.
Foursquare.com: Marc Jacobs badges
© L2 2010 L2THINKTANK.COM
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Gen Y Prestige Brand Ranking
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CASE STUDIES Gen Y Prodigy: AUDI The German automaker has pulled many levers to capture the attention of the next generation of consumers: a fresh and affordable entry model, innovative systems for fuel efficiency, and a ubiquitous social media presence. Early Access:
Audi A1 on Audi.com
Costing less than $25,000, the A1 model offers younger enthusiasts the opportunity to become Audi drivers without breaking the bank. The fuel-efficient, two-door hatchback is Audi’s answer to the Mini Cooper, a popular vehicle among young professionals. Responsible Engineering: The compact A1 reflects Audi’s broader efforts to create a col-
Audi Space on Sony Playstation Home
lection of green cars and engines. Audi’s cutting-edge lineup has captured the attention of the environmentally conscious with electric-powered models and diesel-powered engines. Digital Savvy: Earlier this year, Audi bested icons BMW and Mercedes-Benz to earn the top spot in L2’s Digital IQ Index for auto brands. This accomplishment is a tribute to the company’s deft use of
Concept cars on Audi Facebook page
online platforms including Facebook to provide sneak peeks of concept cars and solicit user feedback for the LA Design Challenge; the iPhone to create a set of three mobile gaming apps; Sony’s Playstation Home to build a virtual Audi Space; and YouTube to distribute high-profile commercial teasers casting Justin Timberlake. In addition, Audi will be showcasing its award-winning R8 and other models in the summer blockbuster Iron Man 2.
© L2 2010 L2THINKTANK.COM
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Gen Y Prestige Brand Ranking
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C ASE ST UD IES Gen Y Prodigy: CHANEL Chanel proves that true luxury still resonates with Gen Y. Makeup & Fragrance: Although the brand may be best known for its chic suits and quilted handbags, Chanel’s most profitable businesses are its beauty and fragrance divisions. By offering an affordable and relevant entry point through its makeup counters, Chanel has been able to establish a beachhead with Gen Y consumers.
Chanel.com: Beauty and fragrance page Chanel iPhone app
New Media & Traditional Assets: The French designer has elevated its online presence, taking over its Facebook page from a fan in November 2009 and building a dramatic following around perfume brand Chanel No. 5. Chanel was one of the first fashion powerhouses to experiment with new media, distributing short online films, cre-
Chanel Facebook Page: Rouge Coco Tab
ating podcasts and a downloadable iPhone app. In February, Chanel announced plans to expand its e-commerce platform to include eyewear and accessories in addition to its current beauty offerings.
Chanel-news.com
Chanel.com: Chanel No. 5 site page with Night Train short film starring Audrey Tautou
© L2 2010 L2ThinkTank.com
13
Gen Y Prestige Brand Ranking
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CASE STUDIES Gen Y Prodigy: MAC Going Green: Makeup Art Cosmetics (MAC) scores with social responsibility. To meet the demands of green-conscious consumers, MAC’s Back to MAC recycling programs promoted “eco-friendly” packaging; rewarding participants with a free sample product in exchange for used containers. In addition, with the help of spokeswomen Lady Gaga, the beauty brand recently raised $2.5 million in a global campaign for HIV AIDS awareness. Gen Y’s Makeup Brand: Through provocative design and innovative merchandising, MAC has remained relevant with both consumers and the next generation of makeup artists. This year MAC began collaborating with London-based department store Liberty, in its new Give Me Liberty of London
MAC PRO website
Collection. The MAC PRO program has also been critical to building a base of loyal fans and brand ambassadors in the industry: for an annual fee, cosmetic professionals and students receive discounts and opportunities to engage in workshops and networking sessions. The company has bolstered these grassroots efforts with an industry-leading digital media strategy: with tips and how-to videos on YouTube and Facebook, and a Twitter presence that empowers its makeup artists to evangelize the brand. MAC AIDS Fund: Supported by Lady Gaga & Cindy Lauper “From Our Lips” campaign
MAC YouTube Channel: Artists in Action video series
© L2 2010 L2THINKTANK.COM
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Gen Y Prestige Brand Ranking
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RANKING: BY CATE G O R Y AUTOMOBILES FEMALES Rank Brand
MALES
Category
Class
1 BMW
Auto
Epic
2 Mercedes-Benz
Auto
Epic
3 Audi
Auto
4 Porsche
Rank Brand
Category
Class
1 BMW
Auto
Epic
2 Ferrari
Auto
Epic
Epic
3 Porsche
Auto
Epic
Auto
BFF
4 Lamborghini
Auto
Epic
5 Lexus
Auto
BFF
5 Audi
Auto
Epic
6 Ferrari
Auto
BFF
6 Aston Martin
Auto
Epic
7 Land Rover
Auto
BFF
7 Mercedes-Benz
Auto
Epic
8 Bentley
Auto
Whatever
8 Bentley
Auto
BFF
9 Jaguar
Auto
Whatever
9 Land Rover
Auto
BFF
10 Aston Martin
Auto
Whatever
10 Lexus
Auto
BFF
11 Lamborghini
Auto
Whatever
11 Lotus
Auto
BFF
12 Infiniti
Auto
Tired
12 Jaguar
Auto
Whatever
13 Acura
Auto
Tired
13 Infiniti
Auto
Whatever
14 Cadillac
Auto
Tired
14 Acura
Auto
Whatever
15 Lotus
Auto
Off the Grid
15 Cadillac
Auto
Whatever
BEAUTY & SKINCARE FEMALES Rank Brand
MALES Class
Rank Brand
Category
Class
Beauty & Skincare
Whatever
1 MAC
Beauty & Skincare
BFF
1 Esteé Lauder
2 Kiehl's
Beauty & Skincare
BFF
2 Lancôme
Beauty & Skincare
Tired
3 L'Occitane
Beauty & Skincare
BFF
3 Clinique
Beauty & Skincare
Tired
4 Lancôme
Beauty & Skincare
BFF
4 Kiehl's
Beauty & Skincare
Tired
5 Bobbi Brown
Beauty & Skincare
BFF
5 MAC
Beauty & Skincare
Tired
6 Esteé Lauder
Beauty & Skincare
BFF
6 L'Occitane
Beauty & Skincare
Tired
BFF
7 Shiseido
Beauty & Skincare
Off the Grid Off the Grid
7 Clinique
© L2 2010 L2THINKTANK.COM
Category
Beauty & Skincare
8 Shiseido
Beauty & Skincare
BFF
8 Clarins
Beauty & Skincare
9 NARS
Beauty & Skincare
Tired
9 Bobbi Brown
Beauty & Skincare
Off the Grid
10 Clarins
Beauty & Skincare
Tired
10 Stila
Beauty & Skincare
Off the Grid
11 Stila
Beauty & Skincare
Tired
11 NARS
Beauty & Skincare
Off the Grid
12 Benefit
Beauty & Skincare
Tired
12 Benefit
Beauty & Skincare
Off the Grid
15
Gen Y Prestige Brand Ranking
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RANKING: BY CATE G O R Y
FASHION FEMALES Rank Brand
© L2 2010 L2THINKTANK.COM
MALES
Category
Class
1 Chanel
Fashion
Epic
2 Marc Jacobs
Fashion
Epic
3 Prada
Fashion
4 Hermes 5 Gucci
Rank Brand
Category
Class
1 Ralph Lauren
Fashion
Epic
2 Hugo Boss
Fashion
BFF
Epic
3 Giorgio Armani
Fashion
BFF
Fashion
Epic
4 Burberry
Fashion
BFF
Fashion
BFF
5 Gucci
Fashion
BFF
6 Salvatore Ferragamo
Fashion
BFF
6 Hermes
Fashion
Whatever
7 Burberry
Fashion
BFF
7 Louis Vuitton
Fashion
Whatever
8 Christian Dior
Fashion
BFF
8 Prada
Fashion
Whatever
9 Salvatore Ferragamo
9 Louis Vuitton
Fashion
BFF
Fashion
Whatever
10 Ralph Lauren
Fashion
BFF
10 Chanel
Fashion
Whatever
11 YSL
Fashion
BFF
11 Dolce & Gabbana
Fashion
Whatever
12 Michael Kors
Fashion
BFF
12 Versace
Fashion
Whatever
13 Giorgio Armani
Fashion
BFF
13 Coach
Fashion
Whatever
14 Dolce & Gabbana
Fashion
BFF
14 Christian Dior
Fashion
Whatever
15 Givenchy
Fashion
Whatever
15 Marc Jacobs
Fashion
Whatever
16 Fendi
Fashion
Whatever
16 Fendi
Fashion
Tired
17 Valentino
Fashion
Whatever
17 Kate Spade
Fashion
Tired
18 Kate Spade
Fashion
Whatever
18 YSL
Fashion
Tired
19 Versace
Fashion
Whatever
19 Michael Kors
Fashion
Tired
20 Coach
Fashion
Whatever
20 Valentino
Fashion
Tired
21 Bottega Veneta
Fashion
Whatever
21 Givenchy
Fashion
Tired
22 Hugo Boss
Fashion
Whatever
22 Bally
Fashion
Tired
23 Balenciaga
Fashion
Tired
23 Bottega Veneta
Fashion
Off the Grid
24 Tory Burch
Fashion
Tired
24 Tory Burch
Fashion
Off the Grid
25 Bally
Fashion
Off the Grid
25 Balenciaga
Fashion
Off the Grid
16
Gen Y Prestige Brand Ranking
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RANKING: BY CATE G O R Y HOTELS FEMALES Rank Brand
MALES
Category
Class
Rank Brand
Category
Class
1 Ritz-Carlton
Hotels
Epic
1 Four Seasons
Hotels
Epic
2 Four Seasons
Hotels
Epic
2 Ritz-Carlton
Hotels
BFF
3 W Hotels
Hotels
Epic
3 W Hotels
Hotels
BFF
4 Waldorf Astoria
Hotels
BFF
4 Waldorf Astoria
Hotels
BFF
5 St. Regis
Hotels
Whatever
5 Intercontinental
Hotels
Whatever
6 Mandarin Oriental
Hotels
Whatever
6 Mandarin Oriental
Hotels
Whatever
7 Intercontinental
Hotels
Tired
7 Park Hyatt
Hotels
Whatever
8 Park Hyatt
Hotels
Tired
8 St. Regis
Hotels
Whatever
9 Peninsula
9 Trump
Hotels
Off the Grid
Hotels
Tired
10 Trump
Hotels
Off the Grid
10 Peninsula
Hotels
Tired
11 Fairmont
Hotels
Off the Grid
11 Fairmont
Hotels
Tired
12 Luxury Collection
Hotels
Off the Grid
12 Luxury Collection
Hotels
Off the Grid
13 Conrad
Hotels
Off the Grid
13 Conrad
Hotels
Off the Grid
SPIRITS & CHAMPAGNES FEMALES Rank Brand
© L2 2010 L2THINKTANK.COM
MALES
Category
Class
Rank Brand
Category
Class
1 Dom Pérignon
Spirits & Champagnes
BFF
1 Johnnie Walker
Spirits & Champagnes
BFF
2 Moët & Chandon
Spirits & Champagnes
Whatever
2 Grey Goose
Spirits & Champagnes
BFF
3 Grey Goose
Spirits & Champagnes
Whatever
3 Dom Pérignon
Spirits & Champagnes
BFF
4 Ketel One
Spirits & Champagnes
Tired
4 Moët & Chandon
Spirits & Champagnes
Whatever
5 Johnnie Walker
Spirits & Champagnes
Tired
5 Patrón
Spirits & Champagnes
Whatever
6 Patrón
Spirits & Champagnes
Tired
6 Ketel One
Spirits & Champagnes
Whatever
7 Veuve Clicquot
Spirits & Champagnes
Tired
7 Bombay Sapphire
Spirits & Champagnes
Whatever
8 Hennessy
Spirits & Champagnes
Tired
8 Chivas Regal
Spirits & Champagnes
Whatever
9 Belvedere
Spirits & Champagnes
Tired
9 Hennessy
Spirits & Champagnes
Whatever
10 Bombay Sapphire
Spirits & Champagnes
Tired
10 Tanqueray
Spirits & Champagnes
Whatever
11 Tanqueray
Spirits & Champagnes
Tired
11 Maker's Mark
Spirits & Champagnes
Whatever
12 Maker's Mark
Spirits & Champagnes
Off the Grid
12 Belvedere
Spirits & Champagnes
Whatever
13 Chivas Regal
Spirits & Champagnes
Off the Grid
13 Veuve Clicquot
Spirits & Champagnes
Tired
14 Korbel
Spirits & Champagnes
Off the Grid
14 Korbel
Spirits & Champagnes
Tired
15 Woodford Reserve
Spirits & Champagnes
Off the Grid
15 Woodford Reserve
Spirits & Champagnes
Tired
17
Gen Y Prestige Brand Ranking
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RANKING: BY CATE G O R Y
WATCHES & JEWELRY FEMALES Rank Brand
© L2 2010 L2THINKTANK.COM
MALES
Category
Class
1 Cartier
Watches & Jewelry
Epic
2 Tiffany
Watches & Jewelry
Epic
3 Rolex
Watches & Jewelry
4 Bulgari 5 Harry Winston
Rank Brand
Category
Class
1 Rolex
Watches & Jewelry
BFF
2 TAG Heuer
Watches & Jewelry
BFF
BFF
3 Cartier
Watches & Jewelry
BFF
Watches & Jewelry
BFF
4 Tiffany
Watches & Jewelry
BFF
Watches & Jewelry
Whatever
5 Omega
Watches & Jewelry
Whatever
6 DeBeers
Watches & Jewelry
Whatever
6 Bulgari
Watches & Jewelry
Whatever
7 TAG Heuer
Watches & Jewelry
Whatever
7 DeBeers
Watches & Jewelry
Whatever
8 David Yurman
Watches & Jewelry
Tired
8 Movado
Watches & Jewelry
Tired
9 Patek Philippe
9 Omega
Watches & Jewelry
Tired
Watches & Jewelry
Tired
10 Movado
Watches & Jewelry
Tired
10 Bulova
Watches & Jewelry
Tired
11 Van Cleef & Arpels
Watches & Jewelry
Tired
11 Harry Winston
Watches & Jewelry
Tired
12 Bulova
Watches & Jewelry
Off the Grid
12 David Yurman
Watches & Jewelry
Tired
13 Chopard
Watches & Jewelry
Off the Grid
13 Piaget
Watches & Jewelry
Tired
14 Piaget
Watches & Jewelry
Off the Grid
14 Raymond Weil
Watches & Jewelry
Tired
15 Baccarat
Watches & Jewelry
Off the Grid
15 Chopard
Watches & Jewelry
Tired
16 H. Stern
Watches & Jewelry
Off the Grid
16 IWC
Watches & Jewelry
Tired
17 Patek Philippe
Watches & Jewelry
Off the Grid
17 Van Cleef & Arpels
Watches & Jewelry
Off the Grid
18 Raymond Weil
Watches & Jewelry
Off the Grid
18 H. Stern
Watches & Jewelry
Off the Grid
19 Audemars Piguet
Watches & Jewelry
Off the Grid
19 Baccarat
Watches & Jewelry
Off the Grid
20 Jaeger-Lecoultre
Watches & Jewelry
Off the Grid
20 Audemars Piguet
Watches & Jewelry
Off the Grid
21 Franck Muller
Watches & Jewelry
Off the Grid
21 Franck Muller
Watches & Jewelry
Off the Grid
22 IWC
Watches & Jewelry
Off the Grid
22 Hublot
Watches & Jewelry
Off the Grid
23 Graff
Watches & Jewelry
Off the Grid
23 Jaeger-Lecoultre
Watches & Jewelry
Off the Grid
24 Vacheron Constantin
Watches & Jewelry
Off the Grid
24 Vacheron Constantin
Watches & Jewelry
Off the Grid
25 Hublot
Watches & Jewelry
Off the Grid
25 Graff
Watches & Jewelry
Off the Grid
18
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