Chanel amongst premium brands that French consumers prefer
The firm specializing in measuring ‘brand value’ are currently carrying out monthly surveys in an effort to measure the desirability of twelve major brands.
The latest research is featured in the eighth edition of this barometer, whereby on assessing brands that French women prefer in department stores and perfumeries, Chanel led the way with 57 per cent, Dior at 49 per cent and Yves Saint Laurent with 11 per cent.
Conducted from the 19th to the 23rd of April, the study was applied to a nationally representative sample of 1,012 of people aged 18 and over while also measuring brands’ awareness.
Couture leading the way
Brands are ranked in decreasing order, based on the difference between positive answers (7-6 per cent) and negative answers (1-2 per cent) order. Thus the desirability score for Chanel is 57 per cent (60%-03%), meaning it beats all competitors in this study.
“If this legendary brand knows how to rock the heart of French women, it is due to its DNA, which is the epitome of French luxury and elegance but also to more than a century-long history. More than a brand, Chanel is part of the national cultural heritage,” the firm explains.
In second place with a score of 49 per cent is Dior which is set to celebrate its 70th anniversary in 2016. The brand has been putting great emphasis on innovation of late, particularly with the likes of its 'Lip Glow Dior Addict Dior Chérie Bow Edition', a product that reacts to the moisture rate in lips.
Taking the place of third is Yves Saint Laurent Beauty at 42 per cent, which as a part of the L’Oréal group since 2008, is reported as having developed “a powerful and consistent marketing strategy that is carefully implemented over time.”
Skin care still gets a look in..
According to market researcher while haute couture cosmetic brands allow French women to get access to their share of the luxury world, "a number of women want to associate skincare and beauty during a cosmetic purchase."
In this instance, Clarins was reported as ranking in at fifth place with 40 per cent while Clinique came in seventh with 25 per cent.
