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Calculated using a blend of engagement across brand generated content and user generated content focus around brands – it offers an insight into which brands are big, small, growing, shrinking, waxing, or waning.

Being a purely marketing driven metric, there is no guarantee of commercial success and only offers one part of the picture, however we have seen strong correlation between our index and the overall growth of brands in China through conversations with our clients.

So who’s up? Who’s down?

The top five remain steadfast in Q3 – with the typical names you’d expect – Christian Dior Couture takes the overall top spot. Bearing in mind this index considers any mention of the brand, Dior’s success is likely driven by the multi category nature of the brand across fashion and cosmetics/beauty.

‍Bally launches itself into our top ten for Q3 – landing at number 6. The brand was also one of the fastest growing brands in the index for Q2 against Q1 – rising 23 places. Another rise of a further six places has given the brand a coveted position just behind some of the big players.

‍Loewe is another brand that has catapulted up the rankings. Interestingly it was highlighted in the Lyst Q2 index as the number one brand, and this success has continued both into China, as well as into Q3

Outside of our top ten we see some notable climbers (rising more than ten places in our 160 brand list): MOSCHINO, Roger Vivier, Max Mara Fashion Group, Bottega Veneta, Miu Miu, and Acne Studios AB‍

We also see some notable fallers (falling more than ten places in our 160 brand list): kate spade new york, Versace, TOD'S, FERRAGAMO, Fendi, and CELINE

‍Tracking this type of index is one way to measure directional brand success, but it is not the only thing brands should consider. Understanding strategic imperatives of your brand, which platforms matter, which ones do not, understanding the presence of 'fake engagement', and considering the quality of your audience are all key in deeply understanding the direction you are going.

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⬆️⬆️⬆️ MOSCHINO is the biggest riser up our list – moving up an incredibly 43places. The nature of our ranking is that rising from low on the list up manyplaces is easier than rising from high places to even higher. The brandscollaboration with Esther Yu has been the key driving factor, highlighting thatthe right celebrity at the right time can significantly drive uplift.

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⬆️⬆️ RogerVivier rose 19 places up our ranking to 22nd. A similarstory of new brand ambassadors with Zhang Linghe being announced drovesignificant engagement across Weibo. While campaigns featuring AngelaBaby setRED alight.

⬆️ Miumiu has long been a highlight globally, with manyhighlighting the Emily in Paris effect to the brands popularity. Given that theTV show was less of a hit in China, the rise in equity has more muted, howeverthe brand has risen 12 places up to 19th this quarter. Similarly, celebritychoice has helped the brand with Zhao JinMai driving the top performing postsfor the brand and much of the consumer conversation.

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There’s no doubt that celebrities still play a keyrole in building awareness about brands, and new celebrities are coming to theforefront on a regular basis. In past years many of the same names haveappeared across the influencer environment for luxury, however we are startingto see new faces being connected with top brands.

One unforgivable mistake that luxury brands (andfor this specific point, western luxury brands) cannot afford to make is tryingto over-leverage western celebrities for use in communication in China. Havinga brand ambassador that is relatable and closer to the Chinese audience is thefirst tenant of building relevance in China.

‍Tracking this type of index is one way to measure directional brand success, but it is not the only thing brands should consider. Understanding strategic imperatives of your brand, which platforms matter, which ones do not, understanding the presence of 'fake engagement', and considering the quality of your audience are all key in deeply understanding the direction you are going.

Q3 is behind us and that means it’s time for our Re-Hub COMPASS China Luxury Index.