The COMPASS Index for Q2 2024 helps uncover the marketing impact across key social media channels in China for luxury and premium fashion brands.

Based on data from both Brand Generated Content (official accounts) as well as User Generated Content (organic mentions and engagements), the index covers WeChat, Douyin, Little Red Book (Xiaohongshu) and Weibo.

The index is a helpful guide to see which brands have invested in, and in turn had success in their digital marketing relative to other luxury benchmarks and brands.

There has never been a more intriguing time to look at how luxury brands are shaping their fortunes in China. With a polarization in performance, subdued consumer confidence, and investors questioning the potential of the segment, it’s a time where brands are being challenged.

But one brand’s challenge is anothers’ opportunity.

The numbers from Q1 financial reports reveal that growth in China itself is overall is reasonably flat, however looking at the global picture, other markets (such as Japan) have enjoyed a boom. A strong driving force of this is the Chinese luxury consumer.

The point of purchase is changing, but the points of influence remain the same.

This creates the intrigue – which brands have successfully activated in China, who is capturing the attention of the most revenue influential consumer.

No index is perfect, but it’s always a good starting point, so who are the biggest risers in Q2 and what can we learn:

Loewe – big celebrity signing? Check. Impactful, local show highlighting heritage? Check. Viral products that create conversation? Check. The brand is quickly becoming the case study on how to blend localization, heritage, luxury experience and cultural talking points.

Balenciaga, Louis Vuitton, Ami Paris, Zegna, and Maison Margiela – From Voyager in Shanghai to Balenciaga’s Spring Summer 2025 show on the bund. From Tabiology in Suzhou and Villa Zegna in Shangia. The impact of experiential shows, live on location, with strong digital marketing support has helped propel them up the rankings.

Brands looking to turn it around – Ferragamo launches up into the top 50, after revitalizing their lady’s footwear heritage. Their Vara shoes have been a mainstay top 5 product on Tmall in the past months. Dolce & Gabbana opened their Casa Dolce & Gabbana in the trendy Zhuangyuan area in Shanghai, blending Sicilian influence, art, in the backdrop of an impressive Shikumen building.