Luxury brands are no stranger to the Indian market – though it’s only recently that they have set up shop in our malls. People no longer rely on their NRI relatives to bring back luxury items from abroad when they’re visiting India. Malls in almost all major cities have a couple of luxury stores. About five years ago we started to see more and more luxury brands entering the Indian market and this segment has grown in spurts since. Let’s take a closer look at how two of these popular brands - Louis Vuitton and Prada - are doing in the Indian market.
Talkwalker, a social media analytics company, based in Luxembourg, takes a closer look at the buzz, using their platform. Talkwalker Analytics analyses the performance of mentions all over the internet and provides key metrics such as engagement, related themes, demographic data, geographic data and influencer data.
Demographic:
These two luxury brands seem to have a special place in the hearts of Gen Z. It’s surprising to see a lion’s share of mentions for both brands coming from Gen Z, followed by millennials. One would assume that for once the mentions would come from the 35+ demographic since this would be directly associated with purchasing power. Also, in terms of genders, there doesn’t seem to be much of a difference between male and female demographic for both brands. Though for Prada, it could also come from the aforementioned song lyrics!
Geographic
Finally, let’s have a look at which part of the country wants to spend their hard earned moolah on Louis Vuitton and which part on Prada. Looks like the country is very vocal about its preferences. In New Delhi – where the majority of the conversation is located, there is a slight partiality for Vuitton, but Mumbai seems to like Prada way more. Chennai, Hyderabad and Bangalore follow in Delhi’s footsteps but with a much stronger preference for Vuitton.
