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.
Here’s a quick look at data from the last three months. Both Louis Vuitton and Prada are neck to neck as we can see with Louis Vuitton having a slight edge over Prada. The big peak early in October came from BTS attending a Louis Vuitton event in Seoul. Additionally, Louis Vuitton was in the news for wanting to buy iconic jewellery house Tiffany at that time. For Prada, the peak came in November because of a viral post on Twitter by the account “Liberals of Delhi”, where they describe an over-privileged student with luxury bags being upset over an increase in her hostel fees. Of course, “Prada” items often find a place in the lyrics of popular Bollywood songs and that helps the brand grow in India.
So what are the main emotions associated with these two brands? One would assume that most times it’s going to be a sad smiley because of how steep the prices are. But in fact, we would be wrong in assuming so! The largest emoji for Prada is the “lit” emoji and the corresponding one for Louis Vuitton is the two hearts emoji. So people really do seem to love the products produced by these two brands more than they hate the pricing. Of course, for Louis Vuitton we also see a crying face emoji (Phew!). Interestingly, Prada also has a multitude of flag emojis – Italy, France and India associated with it, unlike Louis Vuitton.