A study on consumer patterns in the UAE reveals the country’s favourite luxury brand: Louis Vuitton has been named as the top designer in the UAE for brand loyalty for the second year running.
The top 10 list goes on to include Hugo Boss, Dior, Chanel, Gucci, Cartier, Burberry, Dolce & Gabbana, Hermès and Prada.
The study, conducted by MBLM, surveyed 6,000 shoppers around the world, including 1,000 in the UAE. It looked at how "brand intimacy" affected a consumer’s bond with a brand, with the findings showing that designers with a stronger identity and personalised marketing had better profit and revenue growth.
Interestingly, Gucci is the highest rated on brand identity for men, and the brand is also deemed as an "indulgent" buy. On the other hand, Hermès, which lies on the more quietly elegant end of the luxury spectrum, is considered as a "ritual" brand, that is, one that part of a consumer's daily wardrobe.
The luxury industry took seventh position out of the 15 industries surveyed on brand loyalty, with Louis Vuitton ranking at number 16 across all brands. It was the only luxury name to make the top 40 list.
The patterns and markers that characterise a brand are what help build that loyalty with consumers, the study found, adding an aspirational aspect for customer. Two brands radically shifted position in this year’s survey, with Hugo Boss jumping from twelfth place in 2017 to displace Chanel as number two this year. Dior jumped from eighth place to number three, ranking the highest in the nostalgia archetype within the luxury category.
“The UAE has a complex relationship with the luxury sector,” says William Shintani, managing partner at MBLM. “The category’s performance is average in our market, but given the focus on luxury in our daily lives, there are clear opportunities for brands to enhance the strength of their customer bonds and build stronger emotional connections.”
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