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8 May 2006
Auckland
Gucci is the most aspired fashion brand, if money is no object
According to a global online survey of 23,500 consumers in 42 countries conducted by ACNielsen in November 2005, four in five New Zealand internet consumers think designer brands are overpriced and only one fifth believe they are of significantly superior quality than standard brands. Yet when it comes to the most coveted brand if money were no object, fashion powerhouse Gucci takes the lead, followed by Yves Saint Laurent (YSL) and Louis Vuitton (LV).
Across New Zealand, where local designer brands prosper, only a small percentage of NZ’ers stand out for international fashion labels, says the survey. Less than 15 percent of NZ internet consumers claimed they purchase high fashion brands such as YSL (13 percent) and Christian Dior (12 percent). Gucci and Ralph Lauren each command 8 percent of the internet consumer population.
Over 80 percent of NZ internet consumers believe the designer brands are usually overpriced for what they are. Over 35 percent of the Nz’ers polled by ACNielsen claim they do not think the high-end brands are of significantly better quality than standard brands, while over 20 percent agree the quality is superior.
Over half of NZ’ers (55 percent) consider people wear designer brands to project a social status.
When asked about the most coveted brand when money were no object, NZ’ers voted for Gucci (27 percent), YSL (23 percent), LV (22 percent) and Versace (22 percent). Giorgio Armani and Prada followed closely by having 21 and 20 percent of internet consumers standing out for the brand if money is not considered as an object.
“A brand cannot be built overnight and it is even more difficult to sustain”, says Steve Mitchell, Managing Director of ACNielsen NZ. “To be successful in diverse international markets, these designer brands have to consistently ensure the ‘values’ their designs represent will transcend cultures and age groups, although it is not an easy feat in the fickle fashion industry where trends and fads are the order of the day”.
Across Asia Pacific, Louis Vuitton (LV) and Gucci proved to be the most popular aspired brands, with over 30 percent of consumers claiming they would purchase the brand respectively, if money were no object.
The ACNielsen Global Online Survey, the largest twice-yearly survey of its kind, is aimed at gauging consumers’ opinions to a variety of subjects ranging from current confidence levels, spending habits/intentions, current major concerns and attitudes. The online survey interviews 23,500 consumers in 42 markets across Europe, Asia Pacific, UAE, North and Latin America about their current and aspirational fashion brand purchasing.
About ACNielsen
ACNielsen, a VNU business, is the world's leading marketing information provider. Offering services in more than 100 countries, the unit provides measurement and analysis of marketplace dynamics and consumer attitudes and behavior. Clients rely on ACNielsen's market research, proprietary products, analytical tools and professional service to understand competitive performance, to uncover new opportunities and to raise the profitability of their marketing and sales campaigns. To learn more, visit www.acnielsen.co.nz
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