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COUP DE PROJECTEUR NETBASE SUR LES BONNES PRATIQUES : Louis Vuitton

Pour les marques de luxe, il est essentiel de préserver son capital de marque. Bien que le luxe abordable et le style décontracté gagnent en popularité, il faut éviter l’érosion du statut Luxe de votre marque. L’écoute sociale offre de nombreux moyens de mieux comprendre la perception qu’ont les consommateurs de votre marque, et même de mesurer si vos produits conservent ou non leur statut de luxe. Plus précisément, en utilisant l’écoute sociale pour suivre la part de conversation autour des remises, de l’engouement pour la marque et de la part de sentiment, les marques comme Louis Vuitton opposent au capital de la marque de vraies mesures sur les consommateurs.

Dans de nombreux secteurs d’activité, les comparaisons concurrentielles directes pour les mesures du volume et du sentiment sont un bon point d’ancrage. Dans le luxe, il faut aller plus loin. En commençant au plus haut niveau, Gucci est performante en termes de volume tandis que Coach excelle en matière de sentiment. Dans certains cas, le volume de conversation peut porter sur du négatif et être synonyme d’érosion de la marque ; le sentiment n’a pas d’importance dans le luxe s’il est dénué d’engouement marqué pour la marque. C’est en étudiant cette seconde couche de mesures que l’on peut commencer à Comparaison du volume et du sentiment chez la concurrence comprendre le succès de Louis Vuitton. La première analyse vise à étudier la part de conversation sur les remises autour de la marque dans sa globalité. Cette mesure est un bon outil pour les grandes marques de la mode de luxe pour mesurer le capital de la marque. Considérez ceci—plus la conversation à propos des bonnes affaires, des soldes et des marchés secondaires est importante, moins la marque est exclusive. Dans ce cas, il est clair que Coach est à la traîne derrière ses concurrents, bien que le sentiment positif à son égard soit supérieur à d’autres marques (probablement stimulé par la capacité des acheteurs à trouver des soldes et des réductions—au prix de ne plus être une marque de luxe).

Au-delà de la conversation sur les remises, une autre mesure clé pour la catégorie du luxe est l’engouement pour la marque—est-ce que les gens « aiment » ou « adorent » la marque. Nous pouvons aussi évaluer l’engouement pour la marque en comparant le nombre de conversations positives et négatives. Citons l’exemple du Crédit Suisse qui a démontré que la part de conversation négative a un effet négatif sur la performance de la marque sur le marché.¹ Pour analyser la conversation, on peut décomposer la part de voix par type de sentiment—très positif, globalement positif, globalement négatif et très négatif. D’après cette mesure, Louis Vuitton serait encore plus performante que ses concurrentes.

En commençant à gauche, on remarque que Louis Vuitton, Gucci et Coach ont toutes un volume de conversation positive similaire (67–69 %). Cependant, lorsque l’on s’intéresse aux conversations positives autour de l’engouement, Gucci est largement derrière les autres—avec 11 % contre 17 % pour Chanel et Louis Vuitton. Enfin, regardons la conversation négative, l’indicateur utilisé dans l’article sur le Crédit Suisse. En l’occurrence, Louis Vuitton bat les deux marques à plates coutures—avec la plus faible part de conversation négative (11 % vs. 12 % et 15 %) et, surtout, le plus faible volume de conversation négative autour de l’engouement à 2 %.

Une autre manière de visualiser ces données est de combiner le volume, le sentiment et la passion dans la même comparaison—chez NetBase nous appelons cela l’indice d’engouement pour la marque. Dans ce graphique, on constate que Gucci suscite le plus grand nombre de conversations (la plus grosse bulle), mais que Louis Vuitton obtient le plus de conversations positives—et, capital dans ce secteur, la plus passionnée. Alors comment mettre à profit ces informations ? Dans certains cas, l’écoute sociale est le point d’inspiration, tel que représenté dans les exemples d’influenceur et d’audience ci-dessus. Dans d’autres cas, l’écoute sociale est un outil de mesure pour suivre l’efficacité et apporter des corrections en temps réel. Chez Louis Vuitton, ces comparaisons fournissent une mesure comparative à la concurrence et une référence pour identifier les corrections à apporter (et quel concurrent analyser) si les vents du capital de la marque commencent à tourner.

Synthèse

Les marques de luxe ne doivent pas s’arrêter au volume et au sentiment de haut niveau, elles doivent aller plus loin. Suivez le capital de la marque avec:

  • Part relative de conversation indésirable, y compris remises, soldes, offres, marchés secondaires, etc. qui serait synonyme d’érosion du capital de la marque.
  • Analyser le sentiment par type pour comprendre la part occupée dans la marque—notamment en étudiant l’engouement comme indicateur du succès de la marque

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