Luxury and social networks: the audience is female

She is a woman, less than 35 years old and lives in a big city. This is the identikit of those who, today, play an important role in the construction of the reputation of major brands. This is what emerges from the survey conducted in the period April-September and carried out by Comin & Partners in collaboration with KPI6 and in partnership with Il Foglio della Moda.


The survey, based on the "web and social listening" method, detects the online positioning of the major fashion brands. "Reputation represents a strategic asset for companies - explained Gianluca Comin, founder and president of Comin & Partners -.


Analyzing its evolution is fundamental for understanding one's own reference publics, in a continuously evolving context where positioning can become an important factor of competitive advantage".


According to the study, 60 percent of interactions in online discussions come from female audiences.

The most lively users are the Millennials (18-34 years old) who represent 70% of the people involved with a peak in the 25-34 bracket (about 40%).

The most lively cities are Milan, Florence and Rome.

What are the most talked about brands on the web?

Gucci, Armani, Louis Vuitton and Dolce&Gabbana.