A pattern of the report is out there for obtain under. Full entry to The BoF Model Magic Index is for Govt members.

What’s Model Magic?

We instinctively know magical manufacturers after we see them — those who appear to be on the forefront of tradition and in nearly excellent lockstep with their prospects. However that judgement has all the time been extra artwork than science.

Final yr, BoF Insights and Quilt.AI launched the idea of Model Magic to convey information into the dialog. In contrast to self-importance metrics such because the variety of followers, or fundamental sentiment evaluation, we used proprietary AI fashions that perceive emotion, tradition and context to floor the nuanced which means embedded in model and user-generated content material. Our evaluation recognized the manufacturers which have the clearest and most constant identities.

In Quantity 2 of The BoF Model Magic Index, we have now taken on board your suggestions to develop the aperture of Model Magic, analysing thousands and thousands of knowledge factors throughout three equally-weighted metrics:

  • Alignment: how clear a model is to prospects, as measured by evaluation of brand name and user-generated content material on Instagram, TikTok and YouTube.
  • Engagement: how efficient a model is in inspiring prospects, as measured by buyer behaviour on Instagram and TikTok.
  • Intent: how efficient a model is in driving motion amongst prospects, as measured by search quantity on Google and Baidu.

By collectively analysing Alignment, Engagement and Intent, we reveal the manufacturers that drive cultural conversations and captivate audiences with out compromising their underlying essence. The result’s the style business’s most rigorous model measurement device, powered by cutting-edge AI expertise.

For Quantity 2 of The Model Magic Index, we measure international efficiency between October 2023 and March 2024 throughout 70,000+ posts from Instagram, TikTok and YouTube and thousands and thousands of search outcomes from Google and Baidu.

Learn the way the 50 manufacturers ranked by studying a pattern of the report under. An prolonged model of The BoF Model Magic Index, together with deep dives for all 50 manufacturers, is out there completely to Govt Members.

To obtain a pattern of this report, click on right here.

Magical manufacturers grasp the artwork of digital storytelling, discovering modern methods to steadiness the timelessness of their id with the timeliness of the tradition

  • Dior, ranked 1st general, cultivates a well-versed model picture of dreamy glamour and couture excellence that’s clearly understood and desired by its prospects. Dior is the one model to rank within the prime 10 throughout all three metrics, putting 1st in Alignment, seventh in Engagement and fifth in Intent.
  • Louis Vuitton, ranked 2nd general, has benefitted from appointing Pharrell Williams as its Males’s artistic director, utilizing Williams’ affect as a cultural multihyphenate to convey virality to its collections and activations. Louis Vuitton ranks fifteenth in Alignment however third in Engagement and 1st — by fairly some margin — in Intent.
  • Versace, ranked third general, has been revitalising its on-line communication technique after wiping its social media pages to start out afresh below new management. The end result appears to be resonating with prospects, who’re enjoying again the model’s daring id. The model ranks tenth in Alignment, 4th in Engagement and 14th in Intent.

Utilizing three lenses to guage Model Magic captures the nuances of brand name constructing:

  • Alignment: Manufacturers that rank extremely on Alignment are usually those who current a transparent narrative (e.g. Thom Browne, ranked 4th in Alignment, or Loro Piana, ranked sixth) or preserve a constant id that’s properly understood by their prospects (e.g., Tod’s and Armani, ranked third and fifth respectively in Alignment).
  • Engagement: Manufacturers that rank extremely on Engagement generate buzz for the content material they produce whereas inspiring their audiences to create content material of their very own. Calvin Klein, which ranked 1st in Engagement, drove important dialog with its Jeremy Allen White underwear marketing campaign. Maison Margiela, which ranked tenth in Engagement regardless of being a smaller model, benefitted from the virality of its January couture present.
  • Intent: Manufacturers that rank extremely in Intent are usually these with a strong e-commerce presence and broad audiences. The measure surfaces mega-brands (e.g. Louis Vuitton, ranked 1st in Intent) and extra accessible manufacturers (e.g., Tommy Hilfiger and Michael Kors, ranked third and sixth respectively in Intent). Engagement and Intent are usually correlated. Nonetheless, when in comparison with Engagement, Intent surfaces manufacturers that create disproportionate want relative to their advertising and marketing spend (e.g. Hermès, rating 4th in Intent however 14th in Engagement).

Full entry to The BoF Model Magic Index is for Govt members. For limitless entry to this and all future editions, turn into an Govt Member now. To obtain a pattern of this report, click on right here.

BoF Insights and Quilt.AI work immediately with manufacturers on bespoke engagements to measure Model Magic intimately and over time, enabling manufacturers to establish positioning alternatives, deeply perceive their prospects and measure their advertising and marketing impression. Contact our group at [email protected] if you’re concerned with studying how we are able to work with you.


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