gen y prestige marketing

Want to know more about your brand’s ranking?CONTACT US

© L2 2010 L2THINKTANK.COM

Gen Y Prestige Brand RankingMay 3, 2010SCOTT GALLOWAY

NYU Stern

mailto:info%40L2ThinkTank.com?subject=Gen%20Y%20Ranking%20Inquiry

http://l2thinktank.com

A THINK TANK for PRESTIGE BRANDS New York, NY

Register now: L2GenerationNextForum.eventbrite.com

DEMOSFrom the Edge of the Network

STERLING LANIERFive Things Prestige Execs Need to Know About Gen Y

GREG SHOVEFinding Gen Y Online

ADAM WALDENThe Evolution of Gaming

JANE BUCKINGHAMWhat Gen Y Wants from Your Brand

ANDREW WAGNERMindful Consumption: Gen Y & the New Marketplace

BEN KAUFMANSocial, Product Development, & Gen Y

DOUG AKINHow Gen Y Can Evangelize Your Brand

SCOTT GALLOWAYResults of the L2 Gen Y Prestige Ranking

SCOTT GALLOWAYThe Next “Greatest” Generation

MATTHEW BISHOPThe World Gen Y Will Inherit

LAURA McEWENThe Dynamics of Influence

JARED COHENHow Gen Y & Technology Are Changing the Course of History

KRYSTAL BALLHow Gen Y Will Govern

JEFF DENBYChange Starts With Your Underwear

DR. JAY PARKINSONGen Y, Health, & the House Call

ERIN SCHRODEThe Green Generation

TAVI GEVINSONThe Unpredictability of Gen Y

CINDY GALLOPMake Love Not Porn

Module 1: Their LivesModule 2: Their Day

This May, L2’s Generation Next Forum dissects the characteristics, influence, and brand affinities of tomorrow’s affluent consumers. The largest gathering of prestige marketers in North America, L2 forums combine education and entertainment to inspire and enlighten.

featuring:

• HIGH-VELOCITY PRESENTATIONS (TED format) by thought leaders from industry, academia, and Gen Y

• GROUNDBREAKING RESEARCH on Gen Y values, spending power, and media consumption

• EDGE-OF-THE NETWORK product demonstrations

• NETWORKING with 500+ senior executives from prestige, media, and technology firms


© L2 2010 L2THINKTANK.COM 3

Gen Y Prestige Brand Ranking

The Prestige Industry’s Crystal BallGen Y goodwill is arguably the closest thing to a crystal ball for predicting a prestige brand’s long-term viability. Although currently not the target market, Gen Y is the future of prestige. Here’s why:

• GenerationY(born1977-1994)representsthelargestconsumergroupin U.S.history.Estimatedat70millionto85millionstrongorroughly25%of the U.S. population, Gen Y is larger than the Baby Boomer generation and is supplanting them as the most important economic force.1

• GenY’sannualspendingpowerexceeds$200billion.Theyalso influenceanother$50billion2 in purchases.

• By2017GenYwilleclipseBoomersinspendingpower.3

• BothBoomersandGenXlooktoGenYforstyleandtrendcues.

• UnlikeBoomers,whoaremovingoutoftheirprimeearningandspending years, Gen Y is just beginning their household formation years, during which their already robust spending will skyrocket.

1 HarrisInteractiveYouthPulse2009

2 “Why Generation Y Isn’t Buying Your Products” Retail Customer Experience,February5,2010

3 National Retail Foundation: Smart Brief, April 26, 2010

METHODOLOGY

The L2 Gen Y Prestige Brand RankingL2 has undertaken the largest and most robust study of

itskind,surveying450high-achievingandhigh-earning

Gen Y adults. On average this sample set is on a

trajectorytoearnmorethan$100,000intheshort-term

anddoubletheirincomewithinthenextfiveyears.

The Panel:

• 448individuals;averageage28.5

• 55%female;45%male

• From45countriesincludingtheU.S.(68%),India

(6%),China(3%),Brazil(2%),France(2%),Canada

(2%),Mexico(1%),theU.K.(1%),andItaly(1%)

• 83%expecttomakemorethan$100,000peryearin

theshortterm(next24months)

The Questions:

• Respondentsscoredsentimentfor105iconic

prestige brands

• Sixindustrycategories:Auto,Beauty&Skincare,

Spirits&Champagnes,Fashion,Hotels,Watches

&Jewelry

• Beforescoringthebrandsrespondentswereasked

unpromptedfortheirfivefavoriteprestigebrands

• Respondentswerealsoaskedaboutpopularchannels

for brand engagement






Rank Brand Category Class

36 Esteé Lauder Beauty & Skincare BFF

37 Clinique Beauty & Skincare BFF

38 Shiseido Beauty & Skincare BFF

39 Moët & Chandon Spirits & Champagnes Whatever

40 St. Regis Hotels Whatever

41 Grey Goose Spirits & Champagnes Whatever

42 Mandarin Oriental Hotels Whatever

43 Bentley Auto Whatever

44 Givenchy Fashion Whatever

45 Jaguar Auto Whatever

45 Fendi Fashion Whatever

47 Aston Martin Auto Whatever

48 Harry Winston Watches & Jewelry Whatever

49 Lamborghini Auto Whatever

50 Valentino Fashion Whatever

50 DeBeers Watches & Jewelry Whatever

52 TAG Heuer Watches & Jewelry Whatever

53 Kate Spade Fashion Whatever

54 Versace Fashion Whatever

55 Coach Fashion Whatever

56 Bottega Veneta Fashion Whatever

57 Hugo Boss Fashion Whatever

58 Intercontinental Hotels Tired

59 Balenciaga Fashion Tired

60 Park Hyatt Hotels Tired

61 NARS Beauty & Skincare Tired

61 Tory Burch Fashion Tired

63 David Yurman Watches & Jewelry Tired

64 Ketel One Spirits & Champagnes Tired

65 Johnnie Walker Spirits & Champagnes Tired

66 Patrón Spirits & Champagnes Tired

67 Veuve Clicquot Spirits & Champagnes Tired

68 Omega Watches & Jewelry Tired

69 Infiniti Auto Tired

70 Clarins Beauty & Skincare Tired


1 Chanel Fashion Epic

2 Ritz-Carlton Hotels Epic

3 Four Seasons Hotels Epic

4 Marc Jacobs Fashion Epic

5 Cartier Watches & Jewelry Epic

6 BMW Auto Epic

7 Mercedes-Benz Auto Epic

8 W Hotels Hotels Epic

9 Prada Fashion Epic

10 Audi Auto Epic

11 Hermes Fashion Epic

12 Tiffany Watches & Jewelry Epic

13 Gucci Fashion BFF

14 MAC Beauty & Skincare BFF

15 Salvatore Ferragamo Fashion BFF

16 Burberry Fashion BFF

17 Porsche Auto BFF

18 Christian Dior Fashion BFF

19 Lexus Auto BFF

20 Louis Vuitton Fashion BFF

20 Rolex Watches & Jewelry BFF

22 Kiehl's Beauty & Skincare BFF

23 Waldorf Astoria Hotels BFF

23 Dom Pérignon Spirits & Champagnes BFF

25 Ralph Lauren Fashion BFF

26 YSL Fashion BFF

26 Michael Kors Fashion BFF

28 Giorgio Armani Fashion BFF

29 L'Occitane Beauty & Skincare BFF

30 Lancôme Beauty & Skincare BFF

31 Ferrari Auto BFF

32 Bobbi Brown Beauty & Skincare BFF

32 Bulgari Watches & Jewelry BFF

34 Dolce & Gabbana Fashion BFF

35 Land Rover Auto BFF


71 Stila Beauty & Skincare Tired

71 Acura Auto Tired

73 Movado Watches & Jewelry Tired

74 Benefit Beauty & Skincare Tired

75 Hennessy Spirits & Champagnes Tired

76 Van Cleef & Arpels Watches & Jewelry Tired

77 Belvedere Spirits & Champagnes Tired

78 Bombay Sapphire Spirits & Champagnes Tired

79 Cadillac Auto Tired

80 Tanqueray Spirits & Champagnes Tired

81 Bulova Watches & Jewelry Off the Grid

82 Bally Fashion Off the Grid

82 Peninsula Hotels Off the Grid

84 Chopard Watches & Jewelry Off the Grid

85 Maker's Mark Spirits & Champagnes Off the Grid

86 Lotus Auto Off the Grid

87 Piaget Watches & Jewelry Off the Grid

88 Trump Hotels Off the Grid

89 Baccarat Watches & Jewelry Off the Grid

90 Chivas Regal Spirits & Champagnes Off the Grid

91 Fairmont Hotels Off the Grid

92 H. Stern Watches & Jewelry Off the Grid

93 Korbel Spirits & Champagnes Off the Grid

94 Patek Philippe Watches & Jewelry Off the Grid

95 Raymond Weil Watches & Jewelry Off the Grid

96 Audemars Piguet Watches & Jewelry Off the Grid

97 Luxury Collection Hotels Off the Grid

98 Jaeger-Lecoultre Watches & Jewelry Off the Grid

99 Franck Muller Watches & Jewelry Off the Grid

100 Woodford Reserve Spirits & Champagnes Off the Grid

101 Conrad Hotels Off the Grid

102 IWC Watches & Jewelry Off the Grid

103 Graff Watches & Jewelry Off the Grid

104 Vacheron Constantin Watches & Jewelry Off the Grid

105 Hublot Watches & Jewelry Off the Grid

FEMALES

RANKING: ALL BRANDS







36 Chanel Fashion Whatever

37 Dolce & Gabbana Fashion Whatever


39 Bulgari Watches & Jewelry Whatever



42 Christian Dior Fashion Whatever

43 Patrón Spirits & Champagnes Whatever

44 Ketel One Spirits & Champagnes Whatever

44 Bombay Sapphire Spirits & Champagnes Whatever

46 Intercontinental Hotels Whatever


48 Park Hyatt Hotels Whatever

49 Marc Jacobs Fashion Whatever

50 Chivas Regal Spirits & Champagnes Whatever

51 Cadillac Auto Whatever

52 Hennessy Spirits & Champagnes Whatever


54 Esteé Lauder Beauty & Skincare Whatever

54 Tanqueray Spirits & Champagnes Whatever

56 Maker's Mark Spirits & Champagnes Whatever


58 Belvedere Spirits & Champagnes Whatever

59 Fendi Fashion Tired


61 Lancôme Beauty & Skincare Tired

62 Patek Philippe Watches & Jewelry Tired

63 Clinique Beauty & Skincare Tired

64 Kate Spade Fashion Tired

65 Kiehl's Beauty & Skincare Tired

66 YSL Fashion Tired

67 Bulova Watches & Jewelry Tired

68 Michael Kors Fashion Tired

69 Valentino Fashion Tired

70 MAC Beauty & Skincare Tired


1 BMW Auto Epic

2 Ferrari Auto Epic

3 Porsche Auto Epic

4 Lamborghini Auto Epic

5 Audi Auto Epic

6 Aston Martin Auto Epic



9 Ralph Lauren Fashion Epic

10 Ritz-Carlton Hotels BFF

11 Bentley Auto BFF

12 Hugo Boss Fashion BFF

13 W Hotels Hotels BFF



16 Lexus Auto BFF


18 TAG Heuer Watches & Jewelry BFF

19 Johnnie Walker Spirits & Champagnes BFF

20 Grey Goose Spirits & Champagnes BFF

21 Cartier Watches & Jewelry BFF


23 Lotus Auto BFF


25 Gucci Fashion BFF

26 Tiffany Watches & Jewelry BFF



29 Hermes Fashion Whatever

30 Omega Watches & Jewelry Whatever

31 Louis Vuitton Fashion Whatever

32 Infiniti Auto Whatever

33 Acura Auto Whatever

34 Prada Fashion Whatever

35 Ferragamo Fashion Whatever



72 Givenchy Fashion Tired

73 L'Occitane Beauty & Skincare Tired

74 Trump Hotels Tired

75 Korbel Spirits & Champagnes Tired

76 Harry Winston Watches & Jewelry Tired


78 Piaget Watches & Jewelry Tired

78 Raymond Weil Watches & Jewelry Tired

80 Woodford Reserve Spirits & Champagnes Tired

81 Bally Fashion Tired

82 Peninsula Hotels Tired

83 Fairmont Hotels Tired

84 Chopard Watches & Jewelry Tired

85 IWC Watches & Jewelry Tired

86 Van Cleef & Arpels Watches & Jewelry Off the Grid

87 Shiseido Beauty & Skincare Off the Grid


89 Bottega Veneta Fashion Off the Grid

90 Clarins Beauty & Skincare Off the Grid



93 Tory Burch Fashion Off the Grid

94 Bobbi Brown Beauty & Skincare Off the Grid







101 Balenciaga Fashion Off the Grid


103 Stila Beauty & Skincare Off the Grid

104 NARS Beauty & Skincare Off the Grid

105 Benefit Beauty & Skincare Off the Grid

MALES

RANKING: ALL BRANDS






Gen Y Loves Brands65%ofwomenand61%ofmensurveyedconsiderthem-

selvesbrandconscious.Only1%thewomenand3%ofthe

men do not. Not surprising for a generation that has grown

up in the age of branding and been the target of a barrage of

marketing messages since birth.

The Apple of My EyeUnprompted, Apple is considered the #1 brand among men

and#9forwomen.Appleisthe#1mostlikelynextprestige

brand purchase for both men and women.

DriveSeven of the 10 highest rated brands for men were auto-

mobiles—withBMWrated#1.WomenratedAutohigher

thanBeauty&SkincareandsecondonlytoFashion.BMW,

Mercedes-Benz,andAudiappealtomenandwomenappear-

ing on the top 10 lists for both genders. Despite their high

rankings,Cadillac,Jaguar,andLandRoveralsoregistereda

significannumberofdislikesfrommen.

You’re Fired!Arguably, it’s better to be disliked than not known at all, and

“hated” brands can take solace that strong brands evoke

strong reactions. Iconic, logo-driven, brands such as Louis

VuittonandBurberry(forfemales),generatedsomeofthe

most bifurcated reactions and, despite appearing in the top

20,arealsoamongthemostdisliked.Trumpisthemost

dislikedprestigebrandinthesurvey.40%ofmenand34%of

womenreportthey“hate”thebrand.TheTrumpaversionsug-

gests that although supremely brand conscious, Gen Y is wary

OBSERVATIONS

Off the Grid Whatever Epic

AUTOMOBILES

BEAUTY & SKINCARE

HOTELS

SPIRITS & CHAMPAGNES

WATCHES & JEWELRY

FASHION

Off the Grid Whatever Epic

BEAUTY & SKINCARE


FASHION

HOTELS

WATCHES & JEWELRY

AUTOMOBILES

AVERAGE SCORE PER CATEGORY:

Females

AVERAGE SCORE PER CATEGORY:

Males






offlashyself-promotion.Poorperceivedcorporatecitizenship

and environmental disregard also elicited negative sentiment:

DeBeersandSUV-dominantLandRoverandCadillacwere

among the top-10 most hated.

The Old CountryIn the Fashion category eight of the top 10 brands for women

are headquartered in Europe, including legendary fashion

housesChanel,Prada,HermesandGucci.Placingsecond

amongwomeninthefashionranking,MarcJacobsistheonly

Americanbrandinthetopfiveandtheonlyfirst-generation

brand to score in the top 10.

Out of Time: Watches & Jewelry Are Not On Gen Y’s RadarWatches&Jewelryareamongthelowestratedcategories

forbothmenandwomen.Thereisastrikinglackofbrand

awareness.AlthoughlegendarybrandsCartier,Tiffany,and

Rolexstillrankhigh,therearesevenprestigeWatch&Jewelry

brandsthat50%oftherespondentsdonotknow.

Will You Be My Friend?OneinfiveGenYrespondentslikeaprestigebrandonFace-

book,andonein10followaprestigebrandonTwitter.Almost

half have signed up to receive email from a prestige brand.

Thesurveyhighlightsthatbrandsembracingsocialmediaare

enjoying strong word-of-mouth within this cohort.

E-commerce: The Train Is LeavingThestoreisstillthedominantchannel,butmorethanhalfof

thewomenpurchasedluxurygoodsondiscountsites,such

OBSERVATIONS

50%

40%

30%

20%

10%

0%

LIKE ONFACEBOOK

FOLLOW ONTWITTER

SUBSCRIBE TOYOUTUBE

RECEIVE EMAIL

19%

8%

1%

45%

SOCIAL MEDIA & PRESTIGE BRANDS:

% of Respondents Who Engage With Brand Social Media Platforms






asGilt.com(54%),andretailsites,includingNet-A-Porter.com

(53%),yetlessthanone-thirdpurchaseddirectlyfromabrand

site. Female adoption of these web portals signals a shift in

luxuryretailandisanindicationofthingstocome.Withoutro-

bustdirect-to-consumere-commercestrategies,luxurybrands

risk leaving their brands, and the rich sales and marketing

data, in the hands of third party retailers.

Print Holding and Blogs RisingPrint is not dead, and it continues to be a primary source for

information on prestige brands. It is the #1 source for women

and #2 for men.

Wordofmouthrecommendationsfromfamily&friendsare

also crucial, ranking #1 for men and #2 for women. Although

respondents do not seem to be directly engaging with brands

viasocialmedia,almostoneinfiveGenY’sconsiderblogs

one of their top three sources for information on prestige

brands.

The Pillars of Luxury Still StandTraditionalluxurysignifiers,quality,authenticityandimage,

were the most important attributes of a prestige brand for both

menandwomen.Meanwhile,heritageandexclusivity,often

linchpinsofluxurymarketingcampaigns,takeabackseat.

Standingonthesepillars,iconicbrandslikeChanel,Cartier,

andTiffanystillresonate(particularlywithwomen).

OBSERVATIONS

FLASH SITE SALE

RETAILER SITE

BRAND SITE

OTHER ONLINE

MOBILE

0% 20% 40% 100%80%60%

IN-STORE 86%

54%

53%

27%

11%

1%

AUTHENTICITY

IMAGE

CREATIVITY

EXCLUSIVITY

HERITAGE

INNOVATION

SOCIAL RESPONSIBILITY

PERSONALIZATION

COMMUNITY

0% 20% 40% 100%80%60%

QUALITY 82%

46%

44%

41%

37%

20%

12%

8%

6%

4%

WHERE DO YOU PURCHASE PRESTIGE BRANDS?

% of Female Respondents

WHAT IS IMPORTANT TO YOU IN A PRESTIGE BRAND?

% of All Respondents






OBSERVATIONS

TOP BRANDS UNPROMPTED:Females






TOP BRANDS UNPROMPTED:Males

OBSERVATIONS






Gen Y Prodigy: MARC JACOBSMarcJacobshasbuiltavarietyofnext-generationcommuni-

ties both on and offline.

Foursquare & Social Media:

MarcJacobsfosteredauniquefollowingatFashionWeek

2010, with behind-the-scenes tweets from President Robert

Duffyandliveonlinestreamsofitsshows.Inaddition,Marc

Jacobspartneredwithgeo-taggingcompanyFoursquare

during Fashion Week, challenging enthusiasts to “check-in”

andunlockbadgesatanyoftheMarcbyMarcJacobsstores

in New York.

Accessibility:

WithdiffusionlinesMarcbyMarcJacobsandLittleMarc,

the designer has been able to recruit a loyal Gen Y following.

TobuttressitsstreetcredintheNewYorkcommunity,Marc

JacobsisopeningofabookstoreinGreenwichVillage.Marc

Jacobshasalsobeenamongthefirsttop-tierdesignersto

embraceonlinedistributionthroughpopular“Members’Only”

flashsitesincludingGiltGroupe.Thebrandrecently

announcedthatitislaunchingDTCe-commerce.

CASE STUDIES

MarcJacobs.com: 2010 Fall/Winter Runway Video

Foursquare.com: Marc Jacobs badges






Gen Y Prodigy: AUDITheGermanautomakerhaspulledmanyleverstocapture

theattentionofthenextgenerationofconsumers:afreshand

affordableentrymodel,innovativesystemsforfuelefficiency,

and a ubiquitous social media presence.

Early Access:

Costinglessthan$25,000,theA1modeloffersyoungerenthu-

siasts the opportunity to become Audi drivers without break-

ingthebank.Thefuel-efficient,two-doorhatchbackisAudi’s

answertotheMiniCooper,apopularvehicleamongyoung

professionals.

Responsible Engineering:

ThecompactA1reflectsAudi’sbroadereffortstocreateacol-

lection of green cars and engines. Audi’s cutting-edge lineup

has captured the attention of the environmentally conscious

with electric-powered models and diesel-powered engines.

Digital Savvy:

Earlierthisyear,AudibestediconsBMWandMercedes-Benz

toearnthetopspotinL2’sDigitalIQIndexforautobrands.

Thisaccomplishmentisatributetothecompany’sdeftuseof

online platforms including Facebook to provide sneak peeks

of concept cars and solicit user feedback for the LA Design

Challenge;theiPhonetocreateasetofthreemobilegaming

apps;Sony’sPlaystationHometobuildavirtualAudiSpace;

andYouTubetodistributehigh-profilecommercialteasers

castingJustinTimberlake.Inaddition,Audiwillbeshowcas-

ingitsaward-winningR8andothermodelsinthesummer

blockbuster Iron Man 2.

CASE STUDIES

Audi A1 on Audi.com

Audi Space on Sony Playstation Home

Concept cars on Audi Facebook page



Want to know more about your brand’s ranking?ContaCt Us

© L2 2010 L2thinktank.Com 13


Gen Y Prodigy: CHANELChanel proves that true luxury still resonates with Gen Y.

makeup & Fragrance:

Although the brand may be best known for its chic suits and

quilted handbags, Chanel’s most profitable businesses are its

beauty and fragrance divisions. By offering an affordable and

relevant entry point through its makeup counters, Chanel has

been able to establish a beachhead with Gen Y consumers.

new media & traditional assets:

The French designer has elevated its online presence, taking

over its Facebook page from a fan in November 2009 and

building a dramatic following around perfume brand Chanel

No. 5. Chanel was one of the first fashion powerhouses to

experiment with new media, distributing short online films, cre-

ating podcasts and a downloadable iPhone app. In February,

Chanel announced plans to expand its e-commerce platform

to include eyewear and accessories in addition to its current

beauty offerings.

CasE stUDiEs

Chanel.com: Chanel no. 5 site page with Night Train short film starring audrey tautou

Chanel Facebook Page:Rouge Coco tab

Chanel.com: Beauty and fragrance page

Chanel iPhone app

Chanel-news.com






Gen Y Prodigy: MACGoing Green:

MakeupArtCosmetics(MAC)scoreswithsocialresponsibility.

Tomeetthedemandsofgreen-consciousconsumers,MAC’s

BacktoMACrecyclingprogramspromoted“eco-friendly”

packaging;rewardingparticipantswithafreesampleproduct

inexchangeforusedcontainers.Inaddition,withthehelpof

spokeswomen Lady Gaga, the beauty brand recently raised

$2.5millioninaglobalcampaignforHIVAIDSawareness.

Gen Y’s Makeup Brand:

Throughprovocativedesignandinnovativemerchandising,

MAChasremainedrelevantwithbothconsumersandthenext

generation of makeup artists.

ThisyearMACbegancollaboratingwithLondon-based

departmentstoreLiberty,initsnewGiveMeLibertyofLondon

Collection.TheMACPROprogramhasalsobeencritical

to building a base of loyal fans and brand ambassadors in

the industry: for an annual fee, cosmetic professionals and

students receive discounts and opportunities to engage in

workshopsandnetworkingsessions.Thecompanyhasbol-

stered these grassroots efforts with an industry-leading digital

mediastrategy:withtipsandhow-tovideosonYouTubeand

Facebook,andaTwitterpresencethatempowersitsmakeup

artiststoevangelizethebrand.

CASE STUDIES

MAC YouTube Channel:Artists in Action video series

MAC AIDS Fund:Supported by Lady Gaga & Cindy Lauper “From Our Lips” campaign

MAC PRO website

MAC homepage







1 BMW Auto Epic


3 Audi Auto Epic

4 Porsche Auto BFF

5 Lexus Auto BFF

6 Ferrari Auto BFF


8 Bentley Auto Whatever


10 Aston Martin Auto Whatever

11 Lamborghini Auto Whatever

12 Infiniti Auto Tired

13 Acura Auto Tired

14 Cadillac Auto Tired

15 Lotus Auto Off the Grid


1 BMW Auto Epic

2 Ferrari Auto Epic

3 Porsche Auto Epic

4 Lamborghini Auto Epic

5 Audi Auto Epic

6 Aston Martin Auto Epic


8 Bentley Auto BFF


10 Lexus Auto BFF

11 Lotus Auto BFF


13 Infiniti Auto Whatever

14 Acura Auto Whatever

15 Cadillac Auto Whatever

FEMALES MALES

AUTOMOBILES


1 MAC Beauty & Skincare BFF

2 Kiehl's Beauty & Skincare BFF

3 L'Occitane Beauty & Skincare BFF

4 Lancôme Beauty & Skincare BFF

5 Bobbi Brown Beauty & Skincare BFF

6 Esteé Lauder Beauty & Skincare BFF

7 Clinique Beauty & Skincare BFF

8 Shiseido Beauty & Skincare BFF

9 NARS Beauty & Skincare Tired

10 Clarins Beauty & Skincare Tired

11 Stila Beauty & Skincare Tired

12 Benefit Beauty & Skincare Tired


1 Esteé Lauder Beauty & Skincare Whatever

2 Lancôme Beauty & Skincare Tired

3 Clinique Beauty & Skincare Tired

4 Kiehl's Beauty & Skincare Tired

5 MAC Beauty & Skincare Tired

6 L'Occitane Beauty & Skincare Tired

7 Shiseido Beauty & Skincare Off the Grid

8 Clarins Beauty & Skincare Off the Grid

9 Bobbi Brown Beauty & Skincare Off the Grid

10 Stila Beauty & Skincare Off the Grid

11 NARS Beauty & Skincare Off the Grid

12 Benefit Beauty & Skincare Off the Grid

FEMALES

BEAUTY & SKINCAREMALES

RANKING: BY CATEGORY







1 Chanel Fashion Epic

2 Marc Jacobs Fashion Epic

3 Prada Fashion Epic

4 Hermes Fashion Epic

5 Gucci Fashion BFF

6 Salvatore Ferragamo Fashion BFF


8 Christian Dior Fashion BFF

9 Louis Vuitton Fashion BFF

10 Ralph Lauren Fashion BFF

11 YSL Fashion BFF

12 Michael Kors Fashion BFF


14 Dolce & Gabbana Fashion BFF

15 Givenchy Fashion Whatever

16 Fendi Fashion Whatever

17 Valentino Fashion Whatever

18 Kate Spade Fashion Whatever



21 Bottega Veneta Fashion Whatever

22 Hugo Boss Fashion Whatever

23 Balenciaga Fashion Tired

24 Tory Burch Fashion Tired

25 Bally Fashion Off the Grid


1 Ralph Lauren Fashion Epic

2 Hugo Boss Fashion BFF



5 Gucci Fashion BFF

6 Hermes Fashion Whatever

7 Louis Vuitton Fashion Whatever

8 Prada Fashion Whatever

9 Salvatore Ferragamo Fashion Whatever

10 Chanel Fashion Whatever

11 Dolce & Gabbana Fashion Whatever



14 Christian Dior Fashion Whatever

15 Marc Jacobs Fashion Whatever

16 Fendi Fashion Tired

17 Kate Spade Fashion Tired

18 YSL Fashion Tired

19 Michael Kors Fashion Tired

20 Valentino Fashion Tired

21 Givenchy Fashion Tired

22 Bally Fashion Tired

23 Bottega Veneta Fashion Off the Grid

24 Tory Burch Fashion Off the Grid

25 Balenciaga Fashion Off the Grid

FEMALES MALES

FASHION








1 Ritz-Carlton Hotels Epic


3 W Hotels Hotels Epic




7 Intercontinental Hotels Tired

8 Park Hyatt Hotels Tired

9 Peninsula Hotels Off the Grid

10 Trump Hotels Off the Grid

11 Fairmont Hotels Off the Grid





2 Ritz-Carlton Hotels BFF

3 W Hotels Hotels BFF


5 Intercontinental Hotels Whatever


7 Park Hyatt Hotels Whatever


9 Trump Hotels Tired

10 Peninsula Hotels Tired

11 Fairmont Hotels Tired



FEMALES MALES

HOTELS





3 Grey Goose Spirits & Champagnes Whatever

4 Ketel One Spirits & Champagnes Tired

5 Johnnie Walker Spirits & Champagnes Tired

6 Patrón Spirits & Champagnes Tired


8 Hennessy Spirits & Champagnes Tired

9 Belvedere Spirits & Champagnes Tired

10 Bombay Sapphire Spirits & Champagnes Tired

11 Tanqueray Spirits & Champagnes Tired

12 Maker's Mark Spirits & Champagnes Off the Grid

13 Chivas Regal Spirits & Champagnes Off the Grid

14 Korbel Spirits & Champagnes Off the Grid

15 Woodford Reserve Spirits & Champagnes Off the Grid


1 Johnnie Walker Spirits & Champagnes BFF

2 Grey Goose Spirits & Champagnes BFF



5 Patrón Spirits & Champagnes Whatever

6 Ketel One Spirits & Champagnes Whatever

7 Bombay Sapphire Spirits & Champagnes Whatever

8 Chivas Regal Spirits & Champagnes Whatever

9 Hennessy Spirits & Champagnes Whatever

10 Tanqueray Spirits & Champagnes Whatever

11 Maker's Mark Spirits & Champagnes Whatever

12 Belvedere Spirits & Champagnes Whatever


14 Korbel Spirits & Champagnes Tired

15 Woodford Reserve Spirits & Champagnes Tired

FEMALES MALES








1 Cartier Watches & Jewelry Epic

2 Tiffany Watches & Jewelry Epic


4 Bulgari Watches & Jewelry BFF

5 Harry Winston Watches & Jewelry Whatever


7 TAG Heuer Watches & Jewelry Whatever


9 Omega Watches & Jewelry Tired


11 Van Cleef & Arpels Watches & Jewelry Tired

12 Bulova Watches & Jewelry Off the Grid

13 Chopard Watches & Jewelry Off the Grid

14 Piaget Watches & Jewelry Off the Grid



17 Patek Philippe Watches & Jewelry Off the Grid

18 Raymond Weil Watches & Jewelry Off the Grid




22 IWC Watches & Jewelry Off the Grid






2 TAG Heuer Watches & Jewelry BFF

3 Cartier Watches & Jewelry BFF

4 Tiffany Watches & Jewelry BFF

5 Omega Watches & Jewelry Whatever

6 Bulgari Watches & Jewelry Whatever



9 Patek Philippe Watches & Jewelry Tired

10 Bulova Watches & Jewelry Tired

11 Harry Winston Watches & Jewelry Tired


13 Piaget Watches & Jewelry Tired

14 Raymond Weil Watches & Jewelry Tired

15 Chopard Watches & Jewelry Tired

16 IWC Watches & Jewelry Tired

17 Van Cleef & Arpels Watches & Jewelry Off the Grid









FEMALES MALES

WATCHES & JEWELRY





© L2 2010 L2THINKTANK.COM

A THINK TANK for PRESTIGE BRANDS

821 Broadway, 2nd FloorNew York, NY 10003

W: L2ThinkTank.comE: [email protected]




mailto:info%40l2thinktank.com?subject=Gen%20Y%20Ranking%20Inquiry

gen y prestige marketing

Documents