Manisha Rao, 05 MArch 2016, Yourstory.com

Luxury as a concept is defined within the scope of socio-psychology as a result of its connection to a culture, state of being, and lifestyle, whether personal or collective. In the context of brands, it relates to a signature style, identity, and strong emotional and symbolic associations that are interpreted in terms of products of high aesthetic quality, controlled distribution, and premium pricing. And this is what we refer to as exclusivity.

Even as luxury brands are taking to the digital space a little later than the other industries, they are bringing in their own energies to it. So, the product perception in case of premium goods is not incidental, but a cultivated outcome of a carefully crafted positioning strategy that largely hinges on ‘exclusivity’ in its appeal and aura.

Exclusivity in tech
We take up the case of very prominent Apple smartwatch and its marketing as not just a piece of tech innovation but also a luxe accessory. The launch campaign was a mix with exclusive editorial spreads in various editions of Vogue (which is fashion-specific and not a tech magazine) and also tactics like limited retail distribution, tie-ups with upscale retailers (Colette in Paris and Opening Ceremony in London), individual sales appointments in stores, and celebrity endorsements. The result of all these strategies was the phenomenal buzz around the smartwatch that came to figure on the coveted lists of many jetsetters.

Exclusivity in E-commerce
Now there are luxury brands innovating to reinforce their unique brand USPs even as they creatively attempt to carve a distinct online echo for them to cut through the competition. By coming up with visually tempting and experiential digital platforms via short films, apps, microsites, and online events, luxury brands are revamping their digital personas and also influencing the Millennial consumer to look out for that special, singular brand experience like Flipkart’s exclusive Xiaomi phone launch in India.

Exclusivity in luxury clothing
Brands like Jimmy Choo, Tod’s, Louboutin, Gucci, Zegna and Burberry offer product customisation in terms of size, fit, personalisation such as monogramming and matching. These brands make up that section of luxury brands that have their fingers on the consumer’s pulse and study the fast-evolving consumer profile in terms of desires, buying behaviours. Such reflections then lead to creation of unique apps that enhance consumer’s interaction with the brand and also impart an exclusive experience, such as Hermès Tie Break and Burberry’s Art of the Trench15. Some luxury brands are also offering certain services availed only through their online portals and some are launching exclusive collections online first, for example, Ralph Lauren has launched its luxury pet essentials with Darveys.com, luxury brand Swiss military with Firefox bikes and designers like Manish Arora, Sabyasachi are tying up exclusively with portals like Jabong, Myntra, and Amazon.

Exclusivity in online departmental stores
In addition to the brand owned online offshoots, there are online departmental stores that are the other major outposts for the luxury shoppers. NET-A-PORTER is one of the most preferred leading online shopping sites in the UK and USA. Along with its high service ethic and unique content and exhaustive range of luxury brands, the site also marks out a preferred treatment strategy for its most valuable customers, the EIPS (extremely important people). Hence, they enjoy exclusive services like having their orders picked, packed, and dispatched, while also availing services like personalised look-books, personal shoppers, etc.

Consumer perspective
Customers need to feel special as they indulge their time and energy into a brand. According to a McKinsey report from February 2015, 60 per cent of US luxury consumers say they would be more likely to buy at an online shop if it offered luxury brands that no one else sold online, a sentiment echoed by their German counterparts. Forty-one per cent say they would be more likely to buy online if there were better prices offered.

Branching out further in the luxury domain are private shopping clubs that are members-only, where members are given special offers on big brands. Luxury flash-sale site Gilt Groupe has been offering exclusive sales to its Facebook fans – more reason for them to go online and buy and feel special.

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Chanel most desirable brand among Chinese affluents: report
调查显示香奈儿是中国有钱人最青睐的品牌

Exclusivity and desirability go hand in hand for China’s wealthy, with the same brands ranked in the top five for both characteristics in a new study by Promise Consulting and BNP Exane. Hermès takes home top prize for exclusivity, which measures the consistent quality of goods, the brand’s prestige, the valuation of the brand’s customers and its ability to justify a high price point. Chinese consumers are generally becoming more sophisticated luxury consumers, making for tougher competition between labels for their attention and affection.

[READ MORE]

Chanel most desirable Brand among Chinese Affluents

Exclusivity and desirability go hand in hand for China’s wealthy, with the same brands ranked in the top five for both characteristics in a new study by Promise Consulting and BNP Exane.

Hermès takes home top prize for exclusivity, which measures the consistent quality of goods, the brand’s prestige, the valuation of the brand’s customers and its ability to justify a high price point. Chinese consumers are generally becoming more sophisticated luxury consumers, making for tougher competition between labels for their attention and affection.

Promise Consulting and BNP Exane’s “Exclusivity and Desirability Barometer” surveyed 600 women among the top 3 percent of households in China in September 2015, asking them about the 30 brands across ready-to-wear, footwear, leather goods and accessories which have made the most investments in communication in the market. This is a follow-up to a survey of French women conducted in May 2015.

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Unicità, qualità e design spingono i brand in Cina. Hermès, Chanel e Prada tra i top

Il tempo per sé, il rispetto per l'ambiente, l'unicità di un oggetto: la definizione di “lusso” può essere la più personale, ma difficilmente non includerà due aspetti, l'esclusività e la desiderabilità. Due concetti che i brand dell'alta gamma, come alchimisti, cercano di combinare in un equilibrio perfetto, armonizzando due necessità, quella di produrre sogni e ricavi. “Measuring Brand Exclusivity and Desirability - China ” è proprio il nome di un report pubblicato da Promise Consulting e da Bnp Exane, cha indaga quali sono i brand del lusso più esclusivi e desiderabili in Cina, mercato chiave dell'alta gamma: il campione preso in esame è stato di 607 donne fra i 18 e i 54 anni, residenti della Mainland China (che comprende Great China e Hong Kong), con un reddito medio mensile superiore a 20.000 yuan, (circa 2.700 euro), cifra elevatissima se si considera che il reddito medio dei cittadini cinesi nel 2015, secondo il China Statistics Bureau, è stato di 21.996 yuan all'anno.

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Barometro Promise - BNP Exane "Esclusività e desiderabilità" 2015: le più ricche donne cinesi stilano una classifica dei brand del lusso

Secondo alcuni, quando la Cina starnutisce, il resto del mondo si ammala, eppure i più grandi brand del lusso si stanno affermando in Cina, trasformandosi nei più esclusivi oggetti del desiderio delle ricche donne cinesi. Tuttavia la nostra classifica rivela anche una concorrenza ancor più forte, accentuata dalla crescente maturità dei clienti facoltosi. Questo barometro di Promise Consulting / BNP Exane stila una classifica dei 15 brand più esclusivi e desiderabili in Cina legati all'universo della moda femminile. Il Barometro è condotto tra le donne cinesi più ricche, e analizza i 30 brand del lusso di prêt-à-porter/borse/scarpe/accessori che hanno investito maggiormente nella comunicazione (fonte: Industry Interviews, Exane Paribas).

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Louis Vuitton’s positive Chinese placement a result of slow, steady growth

In the short term, French apparel and accessories brand Louis Vuitton is on pace to have the best momentum among luxury houses during the Year of the Monkey, per Exane BNP Paribas.

Exane BNP Paribas’ “Chinese Luxury: The Year of Monkey Business” report looks at the current economic climate of China and how the slowdown is impacting luxury brands with a presence in the Mainland and Hong Kong markets. While many brands are concerned regarding the slowdown in Chinese spending, the financial firm suggests that growth for 2016 will match the year-ago.

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THESE LUXURY BRANDS ARE BEST AT BALANCING EXCLUSIVITY AND DEMAND IN CHINA

How do Chinese women really feel about that next big luxury collection out on the market? Exane, a France-based investment company, has attempted to answer this question with a quantitative analysis of the Chinese shopper’s true desires when it comes to purchasing luxury brands.

The primary findings aren’t news per se, at least according to most market reports. They reveal that luxury stalwarts like Chanel, Dior, and Hermès are what Chinese shoppers think about most when they go to sleep at night—it’s not surprising, then, that Apple looked to Hermès’ timeless leather designs for its latest wearable tech collaboration that attracted droves of China’s fashion-savvy.

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Classement des marques de luxe préférées des Chinoises fortunées : BNP Exane et Promise Consulting dévoilent le classement des marques de luxe par les Chinoises fortunées. Chanel et Hermès arrivent en tête du classement.

En collaboration avec BNP Exane, Promise Consulting, société de conseil et d'études en marketing, publie les résultats de la 2ème vague du Baromètre Promise Consulting - BNP Exane " Exclusivité & Désirabilité 2015 ". Ce baromètre met en avant les 15 premières marques jugées les plus exclusives et les plus désirables en Chine dans l’univers de la Mode féminine. Ce Baromètre est établi auprès des femmes chinoises les plus fortunées et porte sur les 30 marques de prêt-à-porter, sacs, chaussures et accessoires dans l’univers du luxe qui ont le plus fortement investi en communication (Source : Industry Interviews, Exane Paribas). Promise Consulting et BNP Exane avaient conduit la même étude auprès des femmes Françaises au cours du mois de Mai 2015.

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Cina, le donne ricche adorano il lusso francese

Le maison francesi dominano per esclusività e i marchi più esclusivi sono anche i più ambiti. È questo l’identikit del desiderio per le donne cinesi. Un’indagine di Promise Consulting e BNP Exane stila una classifica dei 15 brand più esclusivi e desiderabili in Cina legati all’universo della moda femminile. Una classifica che rivela anche una concorrenza sempre più forte, accentuata dalla crescente maturità delle clienti facoltose, il 3% della popolazione che appartiene alla fascia più ricca.

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Chanel most desirable brand among Chinese affluents: report - Luxury Daily - Research

Chanel’s interlocking C’s Exclusivity and desirability go hand in hand for China’s wealthy, with the same brands ranked in the top five for both characteristics in a new study by Promise Consulting and BNP Exane. Hermès takes home top prize for exclusivity, which measures the consistent quality of goods, the brand’s prestige, the valuation of the brand’s customers and its ability to justify a high price point. Chinese consumers are generally becoming more sophisticated luxury consumers, making for tougher competition between labels for their attention and affection. Promise Consulting and BNP Exane’s “Exclusivity and Desirability Barometer” surveyed (...)

[READ MORE]

Barometer Promise - BNP Exane "Exclusivity & Desirability" 2015: The Wealthiest Chinese Women Rank Luxury Brands

Some say that when China sneezes the rest of the world catches cold, butthe biggest luxury brands are catching on in China, becoming the most exclusive and desirable ones in fashion according to the wealthiest Chinese women. Still, our ranking also reveals a stronger competition that is accentuated by the wealthy customers' increasingly stronger maturity. This barometer Promise Consulting / BNP Exane classifies the 15 most exclusive and desirable brands in China in the universe of feminine Fashion (...)

[READ MORE]

Barometer Promise - BNP Exane "Exclusivity & Desirability" 2015: The Wealthiest Chinese Women Rank Luxury Brands

"This barometer in association with BNP Exane reflects our determination to move closer to the marketing and cross-section financial analysis. Our Monitoring Brand Assets® approach itself features very complementary analyzes with those conducted by BNP Exane's experts. Hence, the obtained results from our joined barometer are based on two different angles of expertise, marketing and financial, which brings a unique added value to the managers and decision-makers inthe Luxury sector (...)" [Philippe Jourdan, CEO]

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Barometro Promise - BNP Exane "Esclusività e desiderabilità" 2015: le più ricche donne cinesi stilano una classifica dei brand del lusso

"Questo barometro in collaborazione con BNP Exane riflette la nostra determinazione ad avvicinarci all'analisi di marketing e all'analisi finanziaria cross-section. Il nostro approccio Monitoring Brand Assets® tiene conto sia delle analisi complementari che di quelle condotte dagli esperti di BNP Exane. Ecco perché i risultati così ottenuti si fondano su due diverse prospettive, sia di marketing che finanziarie, offrendo così uno straordinario valore aggiunto ai manager e ai decision-maker nel settore del lusso. (...) [Philippe Jourdan, CEO]

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Promise Consulting se penche sur la désirabilité des marques de luxe en Chine

Le cabinet de conseil et d'études en marketing Promise Consulting collabore à nouveau avec BNP Exane afin de faire ressortir le classement des marques de luxe jugées les plus « exclusives » par les clientes sur le territoire chinois. Ce baromètre a été établi auprès de 600 femmes chinoises (18-54 ans) appartenant aux 3% de foyers aux revenus les plus élevés, et porte sur les 30 marques de luxe, prêt-à-porter, accessoires et maroquinerie confondus, qui ont réalisé les plus gros investissements en matière de communication.

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Enquête : L’Exclusivité et la Désirabilité des marques de luxe en 2015

Les résultats d’une grande enquête sur le luxe viennent d’être révélés par le cabinet Promise Consulting. Ce baromètre réalisé en partenariat avec BNP Exane a rapproché la vision marketing et la vision financière et porte sur 15 marques de luxe dans l’univers de la mode.

Chanel remporte tous les suffrages dans les deux études
« Le raffinement de ses collections de Haute Couture, le succès de ses collections Croisière et Prêt-à-porter, l’hommage rendu aux Métiers d’Art dans une ville différente chaque année, l’investissement dans le domaine de la Haute Joaillerie depuis 1987 participent à l’ascension de la marque au tout premier plan. Ce résultat n’est donc pas surprenant et récompense un investissement conséquent, cohérent, maintenu dans la durée et très qualitatif » explique Philippe Jourdan, CEO de Promise Consulting.

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BAROMETER PROMISE - BNP EXANE "EXCLUSIVITY & DESIRABILITY" 2015: THE WEALTHIEST CHINESE WOMEN RANK LUXURY BRANDS 

[WATCH THE VIDEO]

Some say that when China sneezes the rest of the world catches cold, but the biggest luxury brands are catching on in China, becoming the most exclusive and desirable ones in fashion according to the wealthiest Chinese women. Still, our ranking also reveals a stronger competition that is accentuated by the wealthy customers’ increasingly stronger maturity. This barometer Promise Consulting / BNP Exane classifies the 15 most exclusive and desirable brands in China in the universe of feminine Fashion.

[READ MORE]

Chinese consumers love their Chanel and Hermès – 7/2/16

Exclusivity and desirability go hand in hand for China’s wealthy, with the same brands ranked in the top five for both characteristics in a new study by Promise Consulting and BNP Exane. Luxury Daily reports that French luxury house Hermès takes home top prize for exclusivity, which measures the consistent quality of goods, the brand’s prestige, the valuation of the brand’s customers and its ability to justify a high price point.

[READ MORE]

Barometer Promise - BNP Exane "Exclusivity & Desirability" 2015: The Wealthiest Chinese Women Rank Luxury Brands

Some say that when China sneezes the rest of the world catches cold, but the biggest luxury brands are catching on in China, becoming the most exclusive and desirable ones in fashion according to the wealthiest Chinese women. Still, our ranking also reveals a stronger competition that is accentuated by the wealthy customers' increasingly stronger maturity. This barometer Promise Consulting / BNP Exane classifies the 15 most exclusive and desirable brands in China in the universe of feminine Fashion. (...)

[READ MORE]

https://youtu.be/-OamJECjONA

A 3 minutes interview of Pr Philippe Jourdan, CEO Promise Consulting, about the key results of the Promise-BNP Exane Barometer "Exclusivity & desirability":

How Chinese women rank their most exclusive and desirable brands in luxury fashion?

[WATCH THE VIDEO]

Pour télécharger l'infographie / To download the infographics: http://bit.ly/1WxigeB

POUR DEMANDER LA NOTE D'ANALYSE PROMISE-BNP EXANE, ENVOYER UN MAIL :

TO ASK FOR THE RESEARCH NOTICE PROMISE-BNP EXANE PLEASE E-MAIL:

valerie.jourdan@promiseconsultinginc.com

Paris May 18th 2015 - In association with BNP Exane, a leading actor of the financial market in Europe and a recognized specialist of research and cross-section analysis on the European equities, Promise, consulting and market research firm, publishes the results of the 1st wave of the Barometer Promise - BNP Exane "Luxury and Desirability 2015". This barometer classifies the 15 most exclusive and desirable brands in France in the sector of Fashion. This Barometer is established with the wealthiest women and consists of ready-to-wear clothing, bags, shoes and accessories brands stemming from the ranking Industry Interviews,Exane Paribas Estimates & Analysis (2014).

"This barometer in association with BNP Exane translates our will to move closer to the marketing and cross-section financial analysis. Our approach Monitoring Brand Assets® itself complements analyses led by BNP Exane’s experts. The results obtained from our joint barometer based on two different angles of expertise, marketing and financial, bring a unique added value to the managers and decision-makers in the Luxury sector. More concretely, our measure of the exclusivity of a brand takes into account the superior and more constant quality of products, the strong and unique valuation of the customer, the prestige of the brand, but also a matchless savoir-faire that justifies a very high price associated with luxury. Finally our measure of desirability synthesizes the dimensions of attractiveness, intimate, social and symbolic order which are the strengths of exclusive brands and the particular relation that they maintain with their customers. In this respect, our Barometer synthesizes in two proven scales the numerous criteria to establish a classification between the high-end brands from the point of view of their customers” states Pr Philippe Jourdan, Promise’s CEO.

IN BRIEF

 EXCLUSIVITY

• Chanel 1st brand on the luxury criterion with the wealthy Frenchwomen.
• In 2nd and 3rd place, Christian Dior and Louis Vuitton are neck and neck.

DESIRABILITY

• Chanel is the most desirable brand in the world of fashion.
•  In 2nd place, Louis Vuitton confirms the legitimacy of its upmarket move.
  
• The Italian brands opt for seduction to stand out.
• Burberry is ranked 6th on the most desirable brand scale (11th on high-end luxury).

 EXCLUSIVITY: FRENCH BRANDS AT THE TOP OF REFINEMENT

The wealthiest French women agree on one point: the high-end luxury remains the privilege of France. In the ranking of the 15 high-end luxury brands, national brands monopolize the 5 first ranks in the heart of French women. The first rank is occupied by Chanel, followed by Christian Dior, Louis Vuitton, then Yves Saint Laurent and Hermes (cf. table 1).

TABLE 1: THE 15 MOST LUXURY BRANDS IN FRANCE

(basis: wealthy women only)

Brands classified on the mark of 5 on a scale of 1 to 5 then translated into index.

Chanel takes the lead of the classification in 2015 in the world of fashion (ready-to-wear clothing, bags, shoes and accessories). The brand deserves this crowning as a result of an exceptional development in Haute Couture, ready-to-wear, bags, accessories, jewelry and fragrances.

“The refinement of its collections of Haute Couture, the success of its collections Croisières and Ready-to-wear clothing, its tributes to Art Craftmanship in different cities every year and the investment in the field of the High-end Jewelry since 1987 all drive the ascent of the brand at the forefront. This result is thus, not surprising and rewards a consequent, coherent, qualitative and long term investment" according to Philippe Jourdan.

Ranked 2^nd and 3^rd, Christian Dior and Louis Vuitton are very close in terms of index. "Through Christian Dior Couture, French women express their attachment to a typical French brand to  which they recognize undeniable qualities: the search for excellence, passion, innovation, but also an exacerbated artistic sensibility of its Artistic Directors. It is moreover the same qualities so often associated with the French temperament that also explain the excellent 4^th place detained by Yves Saint Laurent in our ranking. Regarding Louis Vuitton's 3^rd position, it dedicates a very influential brand in the field of the luxury which it intends to sustain while pursuing a strategy of increased selectivity and significant  upmarket move", comments Philippe Jourdan.

DESIRABILITY: ITALIAN BRANDS PLAY THE CARD OF SEDUCTION

"Luxury and love, respond to the same logic. A luxury brand has to arouse the desire which inevitably creates an expectation for the so long desired object. If the outcome of a loving quest sometimes kills desire, a luxury brand by permanently reinventing itself creates the mechanisms for a maintained desire. It seemed important to us to measure the desirability of 15 big luxury brands stemming from our Barometer, especially as our model Monitoring Brand Assets demonstrates that the desirability such as we measure it is the main driver of a brand's growth in France and in the world. We bring our customers the key to make their brands more desirable because we are convinced that desirability is the stake for tomorrow’s big luxury brands" (Philippe Jourdan). 

Remember that desire benefits from recognition from others. The size of desire is thus of intimate order (quest of oneself), but also social (the relation with others). Desirability is thus a matter of subtle balance which the brands have to feed in respect for their fundamentals. "For what we try to measure through desirability is the closeness, which is a matter of physical appearance but also mystic between a brand and its public, the carnal and spiritual fusion to which contribute products, services, image, values and type of relations which the brand builds with its public", declares Philippe Jourdan.

Chanel is the most desirable brand in the world of fashion (ready-to-wear , bags, shoes and accessories) for the wealthiest French women. Chanel achieved a flawless performance in 2015 by being approved by a large majority of French women as the most desirable big luxury brand. "Chanel’s desirability is based on several pillars: on one hand, the high quality of its products and its exclusive character conferred by its endorsement by world-famous personalities’. But Chanel's desirability is much more than that: the feeling still shared today that the brand liberates women, participating even today to their emancipation through the diversion of the male and female codes for example. It is still with regards to this aspect that the brand is incredibly modern. This diversion of codes is not limited to the gender, as shown by the ease with which the mark communicates in Asia and in America" underlines Philippe Jourdan.

TABLE 2: THE 15 MOST DESIRABLE LUXURY BRANDS IN FRANCE

 (basis: wealthy women only)

Brands classified on the mark of 6-7 on a scale of 1 to 7 then translated into index.

Louis Vuitton is ranked 2^nd on desirability. The ambition of the LVMH Group is to make the brand with the famous monogram the most desirable one in the world, a strategy that the CEO passes by as "an adjustment of its growth". "The upmarket move and the price increase of the bag collections Vivienne, Capucine or W contribute to a strengthened exclusivity adds to the desirability of the brand” (Philippe Jourdan).

The third learning from our Barometer - but not the least - is that the Italian brands opt for seduction to stand out in desirability. The Italian brands make a remarkable breakthrough in our ranking. The French leaders of the LVMH and Kering groups take the right steps by multiplying contacts with the leaders of these brands (some of which they already possess). Salvatore Ferragamo is classified 3^rd in terms of desirability, the brand managed to stand out in leather craft (bags and shoes) thanks to high-quality products, which are also elegant and discreet. The seduction of the Italian famous shoemaker of the Hollywood stars operates in the heart of French women. It is also the case for Giorgio Armani, Gucci, Fendi and Versace, which join the circle closed of the 10 most desirable brands. "Italy has a ancient and derserved tradition in luxury, whether it is in leather craft or in shoes. But ready-to-wear clothing is not outdone and does not conjugate only in men. Evening dresses, dresses for ceremony, classic or trendy female suits, Italian workshops for ready-to-wear clothing are a reference regarding design, materials and finishes. French women do not make a mistake there." (Philippe Jourdan).

Finally Burberry - ranked 11^th on the criterion of very big luxury – is ranked 6^th on desirability. Recently classified as a luxury brand, the famous tartan brand, Burberry, pursues its conquest of Parisian hearts. "If the Parisian culmination was the partnership with Le Printemps during Christmas, it is in fact the consecration of the thorough work of Angela Ahrendts and Christopher Bailey on the collections, communication, digital, but also on its flagship's architecture, as illustrated by the famous Flagship store of 56 Faubourg Saint-Honoré" (Philippe Jourdan).

METHODOLOGY

The Barometer Promise – BNP Exane "EXCLUSIVITY AND DESIRABILITY" has an international vocation, renewed every year in several countries and on several categories of products. Both criteria that are measured here are precious tools to help managers and investors of the luxury sector evaluate and take decisions. These two criteria arise from the more general model of measurement of performance and ROI of brands, Monitoring Brand Assets ®, marketed by Promise for numerous brands in the sectors of the Fashion, Beauty and Selective Distribution.

• Collection method: online Access Panel. 
• Period of data collection: March 2015.
• Target: wealthiest women according to the ESOMAR classification (category A) (n=297)
• Sample: representative sample of the adult French pop. (18 years old and above) (n=3.000). 
• Theme: barometer "Exclusivity & Desirability" 2015.
• List: 30 estimated brands (available on request).

The results are reported here in indexes (100: average on the first 15 brands).

ABOUT PROMISE

Promise is a consulting and marketing group composed of the following companies: Promise Consulting Inc., JPL Consulting and Panel On The Web. Promise integrates consulting services and surveys with a strong added value. The company has created an innovative methodology to measure the performance of brands and the ROI of investments centered on brands: Monitoring Brand Assets©. This methodology was deployed in over 35 countries to date, for 250 different brands from the most diverse sectors and has collected up to 1.000.000 online questionnaires.

Based in Paris, New York and Casablanca, the group conducts surveys and provides consulting services all over the world. Promise is more particularly acknowledged for its expertise regarding the measure of brand equity (brand value) from the consumers’ point of view. Promise has successfully developed innovative methods and models that have been rewarded 7 times in 10 years by the profession, both in France and abroad. The group is consulted for the top brands in luxury, cosmetics and selective distribution to help their development on the domestic and overseas markets. Promise also operates in numerous business sectors, each time the brands establish a strategy for growth to better understand their market, communicate with their consumers, seduce their customers and improve their loyalty: mass market, automobiles, capital goods, financial products, etc. The company is also fully qualified regarding OPQCM and Social Media.

Promise’s CEO, Philippe Jourdan, is the chief-editor of the academic review of Adetem, La Revue Française du Marketing (RFM) since 2011. He publishes in academic international reviews on issues related to brand equity in luxury, beauty and selective distribution. He also publishes in the economic and news press (Le Monde, Les Echos, Le Figaro, l’Opinion, La Revue des Marques, etc.). Philippe is also a university professor, researcher at the IRG (CNRS) and was awarded for the best Research article AFM in 2000.

ABOUT BNP EXANE

 Specialising in European equities, Exane is active in three businesses:

• Cash Equities: under the brand name Exane BNP Paribas, Exane provides institutional investors with a range of services, such as research, sales and execution on European Equities;
• Equity Derivatives:Exane Derivatives has built a robust structured products franchise, based on its longstanding leadership in European convertibles bonds and options;
  
• Asset Management: Exane Asset Management is one of the leaders in long/short equity fund management in Europe.

BNP Exane works primarily with insitutional clients wolrdwide (pension funds, fund managers for banks and insurers and hedge funds) and markets its derivatives products to a broader pool of clients comprising private asset managers and investment advisors. Exane has a workforce of ever 800 employees operating from offices in Paris, London, Frankfurt, Geneva, Madrid, Milan, New York, Stockholm and Singapore. Exane BNP Paribas equity research team covers c. 600 companies. UK companies represent the biggest part of our coverage universe (29% of covered market cap), followed by France (15%) and USA (14%). Our research receives regular acclaims in leading industry surveys.

For further information, log on to our website at www.exane.com

TO LEARN MORE

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