Prada, Versace and Gucci, which recently announced the departure of Creative Director Sabato De Sarno, are the luxury labels that are most mentioned online in Italy, and enjoy the best reputation, according to the fifth edition of the brand reputation report compiled by communication and PR agency Comin & Partners, in partnership with Italian magazine Il Foglio della Moda.
Prada – Ansa
The 2024 study, based on web and social media audits, analysed over 268,000 mentions by 98,000 users. The most improved labels turned out to be Prada, which jumped from sixth to first place, Versace, up from ninth to third, and Balenciaga, which rose to seventh place from 13th in 2023. Gucci ranked second in 2024.
According to the report, the online and social media conversation on the luxury sector show that users are sensitive to the sector’s environmental impact. Across the study’s five editions (the first was carried out in 2021), “we have seen the world of luxury evolve and change through our reading of online conversations,” said Gianluca Comin, founder and president of Comin & Partners. He added that “some elements remain fixed over time, such as the prevalence of quality over quantity, the focus on environmental and social sustainability, and the strong identity of heritage and iconic brands. Others are instead the result of the sector’s evolution: Among them, for example, the link between labels and their brand ambassadors, who are increasingly effective in conveying the values and identity of luxury labels.”
It is no coincidence that attention peaks in 2024 were almost all related to the presence of celebrities at runway shows, notably South Korean artists, who have communities with millions of followers.
