The Chanel brand is running a current TrendSignal of 87, up +12 points on the Tilda Swinton announcement and +2 points on the prior year. The brand has been a consistent leader in the Luxury Brands category with a trailing 12-month signal of 84 points — far above the 58 category average.
The media coverage around Ms. Swinton also moved Chanel up +4 rank positions in the highly competitive Luxury Brands category, moving the brand firmly ahead of Prada, Tiffany, Armani and Christian Dior.
Sentiment is running very positive (81%) and current month media value is $30.5 million, on a trailing 12-month AVE of $224 million. Full media performance details on Chanel and its luxury brand competitors are available in the June 2013 Luxury Brands report.