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Gen Y Prestige Brand Ranking SCOT T G A L LO W AY N Y U S tern

© L2 2010 L2THINKTANK.COM

May 3, 2010


, NY k r o Y w Ne

A THINK TANK for PRESTIGE BRANDS

er : L2Gen w o n r Registe

ationNe

SCOTT GALLOWAY

STERLING LANIER

The World Gen Y Will Inherit

• 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

LAURA McEWEN

The Dynamics of Influence

JARED COHEN

How Gen Y & Technology Are Changing the Course of History

KRYSTAL BALL

How Gen Y Will Govern

JEFF DENBY

Change Starts With Your Underwear

DR. JAY PARKINSON

Gen Y, Health, & the House Call

ERIN SCHRODE

The Green Generation

• EDGE-OF-THE NETWORK product demonstrations

TAVI GEVINSON

• NETWORKING with 500+ senior executives from prestige, media,

CINDY GALLOP

and technology firms

The Unpredictability of Gen Y Make Love Not Porn

om

y heir Da T : 2 e Modul DEMOS

MATTHEW BISHOP

featuring:

tbrite.c

ives Their L : 1 e l Modu The Next “Greatest” Generation

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.

.even x t Fo r u m

From the Edge of the Network Five Things Prestige Execs Need to Know About Gen Y

GREG SHOVE

Finding Gen Y Online

ADAM WALDEN

The Evolution of Gaming

JANE BUCKINGHAM

What Gen Y Wants from Your Brand

ANDREW WAGNER

Mindful Consumption: Gen Y & the New Marketplace

BEN KAUFMAN

Social, Product Development, & Gen Y

DOUG AKIN

How Gen Y Can Evangelize Your Brand

SCOTT GALLOWAY

Results of the L2 Gen Y Prestige Ranking


Gen Y Prestige Brand Ranking

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M E T H O D O LO GY

The Prestige Industry’s Crystal Ball

The L2 Gen Y Prestige Brand Ranking L2 has undertaken the largest and most robust study of its kind, surveying 450 high-achieving and high-earning Gen Y adults. On average this sample set is on a trajectory to earn more than $100,000 in the short-term and double their income within the next five years.

Gen 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: • Generation Y (born 1977-1994) represents the largest consumer group in U.S. history. Estimated at 70 million to 85 million strong or roughly 25% 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

The Panel: • 448 individuals; average age 28.5 • 55% female; 45% male • From 45 countries including the U.S. (68%), India

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

(2%), Mexico (1%), the U.K. (1%), and Italy (1%)

• 83% expect to make more than $100,000 per year in

• Gen Y’s annual spending power exceeds $200 billion. They also influence another $50 billion2 in purchases. • By 2017 Gen Y will eclipse Boomers in spending power.3 • Both Boomers and Gen X look to Gen Y for style and trend cues. • Unlike Boomers, who are moving out of their prime earning and spending years, Gen Y is just beginning their household formation years, during which their already robust spending will skyrocket.

1

Harris Interactive YouthPulse 2009

2

“Why Generation Y Isn’t Buying Your Products” Retail Customer Experience, February 5, 2010

3

National Retail Foundation: Smart Brief, April 26, 2010

© L2 2010 L2THINKTANK.COM

the short term (next 24 months)

The Questions: • Respondents scored sentiment for 105 iconic

prestige brands

• Six industry categories: Auto, Beauty & Skincare,

Spirits & Champagnes, Fashion, Hotels, Watches

& Jewelry

• Before scoring the brands respondents were asked

unprompted for their five favorite prestige brands

• Respondents were also asked about popular channels

for brand engagement

3


Gen Y Prestige Brand Ranking

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RANKING: ALL BRA N D S FEMALES Rank Brand

Category

Class

Category

Class

Category

Class

1 Chanel

Fashion

Epic

36 Esteé Lauder

Beauty & Skincare

BFF

71 Stila

Beauty & Skincare

Tired

2 Ritz-Carlton

Hotels

Epic

37 Clinique

Beauty & Skincare

BFF

71 Acura

Auto

Tired

3 Four Seasons

Hotels

Epic

38 Shiseido

Beauty & Skincare

BFF

73 Movado

Watches & Jewelry

Tired

4 Marc Jacobs

Fashion

Epic

39 Moët & Chandon

Spirits & Champagnes

Whatever

74 Benefit

Beauty & Skincare

Tired

5 Cartier

Watches & Jewelry

Epic

40 St. Regis

Hotels

Whatever

75 Hennessy

Spirits & Champagnes

Tired

6 BMW

Auto

Epic

41 Grey Goose

Spirits & Champagnes

Whatever

76 Van Cleef & Arpels

Watches & Jewelry

Tired

7 Mercedes-Benz

Auto

Epic

42 Mandarin Oriental

Hotels

Whatever

77 Belvedere

Spirits & Champagnes

Tired

8 W Hotels

Hotels

Epic

43 Bentley

Auto

Whatever

78 Bombay Sapphire

Spirits & Champagnes

Tired

9 Prada

Fashion

Epic

44 Givenchy

Fashion

Whatever

79 Cadillac

Auto

Tired

10 Audi

Auto

Epic

45 Jaguar

Auto

Whatever

80 Tanqueray

Spirits & Champagnes

Tired

11 Hermes

Fashion

Epic

45 Fendi

Fashion

Whatever

81 Bulova

Watches & Jewelry

Off the Grid

12 Tiffany

Watches & Jewelry

Epic

47 Aston Martin

Auto

Whatever

82 Bally

Fashion

Off the Grid

13 Gucci

Fashion

BFF

48 Harry Winston

Watches & Jewelry

Whatever

82 Peninsula

Hotels

Off the Grid

14 MAC

Beauty & Skincare

BFF

49 Lamborghini

Auto

Whatever

84 Chopard

Watches & Jewelry

Off the Grid

15 Salvatore Ferragamo

Fashion

BFF

50 Valentino

Fashion

Whatever

85 Maker's Mark

Spirits & Champagnes

Off the Grid

16 Burberry

Fashion

BFF

50 DeBeers

Watches & Jewelry

Whatever

86 Lotus

Auto

Off the Grid

17 Porsche

Auto

BFF

52 TAG Heuer

Watches & Jewelry

Whatever

87 Piaget

Watches & Jewelry

Off the Grid

18 Christian Dior

Fashion

BFF

53 Kate Spade

Fashion

Whatever

88 Trump

Hotels

Off the Grid

19 Lexus

Auto

BFF

54 Versace

Fashion

Whatever

89 Baccarat

Watches & Jewelry

Off the Grid

20 Louis Vuitton

Fashion

BFF

55 Coach

Fashion

Whatever

90 Chivas Regal

Spirits & Champagnes

Off the Grid

20 Rolex

Watches & Jewelry

BFF

56 Bottega Veneta

Fashion

Whatever

91 Fairmont

Hotels

Off the Grid

22 Kiehl's

Beauty & Skincare

BFF

57 Hugo Boss

Fashion

Whatever

92 H. Stern

Watches & Jewelry

Off the Grid

23 Waldorf Astoria

Hotels

BFF

58 Intercontinental

Hotels

Tired

93 Korbel

Spirits & Champagnes

Off the Grid

23 Dom Pérignon

Spirits & Champagnes

BFF

59 Balenciaga

Fashion

Tired

94 Patek Philippe

Watches & Jewelry

Off the Grid

25 Ralph Lauren

Fashion

BFF

60 Park Hyatt

Hotels

Tired

95 Raymond Weil

Watches & Jewelry

Off the Grid

26 YSL

Fashion

BFF

61 NARS

Beauty & Skincare

Tired

96 Audemars Piguet

Watches & Jewelry

Off the Grid

26 Michael Kors

Fashion

BFF

61 Tory Burch

Fashion

Tired

97 Luxury Collection

Hotels

Off the Grid

28 Giorgio Armani

Fashion

BFF

63 David Yurman

Watches & Jewelry

Tired

98 Jaeger-Lecoultre

Watches & Jewelry

Off the Grid

29 L'Occitane

Beauty & Skincare

BFF

64 Ketel One

Spirits & Champagnes

Tired

99 Franck Muller

Watches & Jewelry

Off the Grid

30 Lancôme

Beauty & Skincare

BFF

65 Johnnie Walker

Spirits & Champagnes

Tired

100 Woodford Reserve

Spirits & Champagnes

Off the Grid

31 Ferrari

Auto

BFF

66 Patrón

Spirits & Champagnes

Tired

101 Conrad

Hotels

Off the Grid

32 Bobbi Brown

Beauty & Skincare

BFF

67 Veuve Clicquot

Spirits & Champagnes

Tired

102 IWC

Watches & Jewelry

Off the Grid

32 Bulgari

Watches & Jewelry

BFF

68 Omega

Watches & Jewelry

Tired

103 Graff

Watches & Jewelry

Off the Grid

34 Dolce & Gabbana

Fashion

BFF

69 Infiniti

Auto

Tired

104 Vacheron Constantin

Watches & Jewelry

Off the Grid

35 Land Rover

Auto

BFF

70 Clarins

Beauty & Skincare

Tired

105 Hublot

Watches & Jewelry

Off the Grid

© L2 2010 L2THINKTANK.COM

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Gen Y Prestige Brand Ranking

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RANKING: ALL BRA N D S MALES Rank Brand

Category

Class

Category

Class

Category

Class

1 BMW

Auto

Epic

36 Chanel

Fashion

Whatever

71 Veuve Clicquot

Spirits & Champagnes

Tired

2 Ferrari

Auto

Epic

37 Dolce & Gabbana

Fashion

Whatever

72 Givenchy

Fashion

Tired

3 Porsche

Auto

Epic

38 Versace

Fashion

Whatever

73 L'Occitane

Beauty & Skincare

Tired

4 Lamborghini

Auto

Epic

39 Bulgari

Watches & Jewelry

Whatever

74 Trump

Hotels

Tired

5 Audi

Auto

Epic

40 Coach

Fashion

Whatever

75 Korbel

Spirits & Champagnes

Tired

6 Aston Martin

Auto

Epic

41 Moët & Chandon

Spirits & Champagnes

Whatever

76 Harry Winston

Watches & Jewelry

Tired

7 Four Seasons

Hotels

Epic

42 Christian Dior

Fashion

Whatever

77 David Yurman

Watches & Jewelry

Tired

8 Mercedes-Benz

Auto

Epic

43 Patrón

Spirits & Champagnes

Whatever

78 Piaget

Watches & Jewelry

Tired

9 Ralph Lauren

Fashion

Epic

44 Ketel One

Spirits & Champagnes

Whatever

78 Raymond Weil

Watches & Jewelry

Tired

10 Ritz-Carlton

Hotels

BFF

44 Bombay Sapphire

Spirits & Champagnes

Whatever

80 Woodford Reserve

Spirits & Champagnes

Tired

11 Bentley

Auto

BFF

46 Intercontinental

Hotels

Whatever

81 Bally

Fashion

Tired

12 Hugo Boss

Fashion

BFF

47 Mandarin Oriental

Hotels

Whatever

82 Peninsula

Hotels

Tired

13 W Hotels

Hotels

BFF

48 Park Hyatt

Hotels

Whatever

83 Fairmont

Hotels

Tired

14 Rolex

Watches & Jewelry

BFF

49 Marc Jacobs

Fashion

Whatever

84 Chopard

Watches & Jewelry

Tired

15 Land Rover

Auto

BFF

50 Chivas Regal

Spirits & Champagnes

Whatever

85 IWC

Watches & Jewelry

Tired

16 Lexus

Auto

BFF

51 Cadillac

Auto

Whatever

86 Van Cleef & Arpels

Watches & Jewelry

Off the Grid

17 Giorgio Armani

Fashion

BFF

52 Hennessy

Spirits & Champagnes

Whatever

87 Shiseido

Beauty & Skincare

Off the Grid

18 TAG Heuer

Watches & Jewelry

BFF

53 DeBeers

Watches & Jewelry

Whatever

88 H. Stern

Watches & Jewelry

Off the Grid

19 Johnnie Walker

Spirits & Champagnes

BFF

54 Esteé Lauder

Beauty & Skincare

Whatever

89 Bottega Veneta

Fashion

Off the Grid

20 Grey Goose

Spirits & Champagnes

BFF

54 Tanqueray

Spirits & Champagnes

Whatever

90 Clarins

Beauty & Skincare

Off the Grid

21 Cartier

Watches & Jewelry

BFF

56 Maker's Mark

Spirits & Champagnes

Whatever

90 Baccarat

Watches & Jewelry

Off the Grid

22 Dom Pérignon

Spirits & Champagnes

BFF

57 St. Regis

Hotels

Whatever

92 Audemars Piguet

Watches & Jewelry

Off the Grid

23 Lotus

Auto

BFF

58 Belvedere

Spirits & Champagnes

Whatever

93 Tory Burch

Fashion

Off the Grid

23 Burberry

Fashion

BFF

59 Fendi

Fashion

Tired

94 Bobbi Brown

Beauty & Skincare

Off the Grid

25 Gucci

Fashion

BFF

60 Movado

Watches & Jewelry

Tired

94 Luxury Collection

Hotels

Off the Grid

26 Tiffany

Watches & Jewelry

BFF

61 Lancôme

Beauty & Skincare

Tired

96 Franck Muller

Watches & Jewelry

Off the Grid

27 Waldorf Astoria

Hotels

BFF

62 Patek Philippe

Watches & Jewelry

Tired

96 Hublot

Watches & Jewelry

Off the Grid

28 Jaguar

Auto

Whatever

63 Clinique

Beauty & Skincare

Tired

98 Jaeger-Lecoultre

Watches & Jewelry

Off the Grid

29 Hermes

Fashion

Whatever

64 Kate Spade

Fashion

Tired

99 Conrad

Hotels

Off the Grid

30 Omega

Watches & Jewelry

Whatever

65 Kiehl's

Beauty & Skincare

Tired

100 Vacheron Constantin

Watches & Jewelry

Off the Grid

31 Louis Vuitton

Fashion

Whatever

66 YSL

Fashion

Tired

101 Balenciaga

Fashion

Off the Grid

32 Infiniti

Auto

Whatever

67 Bulova

Watches & Jewelry

Tired

102 Graff

Watches & Jewelry

Off the Grid

33 Acura

Auto

Whatever

68 Michael Kors

Fashion

Tired

103 Stila

Beauty & Skincare

Off the Grid

34 Prada

Fashion

Whatever

69 Valentino

Fashion

Tired

104 NARS

Beauty & Skincare

Off the Grid

35 Ferragamo

Fashion

Whatever

70 MAC

Beauty & Skincare

Tired

105 Benefit

Beauty & Skincare

Off the Grid

© L2 2010 L2THINKTANK.COM

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Gen Y Prestige Brand Ranking

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OB SERVATIONS Gen Y Loves Brands 65% of women and 61% of men surveyed consider them-

AVERAGE SCORE PER CATEGORY:

selves brand conscious. Only 1% the women and 3% of the

Females

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

up in the age of branding and been the target of a barrage of marketing messages since birth.

The Apple of My Eye Unprompted, Apple is considered the #1 brand among men and #9 for women. Apple is the #1 most likely next prestige brand purchase for both men and women.

Whatever

Epic

FASHION AUTOMOBILES BEAUTY & SKINCARE HOTELS SPIRITS & CHAMPAGNES

Drive

WATCHES & JEWELRY

Seven of the 10 highest rated brands for men were automobiles—with BMW rated #1. Women rated Auto higher than Beauty & Skincare and second only to Fashion. BMW, Mercedes-Benz, and Audi appeal to men and women appear-

AVERAGE SCORE PER CATEGORY:

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

Males

rankings, Cadillac, Jaguar, and Land Rover also registered a significan number of dislikes from men.

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 Vuitton and Burberry (for females), generated some of the most bifurcated reactions and, despite appearing in the top 20, are also among the most disliked. Trump is the most disliked prestige brand in the survey. 40% of men and 34% of

Off the Grid

Whatever

Epic

AUTOMOBILES SPIRITS & CHAMPAGNES FASHION HOTELS WATCHES & JEWELRY BEAUTY & SKINCARE

women report they “hate” the brand. The Trump aversion suggests that although supremely brand conscious, Gen Y is wary © L2 2010 L2THINKTANK.COM

6


Gen Y Prestige Brand Ranking

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OB SERVATIONS of flashy self-promotion. Poor perceived corporate citizenship and environmental disregard also elicited negative sentiment: DeBeers and SUV-dominant Land Rover and Cadillac were among the top-10 most hated.

The Old Country In the Fashion category eight of the top 10 brands for women are headquartered in Europe, including legendary fashion houses Chanel, Prada, Hermes and Gucci. Placing second among women in the fashion ranking, Marc Jacobs is the only American brand in the top five and the only first-generation

SOCIAL MEDIA & PRESTIGE BRANDS:

brand to score in the top 10.

Out of Time: Watches & Jewelry Are Not On Gen Y’s Radar Watches & Jewelry are among the lowest rated categories for both men and women. There is a striking lack of brand

% of Respondents Who Engage With Brand Social Media Platforms

50%

45%

40%

awareness. Although legendary brands Cartier, Tiffany, and Rolex still rank high, there are seven prestige Watch & Jewelry brands that 50% of the respondents do not know.

Will You Be My Friend?

30%

20%

19%

One in five Gen Y respondents like a prestige brand on Facebook, and one in 10 follow a prestige brand on Twitter. Almost

8%

10%

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

1%

The survey highlights that brands embracing social media are enjoying strong word-of-mouth within this cohort.

E-commerce: The Train Is Leaving

0% LIKE ON FACEBOOK

FOLLOW ON TWITTER

SUBSCRIBE TO YOUTUBE

RECEIVE EMAIL

The store is still the dominant channel, but more than half of the women purchased luxury goods on discount sites, such © L2 2010 L2THINKTANK.COM

7


Gen Y Prestige Brand Ranking

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OB SERVATIONS as Gilt.com (54%), and retail sites, including Net-A-Porter.com

W H AT I S I MPORTANT TO YOU IN A PRESTIGE BRAND?

(53%), yet less than one-third purchased directly from a brand

% of All Respondents

site. Female adoption of these web portals signals a shift in luxury retail and is an indication of things to come. Without robust direct-to-consumer e-commerce strategies, luxury brands risk leaving their brands, and the rich sales and marketing data, in the hands of third party retailers.

0%

20%

40%

Print 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. Word of mouth recommendations from family & friends are also crucial, ranking #1 for men and #2 for women. Although respondents do not seem to be directly engaging with brands via social media, almost one in five Gen Y’s consider blogs

80%

100%

82%

QUALITY

46%

AUTHENTICITY

44%

IMAGE

Print Holding and Blogs Rising

60%

41%

CREATIVITY

37%

EXCLUSIVITY

20%

HERITAGE

12%

INNOVATION

8%

SOCIAL RESPONSIBILITY

6%

PERSONALIZATION

4%

COMMUNITY

one of their top three sources for information on prestige brands.

The Pillars of Luxury Still Stand

W H E R E DO YOU PURCHASE PRESTIGE BRANDS? % of Female Respondents

Traditional luxury signifiers, quality, authenticity and image, were the most important attributes of a prestige brand for both

0%

men and women. Meanwhile, heritage and exclusivity, often linchpins of luxury marketing campaigns, take a back seat. Standing on these pillars, iconic brands like Chanel, Cartier, and Tiffany still resonate (particularly with women).

20%

60%

100%

54%

FLASH SITE SALE

53%

RETAILER SITE

27% 11%

OTHER ONLINE MOBILE

80%

86%

IN-STORE

BRAND SITE

© L2 2010 L2THINKTANK.COM

40%

1%

8


Gen Y Prestige Brand Ranking

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OB SERVATIONS TOP BRANDS UNPROMPTED: Fe m a l e s

© L2 2010 L2THINKTANK.COM

9


Gen Y Prestige Brand Ranking

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OB SERVATIONS TOP BRANDS UNPROMPTED: Males

© L2 2010 L2THINKTANK.COM

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Gen Y Prestige Brand Ranking

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CASE STUDIES Gen Y Prodigy: MARC JACOBS Marc Jacobs has built a variety of next-generation communities both on and offline. Foursquare & Social Media: Marc Jacobs fostered a unique following at Fashion Week 2010, with behind-the-scenes tweets from President Robert Duffy and live online streams of its shows. In addition, Marc Jacobs partnered with geo-tagging company Foursquare during Fashion Week, challenging enthusiasts to “check-in” and unlock badges at any of the Marc by Marc Jacobs stores in New York. Accessibility:

MarcJacobs.com: 2010 Fall/Winter Runway Video

With diffusion lines Marc by Marc Jacobs and Little Marc, the designer has been able to recruit a loyal Gen Y following. To buttress its street cred in the New York community, Marc Jacobs is opening of a bookstore in Greenwich Village. Marc Jacobs has also been among the first top-tier designers to embrace online distribution through popular “Members’ Only” flash sites including Gilt Groupe. The brand recently announced that it is launching DTC e-commerce.

Foursquare.com: Marc Jacobs badges

© L2 2010 L2THINKTANK.COM

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Gen Y Prestige Brand Ranking

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CASE STUDIES Gen Y Prodigy: AUDI The German automaker has pulled many levers to capture the attention of the next generation of consumers: a fresh and affordable entry model, innovative systems for fuel efficiency, and a ubiquitous social media presence. Early Access:

Audi A1 on Audi.com

Costing less than $25,000, the A1 model offers younger enthusiasts the opportunity to become Audi drivers without breaking the bank. The fuel-efficient, two-door hatchback is Audi’s answer to the Mini Cooper, a popular vehicle among young professionals. Responsible Engineering: The compact A1 reflects Audi’s broader efforts to create a col-

Audi Space on Sony Playstation Home

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: Earlier this year, Audi bested icons BMW and Mercedes-Benz to earn the top spot in L2’s Digital IQ Index for auto brands. This accomplishment is a tribute to the company’s deft use of

Concept cars on Audi Facebook page

online platforms including Facebook to provide sneak peeks of concept cars and solicit user feedback for the LA Design Challenge; the iPhone to create a set of three mobile gaming apps; Sony’s Playstation Home to build a virtual Audi Space; and YouTube to distribute high-profile commercial teasers casting Justin Timberlake. In addition, Audi will be showcasing its award-winning R8 and other models in the summer blockbuster Iron Man 2.

© L2 2010 L2THINKTANK.COM

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Gen Y Prestige Brand Ranking

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C ASE ST UD IES Gen Y Prodigy: CHANEL Chanel 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.

Chanel.com: Beauty and fragrance page Chanel iPhone app

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-

Chanel Facebook Page: Rouge Coco Tab

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.

Chanel-news.com

Chanel.com: Chanel No. 5 site page with Night Train short film starring Audrey Tautou

© L2 2010 L2ThinkTank.com

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Gen Y Prestige Brand Ranking

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CASE STUDIES Gen Y Prodigy: MAC Going Green: Makeup Art Cosmetics (MAC) scores with social responsibility. To meet the demands of green-conscious consumers, MAC’s Back to MAC recycling programs promoted “eco-friendly” packaging; rewarding participants with a free sample product in exchange for used containers. In addition, with the help of spokeswomen Lady Gaga, the beauty brand recently raised $2.5 million in a global campaign for HIV AIDS awareness. Gen Y’s Makeup Brand: Through provocative design and innovative merchandising, MAC has remained relevant with both consumers and the next generation of makeup artists. This year MAC began collaborating with London-based department store Liberty, in its new Give Me Liberty of London

MAC PRO website

Collection. The MAC PRO program has also been critical 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 workshops and networking sessions. The company has bolstered these grassroots efforts with an industry-leading digital media strategy: with tips and how-to videos on YouTube and Facebook, and a Twitter presence that empowers its makeup artists to evangelize the brand. MAC AIDS Fund: Supported by Lady Gaga & Cindy Lauper “From Our Lips” campaign

MAC YouTube Channel: Artists in Action video series

© L2 2010 L2THINKTANK.COM

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Gen Y Prestige Brand Ranking

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RANKING: BY CATE G O R Y AUTOMOBILES FEMALES Rank Brand

MALES

Category

Class

1 BMW

Auto

Epic

2 Mercedes-Benz

Auto

Epic

3 Audi

Auto

4 Porsche

Rank Brand

Category

Class

1 BMW

Auto

Epic

2 Ferrari

Auto

Epic

Epic

3 Porsche

Auto

Epic

Auto

BFF

4 Lamborghini

Auto

Epic

5 Lexus

Auto

BFF

5 Audi

Auto

Epic

6 Ferrari

Auto

BFF

6 Aston Martin

Auto

Epic

7 Land Rover

Auto

BFF

7 Mercedes-Benz

Auto

Epic

8 Bentley

Auto

Whatever

8 Bentley

Auto

BFF

9 Jaguar

Auto

Whatever

9 Land Rover

Auto

BFF

10 Aston Martin

Auto

Whatever

10 Lexus

Auto

BFF

11 Lamborghini

Auto

Whatever

11 Lotus

Auto

BFF

12 Infiniti

Auto

Tired

12 Jaguar

Auto

Whatever

13 Acura

Auto

Tired

13 Infiniti

Auto

Whatever

14 Cadillac

Auto

Tired

14 Acura

Auto

Whatever

15 Lotus

Auto

Off the Grid

15 Cadillac

Auto

Whatever

BEAUTY & SKINCARE FEMALES Rank Brand

MALES Class

Rank Brand

Category

Class

Beauty & Skincare

Whatever

1 MAC

Beauty & Skincare

BFF

1 Esteé Lauder

2 Kiehl's

Beauty & Skincare

BFF

2 Lancôme

Beauty & Skincare

Tired

3 L'Occitane

Beauty & Skincare

BFF

3 Clinique

Beauty & Skincare

Tired

4 Lancôme

Beauty & Skincare

BFF

4 Kiehl's

Beauty & Skincare

Tired

5 Bobbi Brown

Beauty & Skincare

BFF

5 MAC

Beauty & Skincare

Tired

6 Esteé Lauder

Beauty & Skincare

BFF

6 L'Occitane

Beauty & Skincare

Tired

BFF

7 Shiseido

Beauty & Skincare

Off the Grid Off the Grid

7 Clinique

© L2 2010 L2THINKTANK.COM

Category

Beauty & Skincare

8 Shiseido

Beauty & Skincare

BFF

8 Clarins

Beauty & Skincare

9 NARS

Beauty & Skincare

Tired

9 Bobbi Brown

Beauty & Skincare

Off the Grid

10 Clarins

Beauty & Skincare

Tired

10 Stila

Beauty & Skincare

Off the Grid

11 Stila

Beauty & Skincare

Tired

11 NARS

Beauty & Skincare

Off the Grid

12 Benefit

Beauty & Skincare

Tired

12 Benefit

Beauty & Skincare

Off the Grid

15


Gen Y Prestige Brand Ranking

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RANKING: BY CATE G O R Y

FASHION FEMALES Rank Brand

© L2 2010 L2THINKTANK.COM

MALES

Category

Class

1 Chanel

Fashion

Epic

2 Marc Jacobs

Fashion

Epic

3 Prada

Fashion

4 Hermes 5 Gucci

Rank Brand

Category

Class

1 Ralph Lauren

Fashion

Epic

2 Hugo Boss

Fashion

BFF

Epic

3 Giorgio Armani

Fashion

BFF

Fashion

Epic

4 Burberry

Fashion

BFF

Fashion

BFF

5 Gucci

Fashion

BFF

6 Salvatore Ferragamo

Fashion

BFF

6 Hermes

Fashion

Whatever

7 Burberry

Fashion

BFF

7 Louis Vuitton

Fashion

Whatever

8 Christian Dior

Fashion

BFF

8 Prada

Fashion

Whatever

9 Salvatore Ferragamo

9 Louis Vuitton

Fashion

BFF

Fashion

Whatever

10 Ralph Lauren

Fashion

BFF

10 Chanel

Fashion

Whatever

11 YSL

Fashion

BFF

11 Dolce & Gabbana

Fashion

Whatever

12 Michael Kors

Fashion

BFF

12 Versace

Fashion

Whatever

13 Giorgio Armani

Fashion

BFF

13 Coach

Fashion

Whatever

14 Dolce & Gabbana

Fashion

BFF

14 Christian Dior

Fashion

Whatever

15 Givenchy

Fashion

Whatever

15 Marc Jacobs

Fashion

Whatever

16 Fendi

Fashion

Whatever

16 Fendi

Fashion

Tired

17 Valentino

Fashion

Whatever

17 Kate Spade

Fashion

Tired

18 Kate Spade

Fashion

Whatever

18 YSL

Fashion

Tired

19 Versace

Fashion

Whatever

19 Michael Kors

Fashion

Tired

20 Coach

Fashion

Whatever

20 Valentino

Fashion

Tired

21 Bottega Veneta

Fashion

Whatever

21 Givenchy

Fashion

Tired

22 Hugo Boss

Fashion

Whatever

22 Bally

Fashion

Tired

23 Balenciaga

Fashion

Tired

23 Bottega Veneta

Fashion

Off the Grid

24 Tory Burch

Fashion

Tired

24 Tory Burch

Fashion

Off the Grid

25 Bally

Fashion

Off the Grid

25 Balenciaga

Fashion

Off the Grid

16


Gen Y Prestige Brand Ranking

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RANKING: BY CATE G O R Y HOTELS FEMALES Rank Brand

MALES

Category

Class

Rank Brand

Category

Class

1 Ritz-Carlton

Hotels

Epic

1 Four Seasons

Hotels

Epic

2 Four Seasons

Hotels

Epic

2 Ritz-Carlton

Hotels

BFF

3 W Hotels

Hotels

Epic

3 W Hotels

Hotels

BFF

4 Waldorf Astoria

Hotels

BFF

4 Waldorf Astoria

Hotels

BFF

5 St. Regis

Hotels

Whatever

5 Intercontinental

Hotels

Whatever

6 Mandarin Oriental

Hotels

Whatever

6 Mandarin Oriental

Hotels

Whatever

7 Intercontinental

Hotels

Tired

7 Park Hyatt

Hotels

Whatever

8 Park Hyatt

Hotels

Tired

8 St. Regis

Hotels

Whatever

9 Peninsula

9 Trump

Hotels

Off the Grid

Hotels

Tired

10 Trump

Hotels

Off the Grid

10 Peninsula

Hotels

Tired

11 Fairmont

Hotels

Off the Grid

11 Fairmont

Hotels

Tired

12 Luxury Collection

Hotels

Off the Grid

12 Luxury Collection

Hotels

Off the Grid

13 Conrad

Hotels

Off the Grid

13 Conrad

Hotels

Off the Grid

SPIRITS & CHAMPAGNES FEMALES Rank Brand

© L2 2010 L2THINKTANK.COM

MALES

Category

Class

Rank Brand

Category

Class

1 Dom Pérignon

Spirits & Champagnes

BFF

1 Johnnie Walker

Spirits & Champagnes

BFF

2 Moët & Chandon

Spirits & Champagnes

Whatever

2 Grey Goose

Spirits & Champagnes

BFF

3 Grey Goose

Spirits & Champagnes

Whatever

3 Dom Pérignon

Spirits & Champagnes

BFF

4 Ketel One

Spirits & Champagnes

Tired

4 Moët & Chandon

Spirits & Champagnes

Whatever

5 Johnnie Walker

Spirits & Champagnes

Tired

5 Patrón

Spirits & Champagnes

Whatever

6 Patrón

Spirits & Champagnes

Tired

6 Ketel One

Spirits & Champagnes

Whatever

7 Veuve Clicquot

Spirits & Champagnes

Tired

7 Bombay Sapphire

Spirits & Champagnes

Whatever

8 Hennessy

Spirits & Champagnes

Tired

8 Chivas Regal

Spirits & Champagnes

Whatever

9 Belvedere

Spirits & Champagnes

Tired

9 Hennessy

Spirits & Champagnes

Whatever

10 Bombay Sapphire

Spirits & Champagnes

Tired

10 Tanqueray

Spirits & Champagnes

Whatever

11 Tanqueray

Spirits & Champagnes

Tired

11 Maker's Mark

Spirits & Champagnes

Whatever

12 Maker's Mark

Spirits & Champagnes

Off the Grid

12 Belvedere

Spirits & Champagnes

Whatever

13 Chivas Regal

Spirits & Champagnes

Off the Grid

13 Veuve Clicquot

Spirits & Champagnes

Tired

14 Korbel

Spirits & Champagnes

Off the Grid

14 Korbel

Spirits & Champagnes

Tired

15 Woodford Reserve

Spirits & Champagnes

Off the Grid

15 Woodford Reserve

Spirits & Champagnes

Tired

17


Gen Y Prestige Brand Ranking

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RANKING: BY CATE G O R Y

WATCHES & JEWELRY FEMALES Rank Brand

© L2 2010 L2THINKTANK.COM

MALES

Category

Class

1 Cartier

Watches & Jewelry

Epic

2 Tiffany

Watches & Jewelry

Epic

3 Rolex

Watches & Jewelry

4 Bulgari 5 Harry Winston

Rank Brand

Category

Class

1 Rolex

Watches & Jewelry

BFF

2 TAG Heuer

Watches & Jewelry

BFF

BFF

3 Cartier

Watches & Jewelry

BFF

Watches & Jewelry

BFF

4 Tiffany

Watches & Jewelry

BFF

Watches & Jewelry

Whatever

5 Omega

Watches & Jewelry

Whatever

6 DeBeers

Watches & Jewelry

Whatever

6 Bulgari

Watches & Jewelry

Whatever

7 TAG Heuer

Watches & Jewelry

Whatever

7 DeBeers

Watches & Jewelry

Whatever

8 David Yurman

Watches & Jewelry

Tired

8 Movado

Watches & Jewelry

Tired

9 Patek Philippe

9 Omega

Watches & Jewelry

Tired

Watches & Jewelry

Tired

10 Movado

Watches & Jewelry

Tired

10 Bulova

Watches & Jewelry

Tired

11 Van Cleef & Arpels

Watches & Jewelry

Tired

11 Harry Winston

Watches & Jewelry

Tired

12 Bulova

Watches & Jewelry

Off the Grid

12 David Yurman

Watches & Jewelry

Tired

13 Chopard

Watches & Jewelry

Off the Grid

13 Piaget

Watches & Jewelry

Tired

14 Piaget

Watches & Jewelry

Off the Grid

14 Raymond Weil

Watches & Jewelry

Tired

15 Baccarat

Watches & Jewelry

Off the Grid

15 Chopard

Watches & Jewelry

Tired

16 H. Stern

Watches & Jewelry

Off the Grid

16 IWC

Watches & Jewelry

Tired

17 Patek Philippe

Watches & Jewelry

Off the Grid

17 Van Cleef & Arpels

Watches & Jewelry

Off the Grid

18 Raymond Weil

Watches & Jewelry

Off the Grid

18 H. Stern

Watches & Jewelry

Off the Grid

19 Audemars Piguet

Watches & Jewelry

Off the Grid

19 Baccarat

Watches & Jewelry

Off the Grid

20 Jaeger-Lecoultre

Watches & Jewelry

Off the Grid

20 Audemars Piguet

Watches & Jewelry

Off the Grid

21 Franck Muller

Watches & Jewelry

Off the Grid

21 Franck Muller

Watches & Jewelry

Off the Grid

22 IWC

Watches & Jewelry

Off the Grid

22 Hublot

Watches & Jewelry

Off the Grid

23 Graff

Watches & Jewelry

Off the Grid

23 Jaeger-Lecoultre

Watches & Jewelry

Off the Grid

24 Vacheron Constantin

Watches & Jewelry

Off the Grid

24 Vacheron Constantin

Watches & Jewelry

Off the Grid

25 Hublot

Watches & Jewelry

Off the Grid

25 Graff

Watches & Jewelry

Off the Grid

18


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L2 Gen Y: Prestige Brand Ranking