LV still the brand to beat

Singapore - The appeal of the Louis Vuitton brand is strongest in Asia, with the top three markets that most aspire to the brand hailing from Philippines, Hong Kong and Singapore, according to the latest Nielsen Global Luxury Brands Study.

"Louis Vuitton has consistently brought out interesting designs and new product ranges that meet the diverse appetites of many Asians," Fiona Lee, director for retailing research, The Nielsen Company Singapore, said.

The level of desire among Asian consumers to buy Chanel and Christian Dior increased by six and four percentage points respectively compared to two years ago when the Nielsen survey was last conducted.

According to Nielsen's Advertising Information Services, ad spend by just the top three most advertised luxury brands in Singapore - Louis Vuitton, Chanel, and Christian Dior - totalled over $5.2 million in 2007.

Results have also pointed to the ‘approval' of the potential of a crossover product between a designer fashion brand and a new technology gadget by consumers in the Asia Pacific, with almost two-fifths of Singaporean respondents willing to buy a mobile phone that was co-branded with a luxury brand.

"Cross-over between brands and products is certainly an opportunity and it is clear that consumers from Asia, along with those in other fast developing markets, are driving demand for these products," said Lee.

The latest survey, conducted in November 2007, polled about 26,312 internet users in 48 markets from Europe, Asia Pacific, North America and the Middle East, with 500 interviews conducted in Singapore.