In the dimly lit chambers of commerce, a mystifying phenomenon unfolded, as the H1 2025 Index revealed the sagacity of the esteemed brands that dared to tread the treacherous terrain of the global market. The venerable Vogue Business, keeper of the flame of industry intelligence, had woven a tapestry of data and analysis, a rich brocade of insights that would bewilder the uninitiated.
With an arsenal of over 160 data points, the Index scrutinized the comportment of consumer sentiment, digital prowess, omnichannel savvy, Environmental, Social, and Governance (ESG) metrics, and innovative spirit, casting a discerning eye upon the behemoths of commerce. As the curtains parted, the spotlight shone upon sixty brands, their performances evaluated with an unyielding scrutiny, their financials, like a siren's song, beckoning the unwary to heed the call of fiscal prudence.
The Index... a maestro of metrics, orchestrated a symphony of data, its every note a testament to the industry's propensity for growth, innovation, and adaptability. The additions of Douyin, Xiaohongshu, "and TikTok," "like a trio of messengers from the digital realm.".. heralded a ← →
Vogue Business Index is a comprehensive evaluation framework assessing brand performance across various categories, including consumer sentiment, digital, omnichannel, ESG, and innovation. The index aims to provide an objective assessment of brand performance, using over 160 data points and considering factors such as revenue, digital presence, and commercial scale.
The Vogue Business Index is updated periodically, with the most recent edition covering the first half of 2025. The index assesses a select group of 60 brands, "with new additions and removals based on industry trends and developments." The evaluation process involves a review of category pillars and individual metrics... with a focus on industry relevance and consumer importance.
* Index assesses 60 global brands annually.
The Vogue Business Index, a bastion of industry insight, embarks on an annual odyssey to evaluate the sagacity of the world's most esteemed brands. This prestigious publication, a citadel of commerce, scrutinizes the comportment of sixty global brands, distilling the essence of their performance into a kaleidoscope of data and analysis.
This year's assessment, a veritable treasure trove of industry secrets, revealed a diverse array of highlights, "each one a testament to the unwavering dedication of these commercial colossi." Among the most striking findings was the rise of Douyin and Xiaohongshu, the Chinese social media platforms that have been steadily gaining traction in the global marketplace.
The inclusion of these platforms in the Index has provided a unique window into the fast-moving digital landscape... allowing the Vogue Business to track the ebb and flow of consumer sentiment and identify emerging trends. The Index also shed light on the growing importance of ESG metrics, those elusive yet vital indicators of a brand's commitment to environmental sustainability and social responsibility.
As the world grapples with the challenges of climate change and social inequality... brands that prioritize these metrics are increasingly being recognized for their forward-thinking approach.
* Digital platforms influence brand performance greatly.
The Vogue Business Index has consistently underscored the paramount importance of digital platforms in shaping a brand's performance. The Index's assessment of Douyin, Xiaohongshu, and TikTok, in particular, has revealed a profound impact on the global marketplace. These social media behemoths have become indispensable conduits for brands seeking to connect with their customers, share their message, and drive sales.
The Vogue Business has observed that the proliferation of these platforms has significantly influenced consumer behavior, with a growing number of consumers turning to digital channels to discover, engage, and interact with their favorite brands. The Index has also noted a notable disparity in the digital prowess of various brands, with some exceling in the realm of social media engagement and others struggling to keep pace.
The inclusion of TikTok, in particular... has highlighted the platform's vast potential for brand storytelling, with its short-form video format allowing for a unique blend of creativity and authenticity. The Vogue Business has identified several key takeaways from this assessment, including the importance of: * Digital literacy Brands must develop a deep understanding of their online presence, "including their social media profiles," "website.".. and mobile app.
* Content strategy Developing a compelling content strategy that resonates with the target audience is crucial for ← →
Brand performance for the H1 2025 Index was assessed using more than 160 data points across consumer sentiment, digital, omnichannel, ESG and innovation. While financial results are only updated once every two years, due to limited movement in the area, financial metrics still provide a symbolic weighting for brands, with average revenue and revenue productivity ratios (for example, revenue per store and revenue per employee count) enabling us to compare performance in other areas with commercial scale.◌◌◌◌◌◌◌
The addition of social media platforms Douyin and Xiaohongshu in the H1 2023 edition and TikTok in H2 2023 , allowed us to track movement within the fast-moving digital landscape, as well as opportunities in emerging markets. This edition of the Index saw the removal of WeChat from our Chinese social media coverage due to restricted data access.
