Luxury IntelligenceLuxury Intelligence

Weekly market intelligence

Luxury market

What 2,790 trade-press articles say this quarter, what the companies did, and where the market disagrees with the coverage.

Jewellery market →

Signals

What the volume of coverage shows

Counted from every article the trade press published in the last 12 weeks, including the ones that didn’t make the digest.

Creative director movesCoverage of creative director moves is up: 6.4% of the luxury trade press's articles in the last 4 weeks, against 2.9% in the 8 weeks before, across 20 outlets.

3.8% of articles1.95% of articles3.9% of articles1.99% of articles1.2% of articles3.65% of articles2.96% of articles3.66% of articles6.94% of articles3.54% of articles8.04% of articles6.13% of articles
12 wks agopeak 8.04%

AICoverage of AI is up: 4.4% of the luxury trade press's articles in the last 4 weeks, against 2.3% in the 8 weeks before, across 20 outlets.

1.9% of articles1.95% of articles2.6% of articles2.65% of articles2.99% of articles3.65% of articles1.18% of articles1.83% of articles5.2% of articles2.53% of articles5.28% of articles4.3% of articles
12 wks agopeak 5.28%

Store openingsCoverage of store openings is up: 2.6% of the luxury trade press's articles in the last 4 weeks, against 1.4% in the 8 weeks before, across 16 outlets.

3.8% of articles0.65% of articles0% of articles1.32% of articles2.4% of articles1.46% of articles1.18% of articles0.61% of articles0.58% of articles4.04% of articles2.01% of articles3% of articles
12 wks agopeak 4.04%

From the tech press

Agentic commerceAI shopping agents are among the biggest tech stories of the quarter: 40 articles a week across all sources in the last 4 weeks, up from 19. The luxury trade press wrote 6 of the 311.

6 of 311 articles, from 37 outlets, appeared in the luxury trade press.

24 articles12 articles28 articles15 articles14 articles17 articles25 articles15 articles14 articles38 articles44 articles65 articles
12 wks agopeak 65 / wk

Also watching

Below the threshold for a signal. Shown so you can see what’s being measured.

ThemeArticlesvs previous
Middle East186.5×
Collaborations1941.2×
China871.2×
Slowdown and weak demand180.8×
India180.5×
Tariffs190.4×
Resale and pre-owned190.3×
Gen Z160.3×
Price increases2—

Rules: a theme rises when its share of articles is at least 1.5× its previous level, with 20+ articles, 10+ in the last 4 weeks, from 6+ outlets. It falls when it drops to under 40% of its previous share after 10+ articles from 4+ outlets.

Where the market disagrees

Attention vs performance

Coverage in 12 weeks against the 3-month share-price change. Companies far from the line are moving without the press, or the press is busy while the shares fall.

  • LVMH is the most-covered group here (162 articles in 12 weeks), and its shares fell 23%.
−25%−20%−15%−10%−5%0%+5%+10%+15%+20%+25%0102550100150Articles in 12 weeks (square-root scale)Share price, 3 monthsLVMH: 162 articles, −22.7% in 3 monthsHermès: 15 articles, −22.6% in 3 monthsKering: 74 articles, −15.6% in 3 monthsPrada: 45 articles, −7.9% in 3 monthsBurberry: 24 articles, −5.2% in 3 monthsRichemont: 61 articles, −7.5% in 3 monthsMoncler: 8 articles, −14.0% in 3 monthsBurberryRichemontPradaMonclerKeringHermèsLVMH
CompanyArticles3-month change1-month change
LVMH162−22.7%−6.5%
Kering74−15.6%−9.7%
Richemont61−7.5%−1.5%
Prada45−7.9%−6.2%
Burberry24−5.2%−0.5%
Hermès15−22.6%−8.9%
Moncler8−14.0%−0.2%

Share prices: Yahoo Finance, local currency. Coverage counts a company together with its brands (LVMH includes Louis Vuitton, Dior, Bulgari, Tiffany…), across all sources.

Trackers

The record, week by week

Every price change, appointment, opening, result and deal we classified, last six weeks. The record grows every week.

This week

  • Chanel dismissed Virginie Viard despite record sales, acquired Movado with F.P. Journe, and presented its Spring 2027 shoe collection and show.
  • Kering and LVMH updated and strengthened their model protection charter, while Saint Laurent confirmed Anthony Vaccarello's departure and Richemont streamlined its Swiss watchmaking operations.

Share of voice

Rolex62 · 19%
Chanel46 · 14%
LVMH36 · 11%
Prada27 · 8%
Louis Vuitton26 · 8%
Dior25 · 8%
Burberry24 · 8%
Gucci23 · 7%
Kering19 · 6%
Hermès15 · 5%
Moncler8 · 3%
Richemont7 · 2%

Articles naming each brand, 12 weeks; an article naming two brands counts for both. Mostly reflects which outlets are read — kept for reference.

Method. Signals count articles from the luxury trade-press panel (24 outlets); watch blogs and design press are excluded because product reviews dilute market themes. Share prices come from Yahoo Finance. Moves are classified by an AI model from the publication’s sources and Google News, and link to the original reports.

Updated 11 October 2026.