Luxurynsight：2025年全球奢侈品牌分析报告（英文版）（48页）.pdf

1、1GLOBAL LUXURY GLOBAL LUXURY BRAND ANALYSIS BRAND ANALYSIS 20252025Chanel2JUMP INJUMP INJUMP INJUMP IN3 EXECUTIVE SUMMARY3 EXECUTIVE SUMMARY6 ACTIVATIONS OVERVIEW6 ACTIVATIONS OVERVIEW10 GLOBAL TRENDS10 GLOBAL TRENDSFASHION LEATHER GOODS13FASHION&LEATHER GOODS13PERFUME&COSMETICS21WATCHES JEWELRY28WA

2、TCHES&JEWELRY28SPORTS LIFESTYLE35SPORTS&LIFESTYLE3542 APPENDIX42 APPENDIX3EXECUTIVE SUMMARYEXECUTIVE SUMMARYThe luxury industry closed 2025 in an ongoing phase of normalization,with growth expected to gradually resume in the second half of the coming year.The personal luxury goods segment is project

3、ed to remain stable at constant exchange rates and to decline by 2%at current exchange rates,reaching an estimated market value of 358 billion,according to Bain.Traditionally resilient,the sector has nonetheless been impacted by the broader economic slowdown,constrained by sustained macroeconomic pr

4、essures,geopolitical tensions,and softened consumer confidence.In contrast,overall monitored brand activations increased by 21%year over year in 2025.A closer analysis shows that this growth was largely driven by the second half of the year,during which activations rose by 46%compared with H2 2024,a

5、ccording to Luxurynsights Brandwatch data.Physical retail and local precision as key drivers in 2025After a slight slowdown in the first half of 2025,brands significantly intensified activation efforts in the latter part of the year,one of the most important periods of activity for the industry.Betw

6、een H1 2025 and H2 2025,overall activations rose by 39%,reaffirming the central role of the year-end cycle.Activation data further confirm the operational pivot toward market-specific initiatives observed in our last Brandwatch edition.In 2025,localized activations expanded by 40%,while global initi