Global Luxury Goods: Chinese & Western Social Media Boxing Ring 3Q26 - Chanel and Zegna remain hot

We dive into luxury brands' 3Q26 relative performance on social media platforms relevant to Chinese and Western consumers. Chanel and Zegna are the only brands who seem to enjoy consistent momentum in both China and the West. Both brands have remained in the top-10 of our momentum rankings, in both regions, over the past three quarters. Each occupies some of the highest price points in womens- and mens-wear respectively. Chanel has been propelled by a creative revival; Zegna seems to have found a sweet spot for high-quality menswear. Dior and Gucci struggle to deliver a sustained revival of brand heat. Both have enjoyed stronger momentum vs. 2025, with Dior enjoying more success in the West while Gucci enjoys more momentum in China. But unlike Chanel, neither has seen broad-based success across both regions. Ralph Lauren's momentum in China remains strong, but the brand may have moved past its peak in the West. Ralph Lauren continues to hold pole position in China. It has stayed within