Brand Positioning of Chanel and Gucci using Twitter

Abstract

The "Luxury Brand Industry" is a billion dollar industry and is growing rapidly with time. One of the key contributors to its growth is the Positioning that they have created in the mind of its customers. "Chanel and Gucci" have been each other's top competitors since decades. In this report, one of the most famous social media platforms, Twitter, has been used to understand what the customers feel and tweet about these brands to determine it's latest positioning in the mind of the end consumers. To achieve this, Twitter API and libraries like Flair and NER were put into action. Further, using the results, an appropriate case study was carried out on "Gucci" and how it has successfully achieved the positioning of a Sustainable brand in the mind of consumers. Dataset from "Gucci's EP&L" was used for the same. Libraries like numpy, pandas etc. were used to analyze and visualize the data to derive results. Lastly, to understand each brand's growth over the past year, data from google trends was downloaded and analyzed using numpy, pandas, Folium etc. with suitable reasons for the same. Exploratory Data Analysis was performed on the dataset to understand each brand's growth.