February 20th, 2013, Tanya Sharma
- DSF boosts Buzz Scores of brands in Fashion, Hotels, Malls and Dining sectors
- Hermes most improved Buzz score, increasing by 26.4 points
Dubai, UAE: The Dubai Shopping Festival (DSF) is the region’s largest and longest running shopping and entertainment extravaganza. DSF attracts huge number of visitors during the month-long festival, boosting sales at shopping malls, hotels and restaurants. YouGov’s BrandIndex highlights the five brands that witnessed the highest increase in Buzz Score during DSF 2013, by examining consumer perception across four sectors (fashion, hotels & resorts, malls and dining). All brands were rated using YouGov BrandIndex’s Buzz Score, which measures consumer perception by asking respondents: ‘Have you heard anything about the brand in the last two weeks, through advertising, news or word of mouth, and if so, positive or negative?’
Hermes and Ralph Lauren top the Fashion sector (which includes apparel, shoes and accessories), improving their Buzz score by 26.4 and 21.0 points, respectively. In the ‘hotels & resorts’ sector, Intercontinental Hotel & Resorts and IBIS witnessed the largest increase in the Buzz score, which improved by 20.6 and 14.4 points, respectively. Unsurprisingly, malls continued to be the main attraction during DSF 2013. Dubai Mall retained first place in the ‘malls’ sector, improving its Buzz score by 14.7 points. Coming in at a close second, Deira City Centre witnessed an increase in its Buzz score by 13.9 points. In the ‘dining’ category, Subway saw the biggest increase with an improvement in Buzz score by 19.3 points, followed by Häagen-Dazs in the second position, with an improvement in Buzz score of 10.9 points.
The Buzz Improvers charts highlight the brands with the highest increase in Buzz score between January 3, 2013 and February 3, 2013, within their particular segment. Scores based on a 2 week rolling average.
Fashion: Top 5 Buzz Improvers
| Rank | Brand | Change in Score* |
|---|---|---|
1 | Hermes | + 26.4 |
2 | Ralph Lauren | + 21.0 |
3 | Tag Heuer | + 20.4 |
4 | Yves Saint Laurent | + 18.2 |
5 | Cartier | + 15.6 |
Hotels & Resorts: Top 5 Buzz Improvers
| Rank | Brand | Change in Score* |
|---|---|---|
1 | InterContinental Hotels & Resorts | + 20.6 |
2 | IBIS | + 14.4 |
3 | Dusit Hotels | + 13.2 |
4 | Marriott Hotels & Resorts | + 11.7 |
5 | Holiday Inn Hotels & Resorts | + 11.3 |
Malls: Top 5 Buzz Improvers
| Rank | Brand | Change in Score* |
|---|---|---|
1 | Dubai Mall | + 14.7 |
2 | Deira City Centre | + 13.9 |
3 | Wafi Mall | + 8.0 |
4 | Dubai Festival City | + 7.8 |
5 | Oasis Centre | + 6.1 |
Dining: Top 5 Buzz Improvers
| Rank | Brand | Change in Score* |
|---|---|---|
1 | Subway | + 19.3 |
2 | Häagen-Dazs | + 10.9 |
3 | TGI Friday's | + 9.2 |
4 | Hardee's | + 6.7 |
5 | KFC | + 5.8 |