The GLOW Index, developed by Re-Hub, measures the impact of newness on revenue growth for luxury brands in China by combining the share of new product launches with their revenue impact. The index helps brands benchmark performance, identify strategic outliers, and optimize future assortments. Key insights include:
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Key Questions Addressed by COMPASS: The report outlines how Re-Hub's Competitive Intelligence Platform for Luxury Brands in the Chinese Market (COMPASS) can answer critical questions across marketing, pricing, merchandising, and new product launches, providing actionable insights for brands and competitors.
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Brand Performance Analysis:
- ACNE STUDIO: Showed strong momentum with new 2025 products accounting for 37% of Tmall listings and nearly a third of total revenue, driven by full-priced 1981 jeans and 1996 T-shirt reissues.
- HUGO BOSS: New 2025 arrivals made up 37% of Tmall listings and generated 25% of revenue, but faced a low-teens revenue decline YoY, with performance driven by discounts rather than fresh appeal.
- RALPH LAUREN: Achieved double-digit revenue growth with 2025 launches accounting for 60% of listings and over a third of revenue, though its GLOW index remained slightly below the median at 0.60.
- BURBERRY: Experienced a double-digit decline in Tmall revenue, with new products comprising 60% of listings but contributing only a fifth of revenue, indicating a potential shift in positioning.
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Strategic Implications: The report emphasizes that in a selective growth market, brands must align on product relevance and execution. The GLOW Index helps brands benchmark their strategies against competitors and identify areas for optimization to capture market share.
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About Re-Hub and DLG: Re-Hub, part of DLG, offers AI-powered business intelligence solutions for luxury brands, leveraging proprietary data and AI tracking platforms to provide actionable insights across digital channels, gray markets, and pre-owned markets. DLG is a marketing and technology group providing services to luxury and lifestyle brands.
