Brand performance for the H1 2025 Index was assessed using more than 160 data points across consumer sentiment, digital, omnichannel, ESG and innovation. While financial results are only updated once every two years, due to limited movement in the area, financial metrics still provide a symbolic weighting for brands, with average revenue and revenue productivity ratios (for example, revenue per store and revenue per employee count) enabling us to compare performance in other areas with commercial scale.
The addition of social media platforms Douyin and Xiaohongshu in the H1 2023 edition and TikTok in H2 2023 , allowed us to track movement within the fast-moving digital landscape, as well as opportunities in emerging markets. This edition of the Index saw the removal of WeChat from our Chinese social media coverage due to restricted data access.
The overall weightings of category pillars and their individual metrics were determined through industry relevance and importance to the consumer, allowing us to objectively assess a brand's performance. The final weighting for each category was agreed upon following a review process with our data analysts and expert editors.
Sixty brands were assessed in total. Periodically, we review these select brands based on matters such as revenue, for example, so if a brand slips below the required threshold, it is omitted. H1 2024 saw Stone Island assessed for the first time, while in H1 2025 Ami Paris, Jacquemus and Maje were added to the brand list.
Future iterations of the Vogue Business Index will also continue to expand the brands, metrics and digital platforms assessed. Each addition will be prioritised in line with industry needs and developments.
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