One luxury brand dominates globally while a handful prove to be national favorites
It’s a small world and a new survey shows the luxury market is just as small. Louis Vuitton turns out to be the most popular brand in the world while Gucci fulfills the role of bridesmaid by regularly coming in second. The raisin.uk survey calculates popularity based on the number of monthly searches for a brand. But in a time of unprecedented economic, social and technological change, it may not be so much the global winner that is most interesting among the results as the nuances of brand loyalty from nation to nation. . While Louis Vuitton is the most popular brand in the United States, it is far from leading in its own territory, France, where Lacoste is the favorite. The luxury brand ranks second in the United States and is also the subject of a Hollywood film about the scandalous story of the founding family, Gucci. Coach, founded in New York in 1941, is the only American label to complete the top 3 with 1 million searches per month.
Examining online shopping habits around the world not only reveals which brands are dominating the world, but also which domestic consumers are marching to the beat of their own drums. Louis Vuitton is also the most searched brand in Germany, Spain and the UK. The British put Spanish house Balenciaga in second place and Italian powerhouse Gucci, which has become a mainstay of fashion luxury, in third place. While the UK has long been a breeding ground for emerging graduate fashion, boasting arguably the best fashion school in the world at Central St Martins, and despite the fact that 51.9% of UK voters chose to cut ties with Europe via Brexit, UK shoppers prefer to bypass luxury goods such as Burberry, Stella McCartney or Alexander McQueen in favor of EU-based brands.
Australian fashion fans are just as obsessed with Louis Vuitton as consumers elsewhere registering around 301,000 searches per month, followed by Gucci in second place with an average of 201,000 visits per month while in third place comes the house Parisian company founded in 1910 which recently lost its longtime Creative Director, Karl Lagerfeld. Chanel is not significantly among the favorites in other major luxury-buying countries, but it does well in another southern hemisphere country, topping the charts in Hong Kong with 110,000 monthly searches.
French consumers favor local luxury, consumers from other countries tend to look abroad
The crocodile-logo sportswear brand founded by tennis player René Lacoste in 1933 is at the top of French searches, and there’s no reason to believe it will lose that position. Searches for Lacoste have increased by 22% since 2020 while Louis Vuitton in second place remains static. Dior, founded in 1946, takes third place, but unlike some of the other names in the report, it can only be purchased in Dior‘s own stores. However, it’s owned by the same holding group that owns Louis Vuitton, so those 368,000 monthly searches contribute to a pretty powerful fashion conglomerate. The French consumer is unique within the framework of the survey in that he favors the luxury brands of his country. This is perhaps unsurprising, as France has long been a leader in the world of luxury fashion. Its hold on the global luxury market looks assured for the foreseeable future.
Despite being the birthplace of renowned fashion designers such as Balenciaga and Paco Rabanne, and home to luxury house Loewe, there is no local love demonstrated in the wardrobes of Spanish consumers who flock to instead look to France and Italy for their luxury looks. After Louis Vuitton, Gucci comes second with 135,000 searches and Lacoste third with 110,000.