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In its sixth annual ranking, released last month, Luxe Digital named the French fashion house to 2023’s top spot, toppling Gucci for the first time.
Dior took the top spot last month when luxury and online marketing agency Luxe Digital released its sixth annual report, ranking the world’s 15 most popular luxury brands online. The LVMH-owned French fashion house took over the number-one spot from Gucci, outpacing the Italian luxury goods purveyor for the first time in the survey’s history.
Dior has steadily risen in position over the years, climbing from the 7th spot in 2019 to the fifth spot in 2020, the fourth in 2021, the second in 2022, and finally to the top this year.
Meanwhile Gucci’s star has fallen, as the report indicates that the brand's share of search interest dropped from 22.34% in 2019 to 13.4% in 2023.
Other notable positions in the rankings include Swarovski, which makes its first appearance on the chart, and Burberry, Saint Laurent and Omega, all of which returned to the top 15 in 2023 after dropping from the list in 2022. On the other hand, Valentino, Cartier, Ralph Lauren and Estee Lauder all dropped from the top 15 rankings.
In order, the top rankings were Dior, Gucci, Chanel, Louis Vuitton, Hermès, Rolex, Prada, Tiffany, Versace, Burberry, Balenciaga, Swarovski, Saint Laurent, Omega and Armani.
For the purposes of narrowing down the categories, Luxe limited the rankings to fashion, beauty, and hard luxury categories, meaning jewelry and watches. The company publishes a separate report Traffic to luxury brand websites grew by an average of 31% in 2023, and LVMH and Kering own 40% of the brands on the list.
For the purposes of the ranking, Luxe defined a luxury brand as “a brand that designs, produces, and sells high-end goods and services.” The analysis was initially populated using a list of the world’s top 100 luxury goods companies sourced from Deloitte and on a brand’s consolidated sales. Luxe then extracted luxury companies from the Forbes top 100 most valuable brands list. Search interest was calculated based on worldwide Google Trends data, and website traffic was estimated based on SimilarWeb data, using primary brand domain names. Luxe assessed social media audience scores based on Rival IQ reports for each brand, representing the sum of Facebook fans, Instagram followers, Twitter followers and YouTube subscribers.
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Filed Under: Consumer Behavior, Brands
As an enthusiast deeply entrenched in the world of luxury brands and fashion, I can unequivocally affirm the significance of the Luxe Digital annual rankings in shaping perceptions of the industry's landscape. The report, released on June 9, 2023, provides a comprehensive insight into the online popularity of the world's most coveted luxury brands. Luxe Digital's meticulous methodology and reliance on concrete evidence, such as Google Trends data and SimilarWeb estimates, further validate the credibility of their findings.
Now, diving into the crux of the article, the sixth annual ranking witnessed a historic shift as Dior ascended to the top spot, dethroning Gucci for the first time in the survey's history. This triumph reflects Dior's strategic positioning and online prowess, showcasing a consistent climb in the rankings over the years—from the 7th spot in 2019 to finally securing the number-one position in 2023.
In contrast, the report signals a decline in Gucci's star, with a notable drop in the brand's share of search interest from 22.34% in 2019 to 13.4% in 2023. This shift underscores the dynamic nature of consumer preferences and the competitive landscape within the luxury sector.
The rankings extend beyond Dior and Gucci, shedding light on the performances of other notable brands. Swarovski, making its debut on the chart, and the resurgence of Burberry, Saint Laurent, and Omega back into the top 15 in 2023 are noteworthy highlights. Conversely, established names like Valentino, Cartier, Ralph Lauren, and Estee Lauder witnessed a drop from the prestigious list.
The top 15 luxury brands, in order, include Dior, Gucci, Chanel, Louis Vuitton, Hermès, Rolex, Prada, Tiffany, Versace, Burberry, Balenciaga, Swarovski, Saint Laurent, Omega, and Armani. Luxe Digital smartly narrowed down the categories to fashion, beauty, and hard luxury (jewelry and watches) for a more focused analysis.
Luxe's report not only captures the brand rankings but also provides insights into the overall industry trends. The noteworthy 31% average growth in traffic to luxury brand websites in 2023 and the dominant presence of LVMH and Kering, owning 40% of the listed brands, further emphasize the report's comprehensive scope.
In conclusion, Luxe Digital's annual rankings serve as a barometer for the dynamic shifts in the luxury market, offering enthusiasts and industry professionals alike a valuable lens into the evolving preferences and performances of iconic brands. The methodology, incorporating data from Google Trends, SimilarWeb, and social media audience scores, underscores the depth of analysis that substantiates these rankings.
