The most talked about and sought-after luxury brands online right now.
This year more than any other year before, the online popularity of the best luxury brands in the world is a dependable predictor of future sales but also a lifesaver for many luxury brands. Even the most digitally averse brands are now embracing online channels to reach and engage with their affluent consumers.
It is the fourth consecutive year that Luxe Digital publishes a list of the top luxury brands online ordered by popularity. Our ranking has, over the years, become an important and reliable indicator of future performances for the world’s best luxury brands.
Every luxury brand on our list is enjoying significant customer attention. They each drive substantial online conversations across social media channels and search. They are at the centre of what matters to modern affluent consumers and influencers.
1. Gucci
In what might be of little surprise to many, Italian luxury fashion house Gucci maintains the top spot on the 2021 edition of our list of the most popular luxury brands online, well ahead of all its competitors and for four consecutive years. The popularity of the Kering-owned brand continues to decline in 2021, however — Online searches for Gucci dropped by 13% year over year.
This ‘Gucci fatigue’ became visible in the brand’s latest sales figures, with a 22.7% drop in revenue in 2020. Online sales however continued to enjoy fast-paced growth, up nearly 70%.
2. Chanel
Luxury French fashion house Chanel claims the second spot on our list of the most popular luxury brands online in 2021, mostly thanks to Louis Vuitton’s decline. The haute-couture house maintained indeed the same share of online search interest than last year at 11.55%.
3. Hermès
Hermès is another private luxury house, a rare occurrence on our list of the top luxury brands in the world. Hermès enjoyed impressive growth in online popularity in 2021, gaining eight points to rank number three on our list.
4. Dior
French luxury goods company Christian Dior, or just Dior for short, rose again in 2021, gaining one point on our ranking of the best luxury brands online. Dior takes the fourth place thanks to its online experiments, localisations for the Chinese market, exclusive collections, and premium beauty product line.
5. Louis Vuitton
Owned by the mega luxury conglomerate LVMH, French luxury house Louis Vuitton, or LV, is one of the major surprises of this year’s ranking of the most popular luxury brands online. Louis Vuitton lost three points in 2021, to end as number five on our list.
6. Rolex
The ranking of Swiss luxury watch manufacturer Rolex dropped to sixth place on the list this year. Despite remaining steadfast in its commitment to brick-and-mortar retail, Rolex is the most sought-after luxury watch online. The world-renowned luxury watch company is also featured on Forbes top 100 most valuable brands in the world, taking spot 80 with an estimated brand value of $9.5 Billion.
7. Tiffany
Amidst the controversy and long running saga that surrounded the acquisition of Tiffany & Co. (Tiffany) by French luxury group LVMH, the American luxury jewellery brand gained two points on our list thanks to resilient consumer demand and renewed interest in hard luxury as safe investments.
8. Prada
Founded in 1913 by Mario Prada, Italian luxury fashion house Prada has grown into one of the most notable luxury brands in the industry.
9. Versace
Founded by Gianni Versace in 1978, flamboyant Italian luxury brand Versace makes its first appearance on our list this year to take the ninth position.
10. Armani
Armani, the privately-owned Italian luxury fashion house founded by Giorgio Armani in 1975, lost three points to rank number ten on our list of the best luxury brands online.
11. Valentino
Another newcomer to our list of the most popular luxury brands online in 2021 is Italian fashion brand Valentino. The brand gains five points to jump to number eleven on our ranking.
12. Balenciaga
Spanish luxury brand Balenciaga, part of French luxury group Kering, is the biggest loser on our list this year, dropping by a staggering six points.
13. Cartier
Cartier’s online popularity remains fairly constant in 2021, with the brand dropping by one spot but maintaining a consistent level of search interest.
14. Burberry
Despite a solid background as a digital luxury pioneer, British luxury brand Burberry lost four points this year to rank number fourteen on our list of the best luxury brands online.
15. Omega
Luxury watch manufacturer Omega makes its first appearance on our list at number fifteen. Although delayed, the interest surrounding the latest James Bond movie, which Omega heavily invests in, helps generate online interest for the Swiss brand. A similar spike in online search for Omega is visible every year a new James Bond movie is released.
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