By   Sophia Ava YEET MAGAZINE | Updated 0439 GMT (1239 HKT) January 11, 2022

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Top 15 most popular luxury brands online in 2021-2022

Contents

  • Best Luxury Brands of 2021-2022: Key Takeaways
  • Methodology and sources: How we rank the best luxury brands of the year

Nothing can predict the sales and future growth of a luxury brand as accurately as its popularity online right now. That's why the Luxe Digital team analyzes the online popularity of the world's best luxury brands to rank the Top 15 brands most wanted by affluent consumers in 2021-2022.

There is a newer version of our ranking. Check out our list of this year's top luxury brands to see the latest ranking.

The luxury industry is above all a brand industry. People buy luxury products and services because they trust and appreciate the brand. More than any other category, premium products and services are determined by the perception and popularity of their brand.

$ 445  The global luxury goods market will reach $ 445 billion by 2025.

This is the third year in a row that we've published our list of the best luxury brands online. Our methodology has proven to be a reliable indicator of future sales. The high-end brands that are part of our top 15 will perform well throughout the year. Each luxury brand on our list receives special attention from customers. They each lead to substantial online conversations on social media channels and research. They are central to what matters to modern affluent consumers and influencers.

Why stop at 3pm, you will ask. Because we observe a significant drop in the share of online interest beyond number 15. You will see that even in the top 15, the top 5 brands alone already capture more than 60% of the attention of affluent consumers. . Consumer interest is indeed very concentrated at the top of our list.

How to estimate the online popularity of a luxury brand? We consider a combination of brand value, voice search share, and social media conversations to build this list. You can read more details about our methodology and data sources at the end of this article.

In this article, you will find out which luxury brands are the most talked about and most wanted online in 2021-2022 . You will also see the results of their marketing efforts in terms of consumer engagement and brand awareness.

We are focusing here exclusively on brands in the luxury fashion, beauty and “hard luxury” categories (jewelry and watches). We are preparing a separate report for premium car brands and general transportation industry.

RankBrandCategory
1GucciFashion
2Louis VuittonFashion
3ChanelFashion
4RolexTo look at
5DiorFashion
6BalenciagaFashion
7ArmaniFashion
8Yves Saint LaurentFashion
9TiffanyJewelry
10BurberryFashion
11HermesFashion
12CartierJewelry
13PradaFashion
14FendiFashion
15LancomeBeauty

1. Gucci

Most popular Gucci items online

Gucci maintains the # 1 spot on our list of the most popular luxury brands for 2021-2022, well ahead of all of its competitors. The popularity of the brand is however slightly down in 2021-2022. Online searches for Gucci have fallen 19% year over year.

This is in part due to an exceptional run for the Italian fashion brand in previous years. Well-to-do millennials love the brand's avant-garde design. The Italian luxury manufacturer maintains a particularly strong presence in the market for designer sneakers.

But other premium brands have also started to catch up with Gucci in 2021-2022. Balenciaga, Valentino, Saint Laurent and Fendi, in particular, saw their share of online popularity increase over the same period.

That said, Gucci continues to reign supreme in the luxury market. The brand's social media mentions on all digital platforms have eclipsed all other luxury fashion brands in the world. The brand is discussed over 11 million times per month, on average.

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Online interest in Gucci over time

2. Louis Vuitton

Famous French luxury house Louis Vuitton, or LV, earned a point to rank number two on our list of the most popular premium brands online. The brand's popularity especially increased after famous streetwear designer Virgil Abloh became their artistic director of menswear.

Louis Vuitton continued to drop high-profile collaborations in various fields. After working with cult New York streetwear brand Supreme to connect with millennial luxury shoppers, LV has teamed up with premium audio company Master & Dynamic to design premium wireless headphones. These are just two of many large-scale collaborations aimed at reaching new audiences.

The Louis Vuitton brand value is estimated at $ 39.3 billion in the Forbes Most Valuable Brands Index 2021-2022. It is the highest ranked luxury brand on their list.

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Online interest in Louis Vuitton over time

3. Chanel

French luxury fashion house Chanel dropped one point on our list to rank third among luxury brands online. The haute couture house has however increased its overall value, with an estimated brand value of $ 9 billion (+1 billion in one year).

Interestingly, despite its minimal adoption of e-commerce, Chanel has successfully invested in other areas of digital. Chanel is at the forefront of digital luxury storytelling with stunning visuals and engaging videos that generate interest across all platforms. The luxury brand excels in launching narrative and celebrity-focused campaigns with its audience, but also behind the scenes and tutorial-based content.

Chanel remains a private company owned by Alain and Gérard Wertheimer, grandsons of Pierre Wertheimer, who was one of Coco Chanel's first business partners. The product line includes clothing, perfumes, handbags and watches. The brand is best known for its "little black dress", the Chanel n ° 5 perfume and the Chanel suit.

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Online interest in Chanel over time

4. Rolex

Swiss luxury watch maker Rolex takes fourth place on our list, gaining one point in 2021-2022. The world-famous luxury watch company is also listed in Forbes' Top 100 Most Valuable Brands in the World, taking 78th place with an estimated brand value of $ 9.1 billion.

Like every year, new watch models are fueling most of the online conversations around Rolex. The ever-increasing value of vintage Rolex watches in the aftermarket is also fueling the brand's interest. Just take a look at our list of the 15 most expensive Rolexes to see the interest of affluent consumers in rare pieces.

Rolex has a substantial brand presence in the sports world with mentions in golf, motorsports, tennis and yachting. Some of the world's most famous athletes advertise Rolex watches, including Roger Federer, Lindsey Vonn, and Phil Mickelson.

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Online interest in Rolex over time

5. Dior

The French luxury goods company Christian Dior, or simply Dior, won two points in our ranking of the best brands. Dior occupies fifth place thanks to its exclusive collections and its line of premium beauty products.

Maria Grazia Chiuri, who became creative director of the French luxury brand in July 2016, brought a “Millennial-friendly” approach to Dior. His famous " We should all be feminists " T-shirt statement and social media friendly " J'adior " The brand among kitten heels and bags has garnered huge attention on Instagram and is now paying dividends with increasing popularity. .

Previously reluctant to invest in Direct-to-Consumer e-commerce, Christian Dior is now focusing on omnichannel retail and online growth.

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Online interest in Dior over time

6. Balenciaga

Balenciaga, part of the French luxury group Kering, confirms its place among the fastest growing luxury fashion brands in the world. The fashion house gained four points to rank sixth on our list. It is the second fastest engine.

Led by designer Demna Gvasalia, Balenciaga's reinvention with a streetwear and athleisure twist has drawn in Millennials and Gen Z luxury shoppers. Young consumers make up 60% of Balenciaga shoppers. The brand's bold and avant-garde design also contributes to Balenciaga's popularity with fashion and runway influencers.
Balenciaga has seen impressive growth in some categories including handbags, clothing and footwear. Speed ​​Trainers and Triple-S sneakers, in particular, continue to turn heads.

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Online interest in Balenciaga over time

7. Armani

Armani, the privately owned Italian luxury fashion house founded by Giorgio Armani in 1975, has earned a point to rank seventh on our list of top luxury brands. The fashion house offers a wide range of designer products - from leather goods and ready-to-wear to watches, shoes, jewelry, accessories, etc.

In line with the new way affluent consumers buy luxury goods and dress today, Armani is focused on consolidating its brands. Armani has reduced its number of brands from seven to three main ones, namely: high-end Giorgio Armani, mid-range Emporio Armani and A | X Armani Exchange geared towards young people. These three names should also be the most popular search terms for Armani Online.

When searching for Armani online, people most often look for the following collections:

  1. Armani exchange
  2. Giorgio Armani
  3. Emporio ArmaniWOMEN'S SHOP

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Online interest in Armani over time

8. Yves Saint Laurent

Founded in 1961, Yves Saint Laurent is a French luxury fashion house and Kering's second brand. It is also the fastest growing brand in our rankings, rising six places to place high on our list.

The current success of Yves Saint Laurent can be attributed in part to the diversification, from ready-to-wear to leather goods, including high-end sneakers, glasses, etc.

When searching for Yves Saint Laurent online, people most often searched for the following products:

  1. Yves Saint Laurent Cologne
  2. Yves Saint Laurent perfume
  3. The Yves Saint Laurent manWOMEN'S SHOP

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Online interest in Yves Saint Laurent over time

9. Tiffany

The American high-end jewelry brand Tiffany & Co. hit the headlines in 2021-2022 for agreeing to be acquired by the French luxury group LVMH. The tough luxury jewelry brand is down in our rankings, however, dropping three spots to finish in ninth place on our list.

Tiffany's product line includes jewelry, crystal, stationery, water bottles, perfumes and watches. The brand began selling a selection of styles online in collaboration with Net-a-Porter (the first retailer to sell Tiffany online, outside of its own channels) to reach a new generation of customers.

Tiffany performs particularly well on social media, especially Instagram, where it's often quick to adopt new features to connect with young, affluent clients.

When searching for Tiffany online, people most often searched for the following products:

  1. tiffany rings
  2. Tiffany necklace
  3. Tiffany BraceletWOMEN'S SHOP

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Online interest in Tiffany over time

10. Burberry

British luxury brand Burberry gained two points to rank tenth on our list of top luxury brands. The upscale fashion house was founded in 1856 and is known around the world for its iconic trench coats, ready-to-wear clothing, perfumes, fashion accessories, cosmetics and sunglasses.

Burberry continues to garner attention with its forward-looking digital retail spaces and sleek online video campaigns.

While their signature plaid patterns remain a bestseller for men's jackets, the brand has also ventured into new product lines, namely its watch and fragrance collections.

When searching for Burberry online, people most often searched for the following products:

  1. Burberry scarf
  2. burberry watches
  3. Burberry PerfumesWOMEN'S SHOP

Or check resale for big discounts.SHOP MEN

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Online interest in Burberry over time

11. Hermès

Hermès is one of the few private luxury houses remaining on our list of the best high-end brands. The brand's rankings fell in 2021-2022, however, dropping seven points to rank eleventh.

Offline, Hermès continues to profit from the popularity of its timeless classics, such as the much sought-after Birkin bag. But Hermès' efforts online have yet to pay off.

Conceived and designed with an omnichannel approach, the “digital flagship” Hermès online store combines content and commerce. The prestigious brand's site is rich in editorial content but only sells a limited amount of articles. As a result, the second-hand market for Hermès is booming on sites like Fashionphile, Rebag, The RealReal.

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Online interest in Hermès over time

12. Cartier

Cartier sits twelfth on our list of the most popular online luxury brands, dropping one spot. The French luxury jewelry and watch brand continues to produce a combination of polished videos and timeless design.

Cartier is aimed at the younger generation of luxury buyers who covet Cartier love bracelets and Panthers watches, and are comfortable buying them online. Cartier makes 43% of its sales to consumers under 35 around the world. The trend is even more apparent in Asia, where more than half of their customers are Millennials.

When searching for Cartier online, people most often searched for the following products:

  1. Cartier love bracelet
  2. Cartier watch
  3. cartier glassesWOMEN'S SHOP

Or check resale for big discounts.SHOP MEN

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Online interest in Cartier over time

13. Prada

Founded in 1913 by Mario Prada, Italian luxury fashion house Prada has grown into one of the industry's most notable luxury brands.

It was the rise of sports and designer sneakers that propelled Prada to the top of the most popular online luxury brands in 2021-2022. She has managed to capture new interests with her inspired marketing campaigns and new product lines, such as her popular sneaker collaboration with Adidas.

However, the Italian fashion brand's efforts were not enough to keep up with its competition. Prada dropped four points on our list in 2021-2022, to finish in thirteenth position.

When searching for Prada online, people most often searched for the following products:

  1. Prada sunglasses
  2. Prada bags
  3. prada shoesWOMEN'S SHOP

Or check resale for big discounts.SHOP MEN

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Online interest in Prada over time

14. Fendi

Fendi is the only newcomer to our list this year. The Italian luxury fashion house, which is part of LVMH, gained three points in 2021-2022 to rank fourteenth on our list. The brand's popularity is driven by celebrity adoption and social media mentions.

Founded in Rome in 1925, Fendi started out as a designer of fur and leather goods. The company grew rapidly while remaining a family business. In 1965, Karl Lagerfeld joined Fendi and gave real impetus to the brand's design. In 2001, the LVMH group acquired Fendi and helped finance the global expansion of the luxury brand.

When searching online, Internet users most often looked for the following products:

  1. Fendi handbag
  2. fendi sneakers
  3. Fendi walletWOMEN'S SHOP

Or check resale for big discounts.SHOP MEN

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Online interest in Fendi over time

15. Lancôme

Premium beauty brand Lancôme dropped two points to finish in 15th place on our list. Owned by L'Oréal Paris, Lancôme is a French luxury perfume and cosmetics house.

Lancôme is the first and only pure beauty luxury brand on our list of the most popular luxury brands online.

Lancôme's digital performance is complemented by a high volume of editorial content and video tutorials uploaded to their site. Lancôme has collaborated with some of YouTube's most popular stars including Estée Lalonde and has invested in display and video advertising, and the La Vie est Belle launch unboxing video series has garnered over 1.5 million views.

When searching online for Lancôme, Internet users most often looked for the following products:

  1. Lancôme Foundation
  2. Lancôme mascara
  3. Lancôme perfumeWOMEN'S STORE SHOP MEN

Online interest in Lancôme over time

Best Luxury Brands of 2021-2022: Key Takeaways

2020 marks the third edition of the Luxe Digital ranking of the best online luxury brands. Because our methodology and data sources have remained constant over the years, we can offer valuable information and lessons by examining the most significant changes from year to year.

Digital remains the growth engine of luxury sales

The importance of digital for luxury continues to grow. We estimate that 14% of global luxury goods sales will be online in 2021-2022, on track to meet our forecast of 20% of all online luxury retail sales by 2025.

However, digital isn't just driving online sales. We estimate that 75% of all luxury goods sales are influenced in one way or another by what consumers have seen online. Digital indeed plays a crucial role in the fragmented consumer journey.

Gen Z and Millennials are the fastest growing segments

Young consumers represent 85% of the growth of the global luxury market. They are such an essential segment for all luxury brands that their influence shapes the new collections. Their expectations for a seamless experience across all platforms are also driving brands to invest in digital and social media to meaningfully connect with their consumers.

Consumers spend more on brands that match their personal values

The emergence of digital-native luxury brands that cater directly to consumers is in part due to affluent shoppers spending more on brands that match their personal values. Young consumers, in particular, buy from socially responsible brands, with 73% of Millennials willing to spend more on a product if it comes from a sustainable or socially responsible brand.

Luxury becomes more and more relaxed

The exceptional growth of men's luxury sneakers, women's sportswear, and increasingly casual dress codes in general (see our recent articles on loungewear and men's casual wear), is one of the factors. clearest examples of the influence of Millennials and Gen Z consumers on luxury fashion. industry.

The best luxury brands enjoy a lasting leadership position

While all of our top 15 brands have changed positions since last year, with the exception of Gucci which retains its top spot, there aren't many newcomers on our list.

Virtually all of the brands on our list have launched casual collections or created relevant sub-brands for their young consumers. The biggest winner is Yves Saint Laurent with a jump of six places. The biggest loser is Hermès who loses 7 points. But the only new entrant is Fendi who pushes Bulgari to 21st place, well off our list.

Methodology and sources: How we rank the best luxury brands of the year

The Luxe Digital Luxury Brand Ranking aims to provide insightful, real-time analysis of the most popular brands online. Our ranking provides a clear picture of each brand's online performance and can help business leaders predict future growth.

With over ten years of luxury and online marketing experience, our team has a deep understanding of what makes a brand popular with affluent consumers. We know how crucial a thoughtful digital marketing strategy is to business growth. Contact our marketing agency to see how you could develop your online presence and build customer loyalty.

Check out the latest version of our ranking of the best online luxury brands to learn more about our methodology and check out the updated list.