New luxury digital study reveals Gucci remains most popular
NEW YORK, July 19. 2022 (GLOBE NEWSWIRE) — Gucci remains the most popular luxury brand online in 2022, with 15.7% of total search interest in luxury goods, according to new research from Luxe Digital.
Dior and Chanel follow closely, with 11.8% and 10.8% of online search interest, respectively. Hermès, Valentino and Balenciaga are seeing their online popularity decline compared to last year.
This is the fifth consecutive year that Luxe Digital, a magazine that covers the digital transformation of the luxury industry, has published its ranking of the most popular luxury brands online. By analyzing over 3,000 data points from Google, website traffic and social media reach, Luxe Digital publishes an annual report on the popularity of the most searched luxury brands. This report has proven to be a reliable indicator of future sales.
This year, the most interesting is the strong growth observed for Estée Lauderearning six points, while Burberry loses two pointsthereby dropping from the top 15 list.
In 2022, most luxury brands have dipped their toes in the metaverse and Web3. Gucci has opened its own city on Roblox, Louis Vuitton is offering NFTs to winners of its mobile game, and Prada is giving away NFTs alongside physical purchases of monthly capsule collection drops. With crypto prices falling sharply, it will be interesting to see how luxury brands adapt their digital strategy in the coming months.
Global luxury brands continue to experiment with ways to engage affluent consumers online—especially the younger generations of luxury buyers. Digital retail is on track to become the largest sales channel by 2025, accounting for 30% of all personal luxury goods.
See the full ranking: https://luxe.digital/business/digital-luxury-ranking/most-popular-luxury-brands/
Ranking methodology: Luxe Digital’s Luxury Ranking aims to provide an in-depth analysis of the most popular luxury brands online. The ranking begins with over 3,000 data points from Google Trends, SimilarWeb, RivalIQ, Deloitte and Forbes to measure the search interest and social media reach of top luxury brands online. Each brand receives a score based on its online popularity and is then ranked.
About Luxury Digital: Luxe Digital is a go-to publication for business leaders and affluent consumers. The magazine reports on the digital transformation of the luxury industry with smart and sophisticated stories. Luxe Digital’s goal is to inspire and empower its readers with clarity and depth of understanding.
Florine Eppe Beauloye, editor-in-chief
Image 1: Gucci remains the most popular luxury brand online in 2022, according to new research from Luxe Digital Finds
Gucci claims 15.7% of total online searches, followed by Dior, Chanel, Louis Vuitton and Hermès. Burberry, Valentino and Balenciaga decline in 2022.
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Gucci remains the most popular luxury brand online in 2022, according to new research from Luxe Digital Finds