othing can predict sales and future growth for a luxury brand quite as well as its popularity online right now. That’s why we’ve analysed how the world’s top luxury brands are ranking online and what’s making them so popular among affluent consumers in 2019.
Because the share of online interest is a reliable indicator of future sales, we expect the luxury brands that made our top 15 to show strong performances at the end of the year. Every luxury brand on our list is enjoying significant customer attention. They each drive substantial online conversations across social media channels and search results. They are at the centre of what matters to modern affluent consumers and influencers.
Why stopping at 15, you may ask. Because after number 15 on our list, the attention that the other luxury brands were receiving dropped significantly. You’ll see that even within the top 15, the top 5 brands alone are already capturing more than 60% of the affluent consumers’ attention. Consumer’s interest is indeed highly concentrated at the top of our list.
How do we estimate the online popularity of a luxury brand? We took into account a combination of brand value, search share of voice and social media conversations to create this list. You can read more details about our methodology and data sources at the end of this article.
In this article, you will discover which luxury brands are the most talked about and sought-after online in 2019. You’ll also see the results of their marketing efforts in terms of consumer engagement and brand awareness. We highlight particularly noteworthy marketing campaigns and successful new product launches that help explain their current popularity.
Gucci ranks number one on our list of the most popular luxury brands of 2019, well ahead of all its competitors. It’s no surprise really — sales and market share are up for the luxury fashion brand. Affluent millennials love the Italian brand. Gucci’s hashtag mentions across digital platforms outsize all other luxury fashion brands worldwide.
Gucci has consistently produced some of the most avant-gardes and engaging social media campaigns of the year, experimenting with creative formats and collaborations (from #GucciGram to #TFWGucci).
The Gucci brand has been rejuvenated with a modern look and innovative digital marketing initiatives led by CEO Marco Bizzari and creative director Alessandro Michele.Said to have “cracked the luxury code with Millennials” as evidenced by its revenue, Gucci is trying to “redefine modern luxury fashion” with its socially-conscious approach to marketing, innovative digital initiatives and maximalist aesthetic that seems to be “Made for Instagram.” Gucci’s vibrant designs and signatures (such as bold florals, clashing prints, snake graphics and green and red stripes) have become highly coveted and fuel Gucci’s high online engagement rates รับซื้อกระเป๋าแบรนด์.
An influencer’s favourite, Gucci’s accessories such as their Princetown slippers, designer sneakers and the GG logo belt have struck a chord with the younger affluent generations and have taken social media by storm.
The brand also appointed a “committee” of millennial digital natives, allowing it to better engage with the coveted younger generation. Millennials make up more than half of Gucci’s customers.
One of the fastest-growing luxury brands in the world when it comes to brand value, Gucci is also the most searched fashion brand in the world on Google in 2017 and 2018.
Gucci is owned by fashion conglomerate Kering, which is controlled by French billionaire Francois Pinault.