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- of the affluent consumers’ attention online. Most brands, especially in the top 10, have less social media engagement in 2022. We think this is driven by marketing budget reallocations away from Facebook and Instagram . - Source: Internet
- 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 center of what matters to modern affluent consumers. - Source: Internet
- French luxury house Louis Vuitton, owned by the mega luxury conglomerate LVMH, regained one point on our ranking of the most popular luxury brands online in 2022, ending fourth on our list. There is no reason to celebrate, however, as the actual share of search interest for Louis Vuitton further decreased to 9.1% in 2022, from 9.7% the previous year. Smaller brands on our ranking gained a relatively larger share of search interest in 2022, eating away at Louis Vuitton’s online popularity. - Source: Internet
- 2022 is turning out to be a challenging time for luxury brands. International conflicts and fear of a widespread recession are depressing the market. While the impact of these macro events doesn’t seem to have reduced online interest for luxury brands (yet), brands need to double down on digital if they want to remain competitive and relevant to their younger consumers—the driving force of growth for the global luxury market. - Source: Internet
- With over a decade of experience in luxury and online marketing, our team has a deep understanding of what drives a brand’s popularity among affluent consumers. We know how crucial a thoughtful digital marketing strategy is to business growth. Get in touch with our marketing agency to see how you could grow your online presence and create a loyal customer base. - Source: Internet
- Just like in 2021, the Florentine fashion house started the year strong with yet another buzz-worthy eco-sustainable collaboration with the outerwear giant, The North Face. And more recently, in June 2022, Gucci launched the highly anticipated Adidas x Gucci collaboration, mixing streetwear with Italian sartorial tradition in a spectrum of clothes, accessories, and footwear—from designer sneakers to loafers, slides, and heels. New additions to the Gucci Beauty family also widen the luxury brand’s appeal. - Source: Internet
- A reference to true and timeless luxury, customers covet Cartier’s love bangles (one of the most searched-for pieces of jewelry on Google) and Panthers watches, and are increasingly comfortable purchasing these expensive items online. Ecommerce indeed continues to have a significant role in the French Jewelry House’s growth. In 2022, Millennials account for 65% of Cartier’s customer base –a testament to Cartier’s ability to resonate with the new generations of luxury shoppers. - Source: Internet
- The much-anticipated Dior x Birkenstock Cottagecore-inspired collaboration, officially known as Dior by Birkenstock, also strengthen the French Maison’s desire among younger generations of affluent consumers and got them buzzing. The French luxury brand also joined the wellness transformation of luxury with its Dior x Technogym Dior Vibe—a range of home fitness equipment developed in collaboration with sports equipment and digital technologies company Technogym. Proof if ever we needed it that unique collaborations are still very much in fashion and propelling luxury brands forward. - Source: Internet
- 2021 was a key year for Valentino. The Roman brand underwent a repositioning, returning to its essence—the Italian Maison de Couture par excellence. Noteworthily, it also made its first appearance on our list of the most popular luxury brands online last year. - Source: Internet
- Its social media audience across all digital platforms dwarfs most other luxury fashion brands worldwide—the Italian luxury brand records over 78.2 million active followers worldwide. Only Chanel is doing better with an engaged social media audience of 89.1 million. - Source: Internet
- The only luxury company to make the top 10 most valuable European brands with a brand value of 20.2 billion euros (vs 15.6 billion euros for Gucci and 13.2 billion euros for Chanel), Louis Vuitton also continues to demonstrate its popularity in China – a strategically important market for luxury brands. - Source: Internet
- An American⎯French-owned since LVMH acquired it in January 2021⎯luxury jewelry brand, Tiffany & Co. consolidated its position on our list, maintaining its seventh place. The tumultuous saga of Tiffany’s acquisition by the French luxury group is now settled, allowing the iconic jewelry brand to focus on growing its product portfolio and engaging younger generations of affluent consumers. And it does so brilliantly. The global launch of the new Knot collection was particularly successful. - Source: Internet
- The most popular and fastest-growing luxury beauty pure player on our list, US prestige brand Estée Lauder makes a dramatic comeback to our list, gaining six points in a year to rank number fifteen in 2022. With 2 million monthly visitors to its website and a social media audience of 7.2 million, Estée Lauder remains comparatively small, but the sharp increase year over year is a testament to the market’s renewed interest in cosmetic products in 2022. Estée Lauder is indeed the best-positioned brand in the industry to capitalize on growing sales (online) for prestige beauty brands. - Source: Internet
- The majority of luxury brands now offer the option to shop online through their directly operated websites, such as Gucci.com. Some luxury brands are still resisting online sales, however. Most notably, Rolex still doesn’t sell online in 2022, and Louis Vuitton only sells through its owned multi-brand retailer 24 Sèvres. - Source: Internet
- With the Apple Watch outselling the entire Swiss watch industry, traditional watch brands are feeling pressure, particularly entry-level brands. Thanks to its exceptional brand recognition, Rolex generated record retail sales revenue of $13 billion in 2021, up from $8.5 billion in 2020. The brand also further increased its market share, ending the year with almost a third (29%) of the global luxury watch market, up from 25% the previous year. For now, the brand’s prestige and cult following continue to support sales growth as young affluent consumers represent a larger segment of consumers on the market for the best luxury watch brands. - Source: Internet
- Louis Vuitton boasts the largest traffic volume to its website, though, with an average of 13.2 million visitors per month. That’s slightly less than the previous year but remains well ahead of every other luxury brand on our list. - Source: Internet
- We then extract luxury companies from Forbes top 100 most valuable brands list.[2] Forbes’ list is arguably more open to interpretation as they take into account several data points that are not necessarily consistently available for all brands. When combined with the actual sales figures from Deloitte’s reports, however, we were confident that we had a solid starting point. - Source: Internet
- Luxury brands are still performing well, demonstrating once again the luxury market’s resilience. Amid global headwinds—economic, geopolitical, and monetary—luxury brands must remain agile, however. The question is: Which luxury brands will be the best at this balancing act between adapting to new luxury paradigms in an uncertain context while successfully preserving their brand identity. - Source: Internet
- The flamboyant Italian luxury brand remains the best performing luxury brand on social media with a consistent engagement rate of 14%, well above its competitors—The average for the luxury brands on our list being at 7.2%. However, it’s noticeably lower than the engagement rate of 2021, when Versace enjoyed 25.8%. - Source: Internet
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