Gucci maintains the top spot on our list of the most popular luxury brands of 2020, well ahead of all its competitors. The popularity of the brand is slightly declining in 2020, however. Online searches for Gucci dropped by 19% year over year.
This is partially due to an exceptional run for the Italian fashion brand over the previous years. Affluent millennials love the edgy design of the brand. The Italian luxury manufacturer maintains a particularly strong presence in the designer sneakers market.
But other premium brands also started to catch up with Gucci in 2020. Balenciaga, Valentino, Saint Laurent, and Fendi, in particular, are all seeing their share of online popularity growing over the same period.
That said, Gucci continues to reign king on the luxury market. Social media mentions for the brand across all digital platforms dwarfed all the other luxury fashion brands worldwide. The brand is discussed over 11 million times per month, on average.
Online interest for Gucci over time
Luxury French fashion house Chanel dropped one point on our list to rank as the third most popular luxury brand online. The haute-couture house increased its overall value, however, with an estimated brand value of $9 Billion (+1 Billion in a year).
Interestingly, despite its minimal e-commerce adoption, Chanel has been investing successfully in other areas of digital. Chanel is leading in digital luxury storytelling with thumb-stopping visuals and engaging videos that drive interest across platforms. The luxury brand excels at launching narrative-led and celebrity-driven campaigns to its audience, but also behind-the-scenes and tutorial-based content.
Chanel remains a privately held company owned by Alain and Gerard Wertheimer, grandsons of Pierre Wertheimer, who was an early business partner of Coco Chanel. The product range includes clothes, fragrances, handbags and watches. The brand is most famous for its “little black dress”, the Chanel No. 5 perfume and the Chanel Suit