The world is awash with high-end, luxury brands, each offering its own special blend of cutting-edge cool and classic elegance – but with so much competition out there today and such a wealth of choice, which are performing the best?
Every year, Google releases its annual Year in Search report, ranking brands by search volume and getting the fashion world talking about who is making waves. And, according to the latest Google trends data for 2018, streetwear is now giving luxury a run for its money. Common trends for this year include a move towards brands supporting eco-friendly production, textile recycling and social causes such as improving diversity – something which resonates with younger, more socially-conscious demographics. Engaging and meaningful social media campaigns are allowing brands to reach out to the younger generations and get them on board – and the impact can be seen in the top 10 fashion brands in the world, based on Google searches.
Miami-based digital marketing and SEO company, Probella, say that the growing popularity of luxury brands using the web to market their services has greatly influenced the results of this year’s top ten.
They told Luxury Lifestyle Magazine: “In 2018, brands are now more savvy about internet marketing than ever before, and in particular are wise to the benefits of using social media platforms to reach and engage with their key target audiences. With many fashion brands now seeking to redefine the meaning of luxury, Instagram and Youtube, in particular, are effective mediums through which to do this, and are enabling them to reach the millennial customer in new and exciting ways. From impactful visual campaigns to meaningful messages that resonate, these are the brands that are getting it right in 2018.”
1. Gucci
In at number 1, Gucci is a brand that has traditionally dominated the top ten, and in 2018, it’s clear that it’s not going anywhere any time soon. Currently the most searched for fashion brand in the entire world, the Italian powerhouse is world-renowned for its quality fashion designs and leather goods, and continues to be an influential brand that focuses on issues such as diversity and banning fur.
Founded in Florence back in 1921, the brand is now led by creative director Alessandro Michele, who was credited with a 47% increase in sales in 2017 – and in 2018, we can expect to see this continue to soar. Finishing #36 on Forbes’ list of most valuable brands in the world as of 2018, Gucci continues to go from strength to strength – and a quick look at the brand’s marketing tactics reveal just why.
Gucci knows exactly how to engage with the younger demographic, targeting them through social channels such as Instagram and Youtube, and with its socially conscious approach to marketing, it’s little wonder that it continues to perform on Google.
2. Louis Vuitton
Luxury goods company, Louis Vuitton is another brand that commonly appears in the top 10, specialising in high-end goods that include luggage, shoes, sunglasses and watches. As well as selling in high-end department stores, the brand does a roaring trade through its eCommerce website, as well as through smaller boutiques in fashion capitals such as Paris, Milan and London – with stores spanning a whopping 50 countries.
Dubbed the 15th most valuable brand in the world according to Forbes, Louis Vuitton boasts an estimated value of $33.6 billion as of 2018, with recent sales figures surpassing $12.9 billion. This is a brand that sells itself through the provision of high-quality products that last the distance, and as such, is deserving of its place at number two in the top ten most searched for fashion brands on Google.
3. Supreme
Perhaps a more surprising inclusion is break-through American clothing brand, Supreme. Established in New York City in 1994, this up-and-coming streetwear brand boasts a loyal legion of fans, with customers spanning the skateboarding, hip-hop and rock cultures. Reportedly now worth an eye-watering US $460 million, this is a fast-growing brand that will continue to make waves over the coming years, offering a range of coveted limited edition pieces that have fans clamouring to get hold of them before they sell out. This approach sees huge volumes of customers flocking to the Supreme website on a regular basis, keeping them constantly engaged online to ensure that they don’t miss out.
4. Chanel
One of the biggest fashion brands in the world, French-held Chanel specialises in haute culture and ready-to-wear fashion attire, and currently ranks 87th on Forbes’ most valued brands list. Now worth over an enormous US$8 billion, its popularity shows no signs of dwindling any time soon, and genius marketing campaigns with celebrities such as Pharrell ensure that it engages successfully with the younger, millennial audience.
With its shoes and handbags continuing to sell out everywhere in record time, its stores are regularly queued around the block with those hoping to get their hands on a truly iconic piece – and online is no different. A viral brand at its best, it’s fitting that Chanel remains one of the most searched for fashion brands in the world.
5. Christian Dior
A luxury goods company that enjoys world-wide popularity, Christian Dior is based in Europe, but boasts a number of online and retail stores that enjoy growing revenue and profits. Controlled and chaired by French businessman Bernard Arnault, who also heads LVMH – the world’s largest luxury group, the brand was founded back in 1948 by the eponymous designer, Christian Dior. Today, the company is renowned as a creator of recognised haute couture designs and retails ready-to-wear, leather goods, fashion accessories, footwear, jewelry, timepieces, fragrance and makeup.
In the first quarter of 2018 alone, the Christian Dior Group reported a whopping revenue of 10.9 billion Euros, with organic growth up 14% when compared to 2017.
6. Prada
Renowned for its high-quality fashion pieces, Prada has been making waves in recent years with it’s luxury athleisure mash-up – from Tech-fly trainers to bucket hats, and gabardine tracksuit bottoms. Proof that luxury can do casual just as well as elegant, Prada has paved the way for the sports-luxe trend that has dominated the catwalk in recent years.
Also known as Prada S.p.A, the brand continues to dominate Google searches in 2018 – despite the fact that its profits appear to have been sliding somewhat since 2014. Despite a revenue slump in 2016, however, Prada’s sales are now up again 10% – a sure sign that this company is making a comeback, and will remain one of the world’s most sought-after brands.
7. Balenciaga
Specialising in both men’s and women’s fashion and accessories, Balenciaga is another big name we’re unsurprised to see in the top ten. Following its acquisition by the French multi-national luxury group Kering, the CEO said that Balenciaga was skyrocketing towards €1 billion revenue mark, joining Gucci, Bottega Veneta, and Saint Laurent amongst the world’s elite.
Continuing to redefine luxury in 2018, Balenciaga continues to go from strength to strength, having been named the hottest brand in the world for three years in a row.
8. Fashion Nova
A sought-after online women’s retail brand based in the USA, Fashion Nova is another unexpected entry that has been making waves in the fashion world. One of the fastest growing companies of its kind, the brand has its headquarters in Los Angeles, with 5 further stores across Southern California – but we can expect to see the company to continue to expand over the coming years as its popularity soars.
Ultra-modern Fashion Nov is said to have grown by 600% in 2017, and following the release of its first men’s line this year, the momentum continues to build. Definitely a brand to watch, and one that is already dominating Google search this year.
9. Yves Saint Laurent
It wouldn’t be a top ten without French powerhouse Yves Saint Laurent making an appearance, having been recognised as one of the most prominent fashion brands in the world since its inception in 1961. Owned by L’Oreal, the brand is easily recognisable thanks to its distinctive YSL logo, and iconic pieces including Beyonce’s sequin boots and the men’s varsity jackets popular this year mean that it has continuously flooded social media with its Instagrammable wares.
YSL has always known how to make a statement, and it’s these stand-out pieces that continue to get it noticed online.
10. Dolce and Gabbana
Holding onto its rightful place in the top ten, D&G has successfully pipped the likes of Valentino, Moschino and Givenchy to the post, continuing to be one of the most searched brands on Google in 2018.
With a soaring net profit and revenues up 9% based on a strong performance in Italy, founders and revolutionary fashion designers Domenico Dolce and Stefano Gabbana make no bones about their plans for the future of the brand, having pledged to reject all recent acquisition offers and continue to flourish in its own right.
With an undwindling level of consumer interested and impressive business performance, D&G is unlikely to disappear from the top ten fast – and in fact, we predict it will climb the ranks again in 2019.
From famed luxury fashion houses to up and coming streetwear brands, the top ten most searched for brands on Google in 2018 have all got something in common – they know how to market themselves effectively online. And, when the annual Google Year in Search report is released at the end of this year, these are the brands that will undoubtedly have made their mark.
