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Gucci emerges the most popular brand online: Study

  

A Luxe Digital study has ranked Gucci the most popular brand online for the fourth consecutive year. The 100-year-old Italian fashion label accounted for 15.2 per cent of the total search interest online in 2021 followed by Chanel and Hermès, with 11.6 per cent and 10.2 per cent of the online search interest respectively.

Only one US, Tiffany & Co, was included in the list on the seventh place. A part of luxury conglomerate giant LVMH, the jewelry brand accounted for 6.2 per cent of online search interest. Online purchases for luxury goods increased 12 per cent to reach 23 per cent percent of total sales in 2020. Luxe Digital estimates, online luxury purchases to account for one-third of all luxury sales by 2025.

As per the study, global luxury brands continue to experiment with ways to engage China's growing affluent consumers online. China is on track to become the world's largest luxury market by 2025, with Tmall's luxury pavilion and dedicated

WeChat boutiques the most used channels at the moment. Brands also emphasized on the localization of their campaigns for the Chinese market, avoiding cultural faux pas.

 
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