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Luxury giant Dior has been crowned the most popular brand in online searches this year, according to a recent ranking by Luxe Digital. This marks the first time that Gucci has been displaced from its longstanding top spot since the agency began publishing these annual reports six years ago.
Dior's rise through the ranks is notable, having started at 7th position in 2019 and steadily climbing until reaching 4th place by 2021. The brand finally surpassed Gucci to secure the number one slot in this year’s survey results.
On the other hand, Gucci's dominance has waned over time, as evidenced by its decreasing share of global search interest which fell from 22.34 in 2019 to just 13.4 in 2023.
Other brands saw a notable shift in rankings, including Swarovski making its first appearance on the list and returning brands like Burberry, Snt Laurent, and Omega all re-entering the top fifteen. Meanwhile, Valentino, Cartier, Ralph Lauren, and Estee Lauder were not included among the leaders this year.
According to Luxe Digital's , they considered luxury brands as those that design, produce, and sell high- goods and services. The evaluation was based on a combination of factors including Google search interest data derived from worldwide Google Trs, website traffic estimates provided by SimilarWeb for primary brand domns, audience scores calculated using social media metrics like Facebook fans, Instagram followers, Twitter followers, and YouTube subscribers gathered from Rival IQ reports.
The top 15 brands ranked were Dior, Gucci, Chanel, Louis Vuitton, Hermes, Rolex, Prada, Tiffany, Versace, Burberry, Balenciaga, Swarovski, Snt Laurent, Omega, and Armani.
The analysis was limited to fashion, beauty, and hard luxury sectors including jewelry and watches.
The ranking is based on a that considers multiple metrics such as search interest data from Google Trs worldwide, website traffic estimates provided by SimilarWeb for primary brand domns, audience scores calculated using social media metrics gathered from Rival IQ reports.
The brands included in the list are largely associated with two of the world's largest luxury goods companies, LVMH and Kering.
Dior's rise signifies a significant shift in consumer preference online.
Gucci's slip in popularity could be attributed to various factors such as changing trs or competition from other high- brands.
The inclusion of Swarovski suggests that the jewelry sector is also gning traction among consumers seeking luxury items online.
The annual ranking by Luxe Digital provides valuable insights into consumer preferences and brand competitiveness within the luxury goods market. Dior's new top position reflects evolving trs in digital engagement with luxury brands, indicating a potential shift in consumer behavior. This kind of data can help brands strategize their marketing efforts more effectively to cater to the online audience.
The specific year mentioned should be updated based on when was written or its context is set within. If it's being published in 2024, for example, then replace 2023 with the current year and adjust accordingly as necessary.
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