Louis Vuitton is most searched for luxury brand

By

Sandra Halliday

Published
Dec 16, 2022

Louis Vuitton has come out on top in new analysis of the luxury and premium brands global consumers are searching for this festive season. Compare My Jet (which, as the name suggests, is a comparison site for private jets) has crunched the numbers based on Google search data for 350 brands and found Vuitton leaves other labels standing.

It comes first in 81 countries out of 195 with an average search volume of 11.1 million a month. In second and third places are luxury car brands Lamborghini and Mercedes Benz, ahead of Michael Kors, Loewe, Gucci, Balenciaga, Porsche, Chanel and Dior.

Compare My Jet said that “with 30% of all global luxury sales predicted to take place online by 2025[1, it’s clear that the digital world plays a large role in the popularity of a label. A solid digital presence can secure brands a position at the very top of the popular list, and as such, online popularity has become a barometer for consumer sentiment towards a brand”.

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Louis Vuitton is also the most popular brand in Europe, topping the list in 29 countries. The strength of its appeal can be seen from the fact that second-placed Michael Kors is top of the list in just three countries, while the rest of the top five (Hermès, L’Occitane and Mercedes Benz) manage just two.

For the UK, however, Louis Vuitton isn’t in gold-medal-winning spot, as that honour belongs to Hermès (which has just 4.09 million global searches a month). 

Vuitton only takes second place for British consumers, ahead of Gucci, Harrods (which is only in 42nd place globally), Ted Baker, Balenciaga, Swarovski, Michael Kors, Ralph Lauren and Rolex.