First global search analysis conducted on American fashion brands
American brands lagging in BRIC markets
Brands such as Tory Burch and Hervé Léger do surprisingly well in China
Handbag searches make up 36% of all American fashion brand searches globally, according to “The world Luxury Index: American Fashion“, an international ranking and analysis of the most searched‑for brands within the luxury industry conducted by Digital Luxury Group and Luxury Society.
Unveiling for the first time, “The world Luxury Index: American fashion” is a ranking and analysis of the most searched-for American fashion brands in the world, based on the unbiased search inputs coming from Google, Baidu, Bing and Yandex. The research examines 35 US-based fashion brands, through 31 million+ searches, from 10 global markets.
What are the most searched for American fashion brands worldwide? Michael Kors is the most searched for American fashion brand, capturing 19.6% of total brand searches.
All top 5 brands (Michael Kors, Marc Jacobs, Ralph Lauren, Calvin Klein, Vera Wang) have created diffusion lines to expand into a wider retail network – consequently benefiting from increased search volumes.
1. Michael Kors
2. Marc Jacobs
3. Ralph Lauren
4. Calvin Klein
5. Vera Wang
6. Tory Burch
7. kate spade
8. Diane von Furstenburg
9. Betsey Johnson
10. Tom Ford
On average around the world, American fashion brands are most often searched for within the Handbag and Ready-to-Wear categories. Handbag searches make up 36% of all American fashion brand searches globally, yet in China, as one example, this is even higher, representing more than 50% of American fashion brand searches.
Global fashion-related searches for the top 2 brands, Michael Kors and Marc Jacobs, show handbags are representing close to 60% of total brand-related searches.
American fashion brands lag in capturing the BRIC wave: While there are a few standouts, overall, European brands in the same sector do a far better job of marketing to and doing business with “emerging” BRIC markets, Brazil, Russia, India, and China.
For the American luxury fashion brands studied, 70% of search volume originated on home turn in the U.S. with only 7.4% from BRIC markets. For the European brands, BRIC search volume represents over 30%.
