Chanel takes lead over Louis Vuitton in China
According to a study based on internet search results conducted by the Digital Luxury Group, Chanel has overtaken Louis Vuitton as the most digitally “sought-after” fashion brand in China. The LVMH namesake brand has spoken openly about its voluntary slowdown in the country, destined to preserve the label’s prestige in the market.
A possible hypothesis to explain Chanel’s superior popularity could be that it covers a broader range of products than Louis Vuitton, who is currently not present in the beauty and perfume markets.
Moncler and Ferragamo are two names that do not appear on the list, despite their presence in the same study the previous year.
The fastest growing luxury brand in hearts of Chinese consumers is Giorgio Armarni, who jumped 17 positions in this year’s rankings. The Italian fashion house has focused investments in the Chinese market, opening an online store in partnership with Yoox in 2010.
In terms of beauty habits, Chinese consumers look to Estée Lauder, followed by Lancome and Dior Beauté.
The World Luxury Index 2013 also showed a prevalence of watch brands, with Omega coming out on top, followed by Rolex and Longines in second and third place. Chinese jeweler Chow Tai Fook took the title of highest ranking jewellery brand with Cartier and Swarovski trailing behind.
The study was introduced in 2012 and is based on searches made on Google and Baidu, a Chinese search engine that garners 80% of all searches made in the country. The study observed 680 million searches between January and December 2012.
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