The 15 Most Popular Luxury Brands Online

No matter how history develops, there will always be rich people in the world, that’s the reason why luxury brands keep their high sales volume. People buy luxury products and services because of their high quality and admirable brand concept. As time goes by, the rankings of the top luxury brands differ. Today, we are going to list the top 15 most popular luxury brands, who perform well this year.

But how to define the ranking? It is based on a research of Luxe Digital, who decided the ranking with the combination of brand value evaluation, voice search percentages and social media index.

In the article, you will find the most eye-catching and most popular brands in 2020, including garments, bags, beauty products, jewelry and watches.

1. Gucci

Gucci ranks No.1 in the list, far ahead of its competitors, while its brand awareness dropped slightly this year. Gucci’s online search index dropped by 19% this year.

Gucci, the Italian fashion brand, performed well in the past few years. Its avantgarde design made it the first choice for the wealthy millennials. The Italian luxury producer keeps its top place in the market of designer sneakers. 

At the same time, the other brands, especially Balenciaga, Valentino, Saint Laurent and Fendi, are catching up with Gucci in 2020. Compared with Gucci, their online popularities are raising during the same period.

Generally speaking, Gucci maintains its leading place in the luxury market, with an average monthly social mention of over 1.1 million times on every social media and digital platforms.

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2. Louis Vuitton

Louis Vuitton, the French luxury brand, ranks No.2 in the high-end luxury brand list. Its brand awareness raised after the Virgil Abloh, the famous street fashion designer, became artistic director of its men's wear collection.

Louis Vuitton has established a wide range of partnerships with other brands. It worked with the street fashion brand Supreme, to build a connection with the millennial luxury buyers. It worked with Master＆Dynamic, a premium audio brand with professional headphones and luxury earphones, and designed a premium wireless earphone. And there are many other examples that Louis Vuitton try attract new buyers through cooperation.

According to Forbes, Louis Vuitton is the No.1 luxury brand in the 2020 World's Most Valuable Brands, with an estimated value of $39.8 billion.

3. Chanel

Chanel, the fashion house that focuses on women's high fashion, ranks No.3 in the top list, one place lower than last year. The French luxury brand’s total estimated value increased, while its brand value is only $9 billion ($1 billion per year).

Interestingly enough, Chanel merely enters e-commerce, but it makes a considerable success in other digital domains. Its amazing visual effects and its appealing stories have attracted the attentions of all video platforms. It’s particularly good at producing video ad series that tell stories or display celebrities.

Chanel is still a private company owned by Alain and Gerard Wertheimer, progeny of Pierre Wertheimer. And Pierre Wertheimer is Coco Chanel’s first business partner. Its product series include garments, perfumes, bags and watches. The brand is famous for its “little black dress”, its N°5 Eau de Parfum and its suits.

4. Rolex

Rolex, the Swiss luxury watch manufacturer, ranks No.4 in the list, which is higher than last year. The world-famous luxury watch company is also at the 78th place of the top 100 list of 2020 World's Most Valuable Brands - Forbes.

Rolex keeps upgrading its after-sale service, which becomes its selling point.

Rolex’s brand image is closely related to sports. And it’s well recognized in the fields of golf, racing, tennis and yacht racing. Some sportsmen, such as Roger Federer, Lindsey Vonn and Philip Alfred Mickelson, are ambassadors of Rolex.

5. Dior

Christian Dior (known as Dior), the French luxury company, ranks No.5 in the list. And it’s famous for its unique collections and premium beauty products. 

In July, 2016, Maria Grazia Chiuri has become Dior’s creative director, making Dior a millennial-friendly brand.

Christian Dior, concentrate on all promotion channels including online promotion, even though it was not willing to start e-commerce business previously.

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6. Balenciaga

Kering, the French luxury group, and Balenciaga keeps its place as one of the most fast-growing luxury brands in the world.

Led by designer Demna Gvasalia, Balenciaga restyle its streetwear and leisure wears, which attracts a lot of millennials and Gen Zers. As a result, young people account for 60% of its total consumers. The bold but fashionable designs also leads to a trend among fashion influencers as well as in fashion shows.

Balenciaga has achieved remarkable increase in certain categories (such as handbags, clothing and shoes).

7. Armani

Founded in 1975, Giorgio Armani, the private-owned Italian fashion designer, ranks No.7 in the list. It designs products such as clothing, watches, shoes, jewelry and accessories.

Armani has limited its seven brands into three core brands: Giorgio Armani (upper class), Emporio Armani (intermedia class), and Armani Exchange (targeting at young people). The three brands are the most popular brands with the highest search index.

8. Yves Saint Laurent

Founded in 1961, the French fashion brand, Yves Saint Laurent, is Kering Group’s second most important brand. And it’s the most fast-growing brand among all the brands in the list, six places up from last year.

Yves Saint Laurent’s success comes from its diversity. It develops its business in a wide range of products including garments, furs, premium sneakers, glasses, etc.

9. Tiffany & Co.

Tiffany & Co. hits the headlines because of its decision to merge with luxury goods company LVMH. The luxury jewelry brand dropped three places in the list.

Tiffany’s product range includes: jewelry, crystal, stationery, bottle, perfume and watch. The brand works with Net-a-Porter (the first retail store selling Tiffany products online), selling products online, to attract young generations.

Tiffany performs well on social media (especially on Instagram). It connects with wealthy young consumers in a quick fashion.

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10. Burberry

British luxury brand Burberry ranks No.10 in the list. The company was founded in 1856, and is famous for its stylish windbreaker.

Its plaid men’s jacket is its top-selling product, but the company is entering new product lines: watch and perfume.

11. Hermès

Hermès is always one of the leaders of luxury brands. However, its ranking drops in 2020, ranking at No.11.

Hermès Birkin series are very popular, while it performs poorly online.

12. Cartier

Cartier, the French designer for jewelry, clock and watch, ranks No.12, one place down from last year.

Cartier attracts young luxury buyers, as the young buyers love its bracelet—LOVE and its watch—Cartier Panthère, and young buyers are willing to buy them online. 43% of Cartier’s sales volume comes from consumers under 35. And the trend is even more pronounced in Asia, as a half their consumers there are millennials.

13. Prada

Founded by Mario Prada in 1913, the Italian fashion brand—Prada, is one of the most famous luxury brands in the world.

The growth of its casual sneakers has made it one of the most popular luxury brands online in 2020. It attracts consumers’ attention through instructive promotion campaigns and new product lines (for example, it worked with Adidas and design new sneakers).

However, its efforts are not enough to catch up with the other competitors. Prada drops 4 places, and ranks No.13 in the list.

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14. Fendi

Fendi is the only new brand in the list. It’s at the 14th place, and it belongs to LVMH. The brand is getting more and more awareness because celebrities choose to wear it and introduce it in social media platforms.

In 1925, Fendi was founded in Rome, as a designer of fur and fur products. As a private-owned company, Fendi grew in a rapid way. In 1965, Karl Lagerfeld joined Fendi, and pushed Fendi to a higher stage. In 2001, LVMH purchased Fendi, and provided funds for the company’s growth.

15. Lancôme

Lancôme is a French company producing luxury cosmetics, perfume & skin care products. It belongs to L'OREAL PARIS, and it’s one of the most popular online luxury brands in China. Besides, it’s the only luxury brand in the list that only produces beauty products.