The company examined over 130 brands, through 130 million searches across eight countries with American luggage label Coach coming out top. Mulberry came in eighth in a top 10 which features luxury
heavyweights, Louis Vuitton, Chanel and Hermès. The iconic Hermès Birkin is the most searched for model across all markets, with crocodile most sought after in the US, UK and France. Research also showed that Americans prefer their Birkin in orange, while Britons favour tan and the French, black. The US also has the largest share of searches for Chanel’s classic 2.55 style which is toted by Kate Moss,
Diane Kruger and Linda Evangelista. The study also noted that in Japan, consumers have somewhat fallen out of love with Louis Vuitton goods. The brand is ranked ninth in Japan – making it the only country where it does not rank in the top five. Coach, which is fronted by actress Gwyneth Paltrow, enjoys a huge slice of the American market, but is much less popular internationally than its global number one ranking suggests.
Meanwhile in France, the more affordable brand Longchamp is the country’s most desired brand, enjoying twice as many searches than its super-luxe counterpart Louis Vuitton.
heavyweights, Louis Vuitton, Chanel and Hermès. The iconic Hermès Birkin is the most searched for model across all markets, with crocodile most sought after in the US, UK and France. Research also showed that Americans prefer their Birkin in orange, while Britons favour tan and the French, black. The US also has the largest share of searches for Chanel’s classic 2.55 style which is toted by Kate Moss,
Diane Kruger and Linda Evangelista. The study also noted that in Japan, consumers have somewhat fallen out of love with Louis Vuitton goods. The brand is ranked ninth in Japan – making it the only country where it does not rank in the top five. Coach, which is fronted by actress Gwyneth Paltrow, enjoys a huge slice of the American market, but is much less popular internationally than its global number one ranking suggests.
Meanwhile in France, the more affordable brand Longchamp is the country’s most desired brand, enjoying twice as many searches than its super-luxe counterpart Louis Vuitton.
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