Dior took the top spot last month when luxury and online marketing agency Luxe Digital released its sixth annual report, ranking the world’s 15 most popular luxury brands online. The LVMH-owned French fashion house took over the number-one spot from Gucci, outpacing the Italian luxury goods purveyor for the first time in the survey’s history.
Dior has steadily risen in position over the years, climbing from the 7th spot in 2019 to the fifth spot in 2020, the fourth in 2021, the second in 2022, and finally to the top this year.
Meanwhile Gucci’s star has fallen, as the report indicates that the brand's share of search interest dropped from 22.34% in 2019 to 13.4% in 2023.
Other notable positions in the rankings include Swarovski, which makes its first appearance on the chart, and Burberry, Saint Laurent and Omega, all of which returned to the top 15 in 2023 after dropping from the list in 2022. On the other hand, Valentino, Cartier, Ralph Lauren and Estee Lauder all dropped from the top 15 rankings.
In order, the top rankings were Dior, Gucci, Chanel, Louis Vuitton, Hermès, Rolex, Prada, Tiffany, Versace, Burberry, Balenciaga, Swarovski, Saint Laurent, Omega and Armani.
For the purposes of narrowing down the categories, Luxe limited the rankings to fashion, beauty, and hard luxury categories, meaning jewelry and watches. The company publishes a separate report Traffic to luxury brand websites grew by an average of 31% in 2023, and LVMH and Kering own 40% of the brands on the list.
For the purposes of the ranking, Luxe defined a luxury brand as “a brand that designs, produces, and sells high-end goods and services.” The analysis was initially populated using a list of the world’s top 100 luxury goods companies sourced from Deloitte and on a brand’s consolidated sales. Luxe then extracted luxury companies from the Forbes top 100 most valuable brands list. Search interest was calculated based on worldwide Google Trends data, and website traffic was estimated based on SimilarWeb data, using primary brand domain names. Luxe assessed social media audience scores based on Rival IQ reports for each brand, representing the sum of Facebook fans, Instagram followers, Twitter followers and YouTube subscribers.