Luxury fashion brands

Luxury fashion brands ranked

Gucci and Louis Vuitton are the most popular luxury fashion brand in the United States, followed by Chanel and Dior. Overall, Gucci dominates our KPIs of top luxury fashion brands, with 90 percent awareness slightly shadowing even Chanel and Dior. Together with Burberry and Louis Vuitton, Gucci also makes it into the top three of ownership share.

Insights

Gucci leads in brand awareness, with 90 %
Gucci and Louis Vuitton are the most popular luxury fashion brands
Burberry scores highest in our brand ownership KPI

Brand awareness

Recognizing the kings and queens of fashion

In the realm of luxury fashion, Gucci reigns supreme with a brand awareness of 90 percent, closely followed by Chanel and Dior. Prada, Louis Vuitton, Versace, Armani, and Dolce & Gabbana also hold court with brand awareness well over the 70 percent mark. While brands like Givenchy and Balenciaga are recognized by a little more than half of the consumers, lesser-known labels such as Alexander McQueen, Balmain, and Vivienne Westwood have a recognition rate of less than 40 percent among adult U.S. consumers.

Brand popularity

Gucci is America's favorite luxury fashion fling

Gucci and Louis Vuitton are the most popular luxury fashion brands in the United States, each scoring 45 percent popularity among consumers who know the brand. Chanel and Dior follow closely, while Burberry also has a significant share of admirers. Brands such as Versace, Dolce & Gabbana, and Armani are liked by roughly a third of respondents. However, brands like Celine and Chloé still have room to grow in terms of popularity.

Brand ownership

High fashion, high ownership?

With a 24 percent ownership share among consumers who are familiar with the brand, Burberry leads in the luxury fashion market. Gucci, Louis Vuitton, and Dior follow closely behind, while brands like Armani, Balenciaga, and Dolce & Gabbana hover around the 15 percent mark. However, luxury fashion brands such as Hermès, Valentino, and Vivienne Westwood have a lower ownership rate, below the 10 percent. The data suggests that while there's a relatively even spread of ownership across most luxury fashion brands, there is still a noticeable gap between the top and bottom performers in relation to the respective brands' awareness.

Published April 2, 2024

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