The World Luxury Index American Fashion - The Most Sought After American Luxury Fashion Brands Globally
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The World Luxury Index™ American Fashion
The Most Sought After American Luxury Fashion Brands Globally
October 2012
In partnership with
and
A new luxury benchmark is born.
Created as a way to provide luxury brands and service providers with a
standardized way of measuring brand interest at an international level,
Digital Luxury Group, in partnership with Luxury Society, has unveiled:
The World Luxury Index.
An international ranking and analysis of the most searched-‐‑for brands
within the luxury industry.
Notable past reports include:
© Digital Luxury Group, SA
2
Why search matters.
What is particularly interesting with Internet, is that everything users search for or
click on is stored on servers. Generating a huge amount of raw data that can be used to reveal
an unbiased representation of the market demand. We realised that until now, nobody was
collecting, sorting and analysing luxury specific data. Nor was anybody trying to
explain to luxury brand marketers the implications for their business.
~ Philippe Barnet,
We were excited to collaborate on this report from DLG because it is purely data-‐‑
driven, from a team who not only understands the industry but works in it on a
daily basis. The rankings gathered in this report are completely objective, with an
added value of informed, experienced perspective used to infer, identify and analyze what this
means to the industry.
~ Elizabeth Canon,
© Digital Luxury Group, SA
3
Consumers thirst for Fashion.
“Women'ʹs wear represents 41.9% of
the $1.4 trillion apparel, accessories
and luxury goods market globally”
~ Datamonitor, 2011
Introducing a standardized benchmark,
The World Luxury Index™ American Fashion,
focusing on Luxury Fashion brands
based in the US.
© Digital Luxury Group, SA
Photo source: Tory Burch Fall 2012 Runway
4
The World Luxury Index American Fashion.
Covering:
35 US-based fashion brands 10 global markets
Unbiased insights from the Brazil
Italy
China
Japan
world’s top search engines: France
Russia
Germany
United Kingdom
India
United States
31 million+ searches*
* From January to June 2012
5
© Digital Luxury Group, SA 
What are the most searched for American
fashion brands worldwide?
Photo Source: Michael Kors, Marc Jacobs, Ralph Lauren, Calvin Klein Fall 2012 Runway
6
Top 10 Most-Searched American Fashion Brands Worldwide.
#1 #6
#2 #7
#3 #8
#4 #9
#5 # 10
January – June 2012
Source: Digital Luxury Group
7
Top 30 Most-Searched American Fashion Brands Worldwide.
1 Michael Kors
16 Marchesa
2 Marc Jacobs
17 Monique Lhuillier
3 Ralph Lauren
18 Jenny Packham
4 Calvin Klein
19 Anna Sui
5 Vera Wang
20 3.1 Phillip Lim
6 Tory Burch
21 Oscar de la Renta
7 Kate Spade
22 Rick Owens
8 Diane von Furstenberg
23 Donna Karan
9 Betsey Johnson
24 Jason Wu
10 Tom Ford
25 Proenza Schouler
11 Alexander Wang
26 Helmut Lang
12 The Row
27 John Varvatos
13 Hervé Léger
28 Zac Posen
14 St. John
29 Catherine Malandrino
15 Carolina Herrera
30 Rodarte
January – June 2012
Source: Digital Luxury Group
8
A Note on Diffusion Lines.
All top 5 brands have created diffusion lines to expand into
a wider retail network – consequently benefiting from
increased search volumes.
Rank Designer Line
1 Michael Kors
MICHAEL by Michael Kors
2 Marc Jacobs
Marc by Marc Jacobs
3 Ralph Lauren
Polo Ralph Lauren
4 Calvin Klein
CK
5 Vera Wang
White by Vera Wang, Simply Vera
Of note: Searches for much larger diffusion lines such as CK, Polo or Simply Vera
were not included in the calculation of the global ranking
© Digital Luxury Group, SA
9
Handbags and Ready-To-Wear, the most sought
after fashion categories
Photo Source: Ralph Lauren Fall 2012 Ad Campaign
10Handbags and Ready-to-Wear Lead.
Global Breakdown of Searches by Product Category
5.9%
7.6%
Bags
36.1%
Ready to wear
14.1%
Wallets
Shoes
Sunglasses
Belts & Scarves
34.9%
January – June 2012
Source: Digital Luxury Group
§ On average around the world, American brands are most often
searched for within the Handbag and Ready-‐‑to-‐‑Wear categories
§ In China, as one example, handbags represent even a larger slice,
with more than 50% of fashion category interest
© Digital Luxury Group, SA
11Brands Shine via Different Products.
Global Breakdown of Searches by Product Category by Brand
5.1%
8.7%
6.6%
3.5%
4.5%
8.5%
3.9%
7.9%
13.6%
12.4%
23.7%
19.7%
Belts & Scarves
Sunglasses
50.0%
54.1%
89.0%
Shoes
Ready to wear
59.6%
59.1%
9.1%
Wallets
5.4%
Bags
16.9%
20.0%
1.7%
3.7%
Michael Kors
Marc Jacobs
Ralph Calvin Klein
Vera Wang
Lauren
January – June 2012
Source: Digital Luxury Group
§ Fashion accessories such as handbags and wallets drive interest for #1
and #2 brands, Michael Kors and Marc Jacobs
§ Ralph Lauren (#3) and Calvin Klein (#4), on the other hand, are best
known for their apparel lines
© Digital Luxury Group, SA
12Michael Kors tops global interest for US
fashion brands
Photo Source: Michael Kors Fall 2012 Ad Campaign
13Michael Kors - Facts.
§ The Michael Kors brand was launched in 1981.
By the end of 2003, Michael left his position at
Celine, to focus solely on his own brand. In
2004 he launched KORS and MICHAEL
§ Online interest for the brand took off in 2010,
supported by Michael’s participation on
Project Runaway, reception of a CFDA
lifetime achievement award, and massive rollout
of retail stores
§ At the end of 2011, Michael Kors entered into
an IPO and was in operation in more than 230
Michael Kors is the most
searched for American
points of sale in 74 countries
fashion brand, capturing
19.6% of total brand searches.
§ Q1 2012 results saw profits triple
§ Strong focus on Asia
Photo Source: Michael Kors Pinterest
14
© Digital Luxury Group, SA Michael Kors – Strong 2012 Performance.
Global Demand Evolution of Michael Kors Compared to Top 5 Average
Note : Smoothed data – 1 being the maximum volume observed
1.0
0.8
Michael
0.6
Kors
0.4
Top 5
Huge jump in Huge jump in interest
Average
interest coming coming from handbag
0.2
from Brazil (+22%) related searches in
and China (+97%)
China
0.0
January – June 2012
Source: Digital Luxury Group
§ For the first half of 2012, Michael Kors outperformed other Top 5
brands in search demand volume, with jumps in March and May
thanks to increased interest in particular markets / segments
© Digital Luxury Group, SA
15American brands lag in capturing the BRIC
wave
Photo: Flags of Brazil, Russia, India, China
16American Brands strong at home but lag in BRIC markets .
Geographic Breakdown of Global Online Demand for US and European
Fashion Brands
7.5%
30.5%
20.7%
BRIC
24.7%
Japan
Europe
69.8%
United States
41.5%
American Brands
*
European Brands
January – June 2012
Source: Digital Luxury Group
§ US-‐‑based brands are, on average, strongest on home turf
§ BRIC markets count for less than 10% of global search interest for
American brands
§ European brands, on the other hand, show greater than 30% of
interest from BRIC markets
© Digital Luxury Group, SA
* Benchmark composed of Hermès, Louis Vuison , Dior, Chanel, Gucci
17China’s desire for Handbags.
Breakdown of Demand by Product Category for US Fashion Brands in
the USA and China
5.1%
5.3%
7.4%
17.9%
15.1%
Belts & Scarves
Sunglasses
21.9%
34.3%
Shoes
Wallets
51.9%
Ready to wear
36.9%
Bags
January – June 2012
USA
China
Source: Digital Luxury Group
§ Significantly higher interest for handbags from Chinese
consumers (51.9% of total) than their US counterparts
(36.9%)
© Digital Luxury Group, SA
18Surprises from China.
Rank in Compared
Brand
China with global § Michael Kors maintains a dominant position in
1 =
Michael Kors
China, thanks to its handbag offering, which
Chinese consumers are looking for
2 +4
Tory Burch
§ Tory Burch is rewarded for its strategy
3 +10
Hervé Léger
localization and is 2nd in China (6th globally)
4 -‐‑2
Marc Jacobs
§ Hervé Léger’s collections appeal to local
5 =
Vera Wang
celebrities placing it in 3rd (13th globally)
6 -‐‑2
Calvin Klein
§ Highest jump for Anna Sui (+11 compared to
position in global rank) indirectly benefiting
7 -‐‑4
Ralph Lauren
from a strong awareness in beauty
8 +11
Anna Sui
§ Ralph Lauren lagging in China (-‐‑4 vs. global
rank) which could be explained by its
9 +2
Alexander Wang
difficulties in establishing the brand as
10 -‐‑3
Kate Spade
“luxury” with Chinese consumers
© Digital Luxury Group, SA
19Anna Sui benefiting from her Chinese roots.
§ The fact that Anna Sui is a Chinese-‐‑American designer, has helped the
brand in resonating with Chinese consumers
§ Ranked #47 in the World Luxury Index™ China, Anna Sui is most
desirable in China for perfume and cosmetics, which asracts a young
female audience thanks to its playful designs
Share of Fashion vs. Beauty Product Searches
Anna Sui in China
Fashion
5%
Beauty
95%
January – June 2012
Source: Digital Luxury Group
© Digital Luxury Group, SA
20Hervé Léger & Tory Burch successful in China.
Hervé Léger*, supported by local celebrities
§ The most classic bandage dress of the brand is
adored by many well-‐‑known local celebrities,
increasing its awareness
Tory Burch, a tailored approach to China
§ The brand’s first store in Mainland China was
opened in Beijing in 2011
Chinese actress Angelababy in
Hervé Léger
§ The brand has done extensive market research
to be successful in China, and carefully tailored
some of its luxury merchandise for the Chinese
market: scaling down its popular Amanda
satchel, introducing some new colors like coral
and providing smaller clothing sizes.
* Originally founded in 1985, Hervé Léger was acquired by BCBGMAXAZRIAGROUP in
1998, marking the first time in fashion history that a French couturier was absorbed by an
American designer.
Tory Burch Amanda Mini Satchel
21
© Digital Luxury Group, SA A quick look at Brazil.
Compared § The Brazilian luxury goods market grew
Rank Brand
with global from $5.2 Billion in 2007 to $7.2B in 2011,
1 +3
Calvin Klein
and $3B is expected to be spent on 100 new
2 -‐‑1
Michael Kors
Brazilian shopping malls by 2014.
3 = Ralph Lauren
§ For the Phillips-‐‑Van Heusen group (owners
+1
Vera Wang
4 of Calvin Klein), Brazilians are the #1
5 -‐‑3
Marc Jacobs
international shoppers of Calvin Klein in
Carolina Herrera
the US, thanks in part to more than a
6 +9
decade of operation in Brazil.
7 +9
Marchesa
8 +13
Oscar de la Renta
§ Brands like Vera Wang and Carolina
Diane von Herrera benefit from Brazilian brides
9 -‐‑1
Furstenberg
online researching and eventually
10 = Tom Ford
travelling to Miami looking for designer
gowns at beser prices than at home.
© Digital Luxury Group, SA
22Interested in More Information?
Digital Luxury Group offers the opportunity to subscribe to a
business intelligence service, which monitors the changing
consumer interest of luxury fashion prospective clientele.
Through unique benchmarking metrics, fashion brands
receive timely updates on the consumer demand for brands,
competitors, product categories as well as various key
marketing drivers capturing the asention of fashion
consumers worldwide.
For more information, contact us:
fashion@digital-‐‑luxury.comABOUT.
The World Luxury Index™ is an international ranking and analysis of the most
searched-‐‑for brands and services within the luxury industry. Covering
over 400 companies within six key segments (fashion, beauty, jewelry, cars,
watches, and hospitality) in ten key luxury markets, the World Luxury Index™
provides insights on the unbiased search inputs coming from global
luxury consumers in the world’s top search engines (Google, Bing, Baidu,
Yandex). The result is a one-‐‑of-‐‑a-‐‑kind benchmark of the luxury brands
capturing the asention of luxury-‐‑minded consumers around the world.
As featured in:
© Digital Luxury Group, SA
24ABOUT.
With offices in New York, Geneva, Shanghai, and Dubai,
Digital Luxury Group (DLG) is the first international
company to provide luxury industry market intelligence
and use this strategic viewpoint to create and implement
www.digital-luxury.com digital marketing and communication strategies for
luxury brands.
Fashion'ʹs Collective is an educational resource for
fashion and luxury brands focused on new-‐‑age
marketing. Through high caliber editorial content,
private interactive workshops and conferences, Fashion'ʹs
provides a level of perspective, expertise and thoughtful
www.fashionscollective.com analysis to the intersection of luxury and digital
technology.
Luxury Society is the world'ʹs most influential online
community of top luxury executives. Based in Paris, with
members in more than 150 countries, Luxury Society
www.luxurysociety.com informs and connects CEOs, managers, journalists,
consultants, designers and analysts from across the
luxury industry.
© Digital Luxury Group, SA
25CONTACT.
GENEVA
NEW YORK
SHANGHAI
DUBAI
7 Avenue Krieg
590 Madison Ave
Room 810, B Block
Suite 1509, Shatha Tower,
1208 Geneva
New York, NY 10022
15/F One Corporate Avenue
Dubai Media City
222 Hubin Road, Luwan PO Box 50954
District
Dubai
Shanghai, 200021, P.R. China
T: +41 22 702 07 60
T: +1 212-‐‑521-‐‑4310 T: +86 571 8883 9161
T: +971 4 454 8464
E: geneva@digital-‐‑ E: newyork@digital-‐‑ E: shanghai@digital-‐‑ E: dubai@digital-‐‑luxury.com
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