Dior takes the top spot in the Luxe Digital 2023 ranking of the most popular luxury brands online. The LVMH Maison takes the place of Gucci, which was demoted – by a very narrow margin – to second place after having topped the list since its creation by Luxe Digital magazine in 2017.
Dior, the emblematic house of the LVMH group, will be the most popular luxury brand on the Internet in 2023. This is the conclusion of Luxe Digital, a magazine dedicated to the digital transformation of the luxury industry, which has been conducting this survey for six years.
To assign these popularity scores, Luxe Digital relies on “over 3,000 data points from Google Trends, SimilarWeb, RivalIQ, Deloitte and Forbes” , which enable it to “measure the search interest and social media reach of the top luxury brands online“.
Reliable indicator
And the magazine is proud that “over the years“, its “rankings have become an important and reliable indicator of the future performance of the world’s top luxury brands“.
This year, Dior accounted for 13.8% of total online search interest, ahead of Gucci (the Kering Group’s flagship brand), which is a very close second (13.76%). Next in line is Chanel (11.69%). Louis Vuitton, Hermès, Rolex, Prada, Tiffany and Co, Versace and Burberry. While Burberry and Saint Laurent are up in 2023, Armani and Tiffany & Co are down.
Luxury groups LVMH and Kering own 40% of the brands on the list.
Dior’s continued progress
“Dior has continued to progress, rising from 7th place in 2019 to 5th in 2020, 4th in 2021 and 2nd in 2022, to finally reach the top position in 2023,” emphasizes Luxe Digital.
The magazine also praises the many initiatives taken by the House in recent times, which explain this progression. It mentions its “avant-garde spirit“, its “pioneering collaborations with virtual idols“, its exploration of the metaverse and new geographies.
At a time when “the Indian market” is of “growing importance for luxury brands“, Dior was the first European luxury brand to hold an official fashion show in India with its Pre-Fall 2023 collection. And whose “strong visuals” “attracted attention on social networks“.
A more direct link with customers
Dior has also been able to “establish a more direct link with its customers thanks to its growing network of directly operated boutiques, fully controlled e-commerce distribution, live streaming and a strong presence on social media, including in China“, Luxe Digital points out.
In the Middle Kingdom, Dior scored points on Weibo with the launch campaign featuring the brand’s Chinese ambassador, Dilraba, for the Lady 95.22 bag (a reinterpretation of the iconic Lady Dior). The result: hundreds of millions of views for #DIORLADY9522 on the Chinese social network!
Overall, traffic to Dior’s website increased by 48% in 2023. While it remains highly selective with the multi-brand retailers authorized to sell its products online, the brand is constantly expanding the product categories on sale on its own website “and attracting new customers“.
All this strategy is the fruit of the spectacular work carried out by Pietro Beccari CEO of Dior from 2015 to the end of 2022, before being appointed head of Louis Vuitton, LVMH’s flagship brand. In January 2023, Delphine Arnault, daughter of Lvmh CEO Bernard Arnault, took over the reins of Christian Dior. And at Luxe Digital, we’re “looking forward” to seeing how she continues the brand’s momentum.
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Featured photo : © Press
