The Joor platform has taken a look at the misspellings of brand searches by Internet users via search engines. The luxury sector takes the prize for the most hazardous searches.
Luxury is undoubtedly the sector that invests the most in communication…
But while its brands are also among the most famous internationally, they are also the most frequent victims of our contemporaries’ bad spelling!
This is the interesting finding of a study carried out by B2B digital fashion platform Joor.
Using its Ahrefs data analysis tool, the company identified the fashion brand names most often misspelled by Internet users worldwide on search engines.
Chanel, Louis Vuitton, Swarovski, Versace
The results are rather edifying…
The top 10 names with the most misspellings focus on luxury goods, and on brands so often cited that you’d think they’d be the subject of almost Pavlovian automatisms.
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Names as straightforward as Chanel, Louis Vuitton and Versace, as well as less obvious names such as Swarovski and Jacquemus, all feature in the top six places.
Chanel takes the silver medal, with a monthly average of 408,700 searches on search engines for variations on the same theme, such as Channel or Chanell…..
It is just behind the sports brand Adidas, whose mass-market positioning, but whose product prices sometimes flirt with affordable luxury. 556,000 times a month on average, the famous chevron brand is reinvented by Internet users, who happily double its first “d”,
The bronze medal goes, less surprisingly, to Swarovski. It’s easy to understand why, every month, an average of 85,300 searches on the Austrian jewelry brand are groping their way between Swaroski, Swarvoski and other hazardous options.
Louis Vuitton may be a leading and intensely desired brand, but it offers less scope for spelling creativity, apart from forgetting a t in the process. As a result, it comes “only” fourth, with a monthly average of 78,700 approximations of the brand on search engines!
Linguistic subtleties
Right after that comes Versace, with 64,500 spelling mistakes on search engines every month. The transalpine brand falls victim to the subtleties of its language, becoming Versache or Versage for web users who are not fortunate enough to master the language of Dante!
In sixth place, Jacquemus, the darling of fashionistas, is not immune to its popularity: 42,350 Internet users each month search for Jaquemus, Jacquemis and other variations…
In the next nine places, luxury is still omnipresent, with just one exception: the sports brand Asics in seventh place (37,400 monthly deformations on average).
Victims of their own success and of Internet users’ dysorthographia include Christian Dior (in eighth place with 30,300 average errors), Moncler in ninth place (25,500 errors), Bottega Veneta, tenth (25,100), Tommy Hilfiger eleventh (23,400), Lacoste twelfth (19,400), Tag Heuer thirteenth (17,500), Vivienne Westwood fourteenth and Dolce & Gabbana fifteenth (16. 000) !
What the study doesn’t tell us is the fate of such more complicated-to-spell brands as Jaeger Lecoultre, Brunello Cucinelli and Ermenegildo Zegna.
A decisive factor
But Joor’s study doesn’t just draw up this amusing but edifying list.
It doesn’t leave the fashion industry entirely defenseless in the face of the phenomenon.
And it suggests that “budding entrepreneurs” should “take great care when choosing their brand name: it is one of the key elements that can determine the fortunes of their business”. Among the platform’s key tips: opt for a unique, visually appealing name that’s recognizable worldwide, and back it up with storytelling to nurture the brand and make it easier to remember.
However, this advice has its limits: many of the luxury brands included in Joor’s top ten list have followed these rules…
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Cover photo: Sam Albury/Unsplash
