Fashion brands, including PrettyLittleThing, Gucci and Louis Vuitton, topped consumers’ conversations, online searches and wardrobe preferences this year.
Aaron Wallis, a U.K.-based sales recruitment company, recently published its ‘Fastest Growing Brands of 2017’ study—which demonstrated that these companies have grown their brand presence thanks to celebrity partnerships and ability to deliver on today’s consumers’ demands.
Using Google Trends data, Aaron Wallis measured ‘Search Interest,’ where search-engine data is clustered around a brand, to demonstrate changes in discussion and interest. Over a designated period, a brand is scored weekly with a percentage out of 100, where the week with the most discussion and interest in the time-frame will be given a score of 100 percent. From January 2016 to November 2017—excluding the 2016 holiday season period from Nov. 20 to Dec. 31, the report’s data showed each brand’s average relative search interest score. According to the study, if a brand experiences a higher average relative search interest score in the weekly index of 2017, it’s likely that the brand has grown year-on-year, as more consumers are discussing the brand and searching for it on digital platforms.
PrettyLittleThing, Gucci and Louis Vuitton nabbed the first three spots on the study’s ’10 Fastest Climbing Global Consumer Brands of 2017’ list—with each brand increasing in search interest between 2016 and 2017.
U.K. based apparel company PrettyLittleThing, which topped the list and received an average relative search interest score of 58.6%, doubled its average search interest score this year, due to publicity from ongoing branding initiatives. The fashion brand is known for its past celebrity partnerships with Miley Cyrus, Kylie Jenner, Nicki Minaj and Rita Ora.
[Read more about how brands are securing consumer loyalty: Technology is Getting Even More Personal to Help Brands Better Target Consumers]
On the luxury side, Gucci and Louis Vuitton, which came in second and third on the list, also were popular consumer brands this year. Italy-based Gucci reported that its revenues were up 44.5% for the first nine months of 2017, and the label locked in an average relative search interest score of 61.7%—which was higher than last year’s score of 34.6%. Louis Vuitton, which had the highest average relative search interest score out of the top three fashion brands (82.8%), also garnered interest from Millennial and Gen Z shoppers.
Outside of the top 10 brands, other apparel tycoons, including Amazon.com, Zara and Aldi, also experienced more e-commerce searches this year. Amazon.com earned an average relative search interest score of 73.09% and nabbed the No. 15 spot, while Zara (No. 16) and Aldi (No. 19) also experienced slight year-on-year search interest increases of more than 8 percent. Zara’s efficient supply chain model has enabled it to produce on-trend garments that consumers want, while Aldi, a European grocery chain, debuted Fairtrade apparel for eco-conscious consumers last year.
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