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The foremost goal of every fashion or beauty brand is to establish an emotional bond that inspires consumers to buy, whether it’s the newest anti-ageing serum or a basic pair of socks. Brands that effectively craft a strong branding strategy are better positioned for growth and more likely to draw in new and repeat customers. According to research by marketing agency Red C, 82% of online shoppers lean towards purchasing from brands they already know.
Amidst the ongoing competition among fashion brands worldwide for consumers’ attention and spending, analysts at BusinessFinancing.co.uk have delved into Google search data to pinpoint the most sought-after consumer brands globally.
However, given the dynamic nature of the fashion industry, brand popularity can swiftly shift, prompting analysts to revisit which major global brands have recently surged in popularity within specific countries. By scrutinising Google search data spanning from 2021 to 2023, the new study highlights trends in brand popularity shifts across the UK, the US, Canada, and Australia, as depicted in the map below:
Chart-Topping Trend: Crocs Takes the Fashion World by Storm Worldwide
Crocs, the footwear brand, has emerged as the global frontrunner among fashion brands, claiming the top position in 23 countries. With annual sales exceeding 150 million pairs, most consumers have probably encountered Crocs at some juncture in their lives. Initially, a niche footwear label that skyrocketed to fame in the early 2000s due to its distinctive design and unparalleled comfort, it may surprise many that this brand is currently enjoying unprecedented popularity.
In 2023, Crocs, Inc. disclosed a global net revenue of around $3.96 billion, which rose from the previous year’s $3.55 billion. A cursory search for #crocs on Instagram unveils nearly 2.7 million posts, with consumers flaunting their personalised and adorned Crocs designs. Collaborating twice with the luxury fashion brand Balenciaga has undoubtedly contributed to Crocs’ surge in popularity despite the footwear brand’s original focus on functionality rather than fashion.
New Balance rises to take second most popular fashion brand globally
According to the study, New Balance, another footwear and sportswear brand, emerges as the second fashion brand to gain global popularity, claiming the top spot in 18 countries. Transitioning from its previous status as a fashion underdog, the brand is now regarded as “cooler than it was ten years ago,” with sneaker enthusiasts worldwide eagerly seeking its latest designs. In 2022, New Balance achieved a record revenue of $5.3 billion, surpassing larger competitors like Nike and Adidas in sales growth rate.
As reported by USA Today, CEO Joe Preston has forecasted revenues to reach $10 billion USD in the coming years. Collaborations with prominent designers like Salehe Bembury, JJJJound, and Aimé Leon Dore have undoubtedly played a significant role in New Balance’s increasing popularity. Additionally, the brand’s rising appeal among celebrities such as Gigi Hadid, Chris Pine, and Zoe Kravitz, as well as athletes like NBA players Kawhi Leonard and Jamal Murray and MLB players Shohei Ohtani and Francisco Lindor, has further bolstered its reputation.
As indicated by the study, luxury fashion conglomerate LVMH experienced remarkable growth in popularity, securing the top spot in 14 countries, followed closely by luxury fashion giants Burberry and Hermes. LVMH maintains its position as the world’s most valuable luxury company, distinguished by its robust market capitalization and revenue.
Renowned for its expansive portfolio of top-tier brands, dedication to sustainability, and impeccable craftsmanship, LVMH epitomises French luxury on a global scale. The organisation’s fusion of traditional expertise, inventive flair, and pioneering spirit has solidified its status as a worldwide ambassador of French luxury and an emblem of unparalleled craftsmanship, rendering its escalating popularity unsurprising.
Furthermore, Levi Strauss & Co. has witnessed notable spikes in popularity in both the US and the UK, experiencing an 85 per cent year-on-year increase in the US and a remarkable 146 per cent surge in the UK. Fueled by the escalating demand for looser and straight-fitting styles, epitomised by the iconic Levi’s 501, Levi’s jeans have maintained enduring popularity in these regions. This enduring appeal can be attributed to their exceptional quality, timeless design, iconic status, unmatched comfort, and remarkable versatility.
