Apparently a recent survey by ACNielsen of on-line fashion consumers from around the world established that fashion brands Armani and Gucci are the most desired designer labels. The survey also reputedly established that one in three consumers would buy Armani or Gucci products if money was not an issue. Versace came in third in the survey. Clearly Italy remains synonymous with fashion.
â€œGiorgio Armani and Gucci clearly understand that strong brands make for profitable businesses,â€ said Frank Martell, president and chief executive officer of ACNielsen Europe was quoted by Bloomberg saying. â€œThey are not merely selling fashion, they are selling an image, something consumers are willing to pay a premium for.â€
The survey consisted of 21,000 consumers in 42 countries from Europe, Asia-Pacific, the United Arab Emirates and North and Latin America.
Is this a surprise? Perhaps not, as Gucci, Armani and Versace are all well established in the “consciousness” of fashion consumers. In fact, if you were to ask a group of fashion consumers to quickly name three top designer brands then Gucci, Armani and Versace would mostly like be amongst the designer brands named — perhaps along with Dolce & Gabbana, Prada and Moschino, all Italian brands.
If Gucci, Armani and Versace are the most desired designer labels, but does not necessary mean they are also the most desired designer clothing? A great many fashion consumers when put on the spot will roll off a list of common designer labels but if they were to be presented with a group of garments side by side from a selection of different designers I wonder how many would then choose Gucci, Armani and Versace? If nothing else, this survey probably reveals some disturbing facts about consumer manipulation.