According to The Nielsen Company’s online survey, Italian fashion giant Gucci is the most coveted luxury brand in the world. One in five consumers said they would buy Gucci products if money was not an issue, according to a survey of 25,000 online consumers in more than 48 countries. In a similar survey published two years ago, Gucci shared first place with Giorgio Armani, which has now slipped to No 4 in the current global survey, Nielsen said.
“In the past two years, Gucci has managed to maintain and even increase its brand equity in a very competitive and fickle industry,” said Patrick Dodd, Nielsen’s President of Europe in a statement. “They have achieved this by consistently embedding their core brand values in all their branded products, which range from perfume and sunglasses to accessories, jewelry, handbags and ready-to-wear.”
Gucci, which is owned by French retail company PPR SA, was turned around in the mid-1990s by former executives Tom Ford and Domenico De Sole, who made its bamboo-handled bags, horse-bit motifs and double-G logos trendy and profitable.Some of the strongest responses came from India and the United Arab Emirates, where 41 percent and 37 percent of consumers, respectively, said they would choose Gucci over 24 other labels from their own country.Consumers in North America were the least interested in luxury brands, with 35 percent saying they would not buy any luxury brands even if money were no object.
The Nielsen Company is the world’s leading provider of marketing information, audience measurement, and business media products and services. Headquartered in New York, USA and Haarlem, The Netherlands, Nielsen operates in more than 100 countries.