The Luxury Promise Report 2023

The Most In-Demand Designer Brands of the Year 

Designer brands are so much more than meets the eye. They’re stylish, yes. Functional — of course. The best stand out for their unique and thoughtful designs, superior craftsmanship and high-grade materials.

Think full-grain leather designer handbags with gold-plated hardware and gemstone accents, hand-sewn and put together by expert artisans, and — with care — expected to last one or a few lifetimes.

Designer clothing and footwear, jewellery, handbags, and accessories have undeniable brand value. They’re statement pieces, meant to be recognised for what they are, and they’re representative of a person’s preferences, values and experiences. 

Are you looking for your next designer brand investment? 

Here are this year’s most in-demand designer brands based on data from our website, Google searches and follows on social media.

Our Most Popular Products of the Year 

To discover which products you loved the most this year, we’ve looked at which of our items received the most views. 

Hermès, with four products on the list, is the most popular brand of pre-loved designer bags. Chanel is not far behind with three, but its popularity transcends handbags as a few non-bag Chanel products, like the pink slide sandals, vanity case, and turn-lock earrings, are also among our most-viewed designer items.

 

1. Hermès Mini Kelly II 20 cm Black Matte Alligator Leather With Gold Hardware

The Mini Kelly II 20 cm in black matte alligator leather with gold hardware is in first place, the most popular pre-loved Hermes product on our website. The Mini Kelly II is the latest iteration of the Hermès Mini Kelly, a small Kelly.

Originally created in the 1930s, the Hermès Kelly became wildly popular in the 1950s when the princess of Monaco, former Hollywood star Grace Kelly, was photographed using the bag to conceal the early signs of her pregnancy. As a tribute to Her Serene Highness, Hermès renamed the bag and called it the Kelly. Today, the Kelly is one of the house’s most quintessential products apart from its Hermès Birkin bags.

The Kelly lineage is unmistakable in the Hermès Mini Kelly II with its trapezoid (albeit proportionally shorter) shape, single handle, detachable strap, triangular gussets, and cut-out flap. Its Sellier stitching gives it a sharp silhouette and structured construction.

This Mini Kelly II is particularly special because of the alligator leather material, which gives it the distinctive alligator pattern of larger scales in the middle and significantly smaller scales in the periphery. The gold hardware also looks great against the black matte background.

2. Chanel Black Lambskin 9-Inch Classic Flap Bag GHW

The Chanel black lambskin 9-inch Classic Flap Bag with gold hardware is our second most popular online product.

The French fashion house founded by Gabrielle ‘Coco’ Chanel in 1910 introduced the Chanel Classic Flap Bag in 1955. It has since become one of Chanel’s most recognisable handbags. Like any other vintage Chanel bag, it is also quite timeless. It may be 68 years old, but it does not look dated at all.

The black lambskin with gold hardware variant is particularly emblematic of Chanel’s aesthetic. How can it not be when it looks exquisite from any angle, goes with anything and fits in whatever the occasion? A true classic, indeed.

3. Van Cleef 5 Motif Bracelet Onyx GHW

The Van Cleef 5 Motif Bracelet Onyx GHW, is the third most viewed product on our website. It shares the same quality of timeless elegance as the top two products on this list.

The bracelet has five motifs set on a thin golden chain. The four-leaf clover motif is the signature design of the Alhambra, a jewellery line that has been emblematic of the Van Cleef & Arpels brand since 1968. The 18K yellow gold perfectly frames the matte darkness of the onyx stones, so the bracelet is striking but delicate; stunning but subtle.

The World’s Most In-Demand Designer Brands 

There are hundreds of designer brands across the globe. It can be challenging to choose which brands to try, so you may want to know which designer brands are the most in demand worldwide. To help you out, we’ve turned to global search data.

Louis Vuitton is still the world’s most in-demand designer brand. It’s followed by Balenciaga, Gucci, Dior and Rolex. Chanel, Prada, Burberry, Cartier, and Versace are also included in this exclusive list.

Here are the top ten most in-demand designer brands in the world based on global search volumes.

 

Rank	Brand	Global Search Volume
1	Louis Vuitton	11100000
2	Balenciaga	5000000
2	Gucci	5000000
3	Dior	4090000
3	Rolex	4090000
4	Chanel	3350000
5	Prada	2740000
6	Burberry	2240000
6	Cartier	2240000
6	Versace	2240000

 

1. Louis Vuitton

Louis Vuitton earns first place in this ranking,  with over 11 million searches per month more than twice the search volume of the brands in second place.

This French fashion house was built by Louis Vuitton, a trained trunk maker. It originally specialised in custom-built trunks, cementing its position when it innovated the tumbler lock. Today, the brand is a household name with a logotype few would fail to recognise. Louis Vuitton has since expanded its range to handbags, ready-to-wear, shoes, jewellery, watches, and perfumes.

2. Balenciaga and Gucci

Balenciaga and Gucci share the number two spot, each with 5 million global searches.

Balenciaga takes its name from Cristóbal Balenciaga, who launched the brand in 1918 in San Sebastian, Spain. Like its founder, the house does not conform to trends but sets them, creating atypical designs like the waistless silhouette of the Balenciaga sack dress.

Gucci, founded by Guccio Gucci in Florence, first opened its doors in 1921. It originally sold leather goods, particularly suitcases and horse-riding equipment, and enjoyed a fair amount of success. However, it gained international fame when it launched handbags with a saddle-shaped bamboo top handle. Today, Gucci is known for lavish, unapologetic luxury when it comes to ready-to-wear high-fashion, shoes, and accessories.

3. Dior and Rolex

Dior and Rolex share the third spot with over 4 million searches per month.

Dior is a French fashion house founded by fashion designer Christian Dior who debuted his first collection in 1947. The brand celebrated the feminine shape with dresses that flattered, and Dior soon became a favourite among female celebrities. It’s still one of the most romantic brands, globally renowned not only for its ready-to-wear and haute couture but also for its handbags (e.g., the Saddle Bag and Lady Dior), jewellery, timepieces, cosmetics, and fragrances.

The Rolex brand is synonymous with exceptionally crafted wristwatches. Apart from precision, technology is at the core of its excellence (and fame). It is the home to the patented oyster case — the first waterproof wristwatch case in the world — the helium valve escape and the ringlock system.

The Most TikTok-Followed Designer Brands 

TikTok, with more than one billion active users, is one of the most popular apps in the world. It is particularly popular among females and Gen Z. It’s a perfect fit for designer brands with young female audiences, and it is also an excellent platform for designer brands that wish to remain relevant to future generations of buyers.

Here are the top 10 designer brands on TikTok.

 

Rank	Brand	Tik Tok Followers
1	Dior	7200000
2	Balenciaga	4000000
3	Burberry	3900000
4	Gucci	3900000
5	Valentino	1600000
6	Prada	1200000
7	Loewe	1100000
8	Versace	984500
9	Cartier	763300
10	Balmain	690600

 

1. Dior

Dior lands in first place with 7.2 million followers and 52.2 million likes. Some of its videos have millions of views, including the Orelsan behind-the-scenes video for the #GrisDior campaign (33,000,000 views) and the Magic of India is Alive Tiktok for #DiorFall23 (27,000,000 views).

2. Balenciaga

Balenciaga has 4 million followers and 23.5 million likes on TikTok. Unlike the romantic, dreamy and generally polished videos of Dior, Balenciaga’s TikTok is full of quirky and provocative clips, consistent with the brand’s image, with some catwalk, photoshoots and product videos thrown in.

3. Burberry

In third place is Burberry with 3.9 million followers and 28,700,000 likes. The British summer stop-motion animation is one of the British fashion house’s most watched videos (20,500,000 views). The short clip generously features the Burberry Check, the brand’s signature design. It leaves warm, fuzzy feelings consistent with the brand’s return to its roots (chivalry and nostalgia for the old way of life) signalled by the brand’s recent adoption of its knight graphic logo and a shift to a serif logotype.

The Most Instagram-Followed Designer Brands 

There’s no better platform than Instagram when it comes to fashion. What was originally a photo-sharing app has become a showcase of OOTDs, beauty and luxurious lifestyles. 

Unsurprisingly, big designer brands have started engaging with their audiences on Instagram, though some are more successful than others.

Here are the 10 designer brands with the most Instagram followers.

 

Rank	Brand	Instagram Followers
1	Chanel	59170051
2	Louis Vuitton	54747636
3	Gucci	52646347
4	Dior	45424888
5	Prada	33125274
6	Dolce & Gabbana	30767075
7	Versace	29938699
8	Fendi	21218922
9	Burberry	20121226
10	Valentino	18906911

 

1. Chanel

In the battle of the ‘Gram, Chanel is winning, landing in top place with 59.1 million followers. Chanel’s Instagram showcases posts, reels and style guides. The style guides are a particularly helpful and brilliant form of marketing. By showing how the brand’s followers can wear and layer Chanel jewellery and accessories, the fashion house curates experiences that place its products front and centre. Chanel’s Instagram feed is palpably glamorous, and it shows a transition of colours and tone to mark the passing of the brand’s campaigns and the seasons.

2. Louis Vuitton

Louis Vuitton is in second place with 54.7 million followers. True to its image, the brand’s Instagram photos and reels feel highly polished, with the most recent posts featuring a warm golden quality that shows the fashion house’s products in the best light (pun intended). Louis Vuitton’s carefully curated feed exudes a sense of beauty, indulgence and luxury.

3. Gucci

In third place is Gucci with 52.6 million followers. Gucci’s Instagram feed is full of impactful close-ups, with plenty of editorial shots (e.g., #BillieEilish, ##GucciHorsebit1953) and product posts (e.g, the Gucci Savoy collection, the Horsebit 1953 loafer). That said, the photos and reels of events, (e.g., 2023 Art+Film Gala), celebrities seated for fashion shows and attending after-parties, and even photos of the brand’s creative director, Sabato de Sarno, make Gucci’s Instagram account feel a little looser and more organic than the feed of the other two top brands on this list.

The State of Designer Brands Across The US 

The Most Searched By State 

The United States is the largest consumer market in the world. It’s also one of the biggest luxury goods markets globally. Indeed, the U.S. market matters to designer brands. So, which designer brand dominates U.S. search?

Louis Vuitton takes the top spot, the most searched in every state, except Nebraska, where Valentino takes the lead.

The Most In Demand Luxury Brands of 2023

This year’s most in-demand brands globally are also the most in-demand brands in the United States.

 

Rank	Brand	US Average Monthly Searches
1	Louis Vuitton	3350000
2	Balenciaga	1500000
3	Gucci	1220000
4	Burberry	673000
4	Chanel	673000
4	Dior	673000
4	Rolex	673000
5	Cartier	550000
5	Prada	550000
6	Karl Lagerfeld	450000

 

1. Louis Vuitton

Louis Vuitton has an average monthly search volume of 3.3 million. It is the topmost searched brand in almost every state except Nebraska, where Valentino takes the top spot. The biggest search volume is in California with 550,000 searches.

2. Balenciaga

Balenciaga has an average monthly search volume of 1.5 million and is the second most searched designer brand in the United States overall. However, in California, where it has the highest search volume at 201,000, it is only the third most-searched; Gucci takes the second spot, just as it does in Nevada. Balenciaga is also only fourth searched in Hawaii, where Gucci and Chanel take the second and third spots, respectively.

3. Gucci

With an average monthly search volume of 1.2 million, Gucci is the third most searched designer brand in the United States overall and in nearly all U.S. states. It has the biggest search volume in California (241,000), where it edges out Balenciaga to become the second most searched brand after Louis Vuitton. It is also the second most searched in Hawaii and Nevada but is fourth in Montana and Nebraska.

The Hottest Brands for 2024 

The world of luxury is dominated by a few big names, but there are other established brands currently trending in U.S. searches, including Loewe, Alaïa, Lanvin and David Yurman.

Here are the 11 hottest brands to watch out for in 2024.

 

Rank	Brand	US Average Monthly Searches	12-Month Search Increase
1	Van Cleef	368000	174%
2	Chloé	2900	83%
3	Loro Piana	135000	82%
4	Loewe	165000	50%
4	Alaïa	14800	50%
5	Lanvin	135000	23%
6	David Yurman	301000	22%
6	Manolo Blahnik	74000	22%
6	Goyard	201000	22%
6	Mulberry	135000	22%
6	Audemars Piguet	110000	22%

 

1. Van Cleef & Arpels

Van Cleef & Arpels is a French house of fine jewellery with 368,000 U.S. average monthly searches, surging 174% in 12 months.

The brand’s story began with the marriage of Alfred Van Cleef (the son of a lapidary) and Estelle Arpel (the daughter of a precious stones dealer). It was the perfect match; hence, the house of Van Cleef & Arpels was born in 1906. The brand grew from strength to strength, producing exquisite jewellery that attracted the attention and patronage of the world’s elites, including the Princess of Monaco, Grace Kelly; the Duchess of Windsor, Wallis Simpson; American heiress, Barbara Hutton; and Greek soprano Maria Callas.

2. Chloé

Chloé is a French fashion house with 2,900 average monthly searches in the United States. While this may seem insignificant compared to the multimillion searches of big-name brands, it is worth noting that Chloé’s searches have grown 83% in 12 months.

Chloé has a rich history of iconic pieces, like the shirt-dress Embrun, the Tertulia and the Rachmaninoff, and is a pioneer of prêt-à-porter fashion. Its founder, Gaby Aghion, showed her first collection in 1952. It was defined by relaxed silhouettes that defied the more formal and structured aesthetic of the prominent couture houses. Since then until today, throughout the many transitions, the brand has undergone, the Maison remains true to its feminine, artistic and youthful roots.

3. Loro Piana

Loro Piana is in third place, with an 82% increase in searches within 12 months and an average U.S. monthly search volume of 135,000.

This Italian brand is part of the Moët Hennessy Louis Vuitton (LVMH) group of companies. Wool trader Pietro Loro Piana started the company in 1924 and, within about 50 years, it gained a reputation for making superior-quality wool and cashmere. Today, Loro Piana remains a leading processor of cashmere, but it also now sells ready-to-wear garments and designer handbags.

The Brands Falling In Popularity 

No brand wants to fall out of favour; but it is fashion, after all, and seasons change. Even amongst designer brands, people’s preferences vary.

There’s also a shift towards quiet luxury, which represents a sleek and sophisticated aesthetic that is more nuanced and not as restrictive as minimalism. Quiet luxury searches have increased 52-fold between January (408) and May (21,466) of this year. Before that, quiet luxury searches were flat.

Here are 8 brands that are falling in popularity.

 

Rank	Brand	US Average Monthly Searches	12-Month Search Decrease
1	Agent Provocateur	40500	-55%
2	Balenciaga	1500000	-45%
3	Gucci	1220000	-33%
3	Burberry	673000	-33%
3	Ferragamo	74000	-33%
3	Bottega	60500	-33%
3	Amina Muaddi	33100	-33%
3	Karl Lagerfeld	450000	-33%

 

1. Agent Provocateur

The luxury lingerie and swimwear brand Agent Provocateur has seen the biggest drop in searches. While it is searched a monthly average of 40,500 times in the United States, it has lost 55% of its search volume in the past 12 months.

Agent Provocateur is a British label that started in Soho as a punk heritage brand that carries underwear, hosiery, clothing, toys, and accessories. It is daring, colourful and provocative with pieces that draw the gaze and revel in the resulting attention. It is luxurious, and it’s far from quiet or subtle.

2. Balenciaga

Balenciaga remains one of the top designer brands globally and has a hefty monthly average search volume of 1,500,000. That said, its search volume declined by 45% in the past 12 months.

The apparent preference for quiet luxury items could be a contributing factor. There’s nothing quiet about Balenciaga — a brand that constantly pushes the envelope to set new boundaries, possibly even crossing the line a few times in its recent campaigns.

3. Gucci

Gucci, with average monthly searches of 1,220,000, may be the third most-searched brand in the United States, but the past 12 months saw its search volumes fall by 33%. The brand’s loss of favour could also be due to the consumers’ increasing preference for quietly luxurious things, which is directly opposed to Guci’s lavish and maximalist luxury ethos.

Also in third place on the list of the year’s biggest losers are Burberry, Karl Lagerfeld, Ferragamo, Bottega, and Amina Muaddi. All these brands saw a 33% drop in U.S. searches in the past 12 months.

Methodology and Sources 

To highlight our most popular products of the year, we looked into the number of views each product received in the last 12 months. 

We collected Google Search data from the last 12 months [October 2022 - October 2023] across 80 of the world’s most popular designer brands, including brands sold by Luxury Promise. We took the search volumes from Google’s keyword planner to discover the top 10 luxury brands with the most searches in the US. 

We also looked at increasing and decreasing search trends over a 12-month period using Ahrefs and Keyword planner data.

Using social data, we listed down the top 10 brands with the most Instagram and TikTok followers as well.