MICHAEL KORS is the online world’s most sought-after US brand, according to Digital Luxury Group, an organisation that provides the luxury industry with market intelligence. The American fashion stalwart beat competition from Marc Jacobs who came second and Ralph Lauren who ranked third.
DLG discovered that Kors stole 19.6 per cent of more than 31 million internet searches, covering 35 countries – including the UK, France, China, Brazil, Japan, Russia and the US. The research was carried out from January to June 2012. Calvin Klein came fourth, followed by Vera Wang, Tory Burch, Kate Spade, Diane von Furstenberg, Betsey Johnson then Tom Ford. Interest in Kors was related largely to the label’s leather goods.
“Search engines better reflect customer interests than social media,” David Sadigh, founder and chief executive officer of Digital Luxury Group, told WWD. “The problem with social media is the buzz. Search engines are usually much more accurate in understanding primary interests.”