In the recently released ‘Digital IQ Index: Brazil Russia India‘ study, L2’s team reported on the most Google-searched luxury brands in each of these three emerging markets. The results represented just five percent of our prestige brands’ global search total but still managed to reveal some telling patterns. Brazilians, Russians, and Indians are distinctly different when it comes to their access to prestige goods and their country’s demographic breakdown. In terms of which brands they want to know more about and/or which brands’ items they intend to purchase, however, the three tell a strikingly similar story.
Though Hermès topped Brazil’s search results, Chanel and Louis Vuitton tied to top Russia’s, and Prada came in first in India, six brands (Prada, Chanel, Giorgio Armani, Louis Vuitton, Calvin Klein, and Tiffany & Co.) landed in the top 10 in all three markets. What these six, in particular, possess that allows their popularity to transcend such divergent cultural and geographical lines is unclear–or, more accurately stated, is too muddled by inconsistency. While half of Russia’s 10 most searched luxury brands offer the necessary convenience of localized/translated sites (Chanel, Dior, Calvin Klein, Armani, Dolce & Gabbana), just three do so in Brazil (Chanel, Calvin Klein Dior) and just two (Armani, Le Meridien) in India. Inconsistency also plagues the brands’ brick and mortar efforts. Prada, arguably the most popular-to-search brand in the study, not only ignores localized sites across the BRI board, but the fashion house hasn’t even opened a boutique in India, where it is currently the No. 1 most-searched luxury brand. In sum, there is no tried-and-true formula to being on the wish lists of the wealthy in BRI countries.
The most important takeaway for these brands is to remedy the missed revenue opportunity by taking advantage of the rapidly growing wealth and lust for luxury in these three countries. The hard part, generating interest, is already established. The next step? As they say: if you build it, they will come.