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Zara The Most Searched Fashion Brand Worldwide, Nike Next As Louis Vuitton Falls To 16

Over the years, with the advent of the internet and globalization, fashion has significantly moved from local stores to online sites with brands getting international and more accessible. Everyone has their preference for style statements. Researching on consumer behavior and popularity of brands,’s recent report states that Spanish chain Zara is the most Googled brand in 2021, with almost 2,200 stores in 88 countries replacing Louis Vuitton which had the top sport in 2020.

Following Zara, all the top five spots had non-luxury brands in the likes of Nike, Zalando, Fashion Nova, and ASOS. Nike is the most searched brand in 36 countries around the world, including South Africa, Mexico, and Malaysia while German Zalando topped in 14 countries like Austria, France, Italy and Germany, and mostly other European countries. It was interesting to note that most entries in the 2021 report were new, including the top 5. Following these, the rest of the list includes Gucci (down 4 spots), Adidas, H&M, Chanel (down 6 spots), UK’s Next, Dior, Uniqlo, Tommy Hilfiger, Lululemon and Yeezy, Louis Vuitton(down 16 spots), and Macy’s. Dior and Tommy Hilfiger are also among the new luxury entries.

However, this drop in the rankings of luxury brands like Gucci, Chanel, and Louis Vuitton are said to be a reflection of buying trends as more and more people have moved towards dressing in casual attire due to the lockdown and spurge in sports and gym activities for getting back to shape as restrictions are being lifted. 

A look at regional stats, Europe’s top favorites are its homegrown brands like Zara and Zalando. Local labels like Next takes the top spot in Britain while Ireland and Malta went for ASOS and other smaller market retailers and brands.

Shopping with local labels is also popular in Britain as Next takes the top spot there as it continues to expand. But some smaller markets are happy to look at retailers and brands from other countries, with ASOS being the most popular fashion search in. Department store chain Macy’s was the most popular brand in the US while local leisurewear like Lululemon trended in Canada.
Asia had a rather diverse list with Zara being the top in countries like Japan. Thailand and the Philippines saw Nike in the first position while Chanel was the most googled in Iraq, Bangladesh, Pakistan Myanmar, and Sri Lanka. 

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