World Luxury Index™: The Top 50 Most-Searched for Luxury Brands in Russia

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The World Luxury Index Russia ranks and analyzes the luxury brands most searched for in Russia through an investigation of luxury brand related searches performed on the leading search engine, Yandex.

Top 50 Most Searched For Luxury Brands in Russia - World Luxury Index

Top 50 Most Searched For Luxury Brands in Russia - World Luxury Index

With so much attention on Russia’s booming luxury industry, international brands are in need of a standardized benchmark and consumer insights.

Digital Luxury Group (DLG), the first international company dedicated exclusively to the digital success of luxury brands, in a first time partnership with Yandex, the leading search engine in Russia and Luxury Society, the world’s largest community of luxury executives, unveil for the first time, a ranking of the top 50 most-searched for luxury brands in Russia.

This ranking is the second installment of the World Luxury Index™, an international ranking and analysis of the most searched-for brands within the luxury industry. Covering over 400 brands within six key segments (fashion, beauty, jewelry, cars, watches, and hospitality), the World Luxury Index provides insights on the unbiased search inputs coming from global luxury consumers in the world’s top search engines. The result is a one-of-a-kind benchmark of the luxury brands capturing the attention of luxury-minded consumers around the world.

“With so much attention on Russia’s booming luxury industry, international brands are in need of a standardized benchmark and consumer insights. With Yandex’s 60% market share in search, Digital Luxury Group chose obviously the right partner to provide reliable data as the basis for this first edition of the World Luxury Index Russia,” said Bernard Lukey, General Director of Yandex Europe.

As the first official ranking of the most sought after luxury brands in Russia, the unbiased information is derived from an impressive sample of more than 150 million+ consumer queries on the leading search engine in Russia, Yandex. DLG research analysts, and the Luxury Society team, uncovered a number of interesting findings from search statistics provided by Yandex:

1.    Luxury Cars Rule the Road
The Russian car market is booming and is expected to become Europe’s largest car market by 2014. This strong interest for cars, and more specifically luxury cars, is reinforced in the findings. Automobiles make up an impressive 73.6% of total searches for luxury brands in Russia, with BMW dominating as the most-searched for luxury brand.

2.    Beauty Brands Make an Impact
Guerlain ranks third in the beauty category (after Chanel and Lancôme) in Russia. Compared to its ranking in China (10) and in the US (17) it does quite well in Russia. The ties with the country were further strengthened when Guerlain became an official sponsor of the famous Bolshoi theatre in 2011 and launched an exclusive perfume for the re-opening of the main stage.

3.    Luxury Travel in the Tropics
Tropical destinations in Thailand, the UAE, and the Maldives lead in Russian luxury hotel research. Phuket, an island off the coast of mainland Thailand, is the most searched for destination within the hotel brands featured in the top 50 ranking. Of the luxury hotels in Phuket, Le Meridien captures a near majority of the attention of Russian travelers.

4.    Bling Beckons
Data shows Russian taste for “bling” isn’t just a stereotype. In the luxury watch market in Russia a notable level of searches are done for gold and diamond watches, over any other material. Plus, Swarovski, well-positioned as a brand that fits the Russian taste for bling, remains an attainable luxury, and ranks first in the jewelry segment.

The full report is available online at: http://www.dlgr.com/russiarank. More detailed data and analysis on a particular segment or brand is available upon request.

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About Digital Luxury Group
With offices in New York, Geneva, and Shanghai, Digital Luxury Group (DLG) is the first international company dedicated exclusively to the design and implementation of digital communication strategies for luxury brands. For more information: digital-luxury.com

About Yandex
Yandex is Russia's largest search engine and a leading Russian internet and technology company. The company provides easy access to the wealth of local, national and international information through its search and a portal with dozens of free online services. Yandex generates about 60% of all search traffic in Russia, while its websites attract a monthly audience of more than 79.4 million users from all over the world (comScore, March 2012). For more information: company.yandex.com

About Luxury Society
Luxury Society is the world's most influential online community of top luxury executives. Based in Paris, with members in more than 150 countries, Luxury Society informs and connects CEOs, managers, journalists, consultants, designers and analysts from across the luxury industry. For more information: luxurysociety.com

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Tamar Koifman
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