The most popular fashion brands around the world

Last year the personal finance experts here at delved into the data to reveal the most popular fashion brands in (nearly) every country in the world. Back then, it was luxury brand Louis Vuitton that dominated the globe, but how have things changed in 2021?
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Using Google search data, has again crunched the numbers to discover the most searched for fashion brand in countries around the world, and there have been some interesting changes. 

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According to the data, the most searched for fashion brand worldwide is high street favourite Zara, in fact the top list is full of non-luxury brands such as Fashion Nova, ASOS and H&M. These brands are also well-known for their e-commerce offering, where you can go from browsing styles on your phone to wearing the latest trend in as little as 24 hours. 

Zalando, the German e-commerce company that sells a number of premium fashion brands, is particularly popular in Europe - it’s main market. All 14 countries that are searching for the brand the most are in Europe, making it the third most popular fashion brand globally.

Athleisure companies also feature highly, with Nike revealed as the second most searched for brand and Adidas and Lululemon also proving popular. Perhaps a reflection of how most people have moved towards wanting more casual attire during and after lockdowns and perhaps due to a renewed interest in sports and working out as gyms have reopened and people look to get back into their fitness regimens. 

High fashion brands that have remained popular, although have dropped in positions, are Gucci, Chanel and Louis Vuitton. Interestingly, it’s Dior and Tommy Hilfiger that are new luxury entries to the list this year. 

You can find 2020's most popular fashion brands here.

Updated 10 November 2021
Fashion brandNumber of countries searchingPosition change from 2020
Zara37New entry
Nike36New entry
Zalando14New entry
Fashion Nova13New entry
ASOS13New entry
Gucci10Down 4
Adidas7New entry
H&M7New entry
Chanel5Down 6
Next2New entry
Dior2New entry
Uniqlo2New entry
Tommy Hilfiger1New entry
Lululemon1New entry
Yeezy1New entry
Louis Vuitton1Down 15
Macy's1New entry
Most searched fashion brands - global
Most searched fashion brands - Europe
Most searched fashion brands - North America
Most searched fashion brands - south america
Most searched fashion brands - Africa
Most searched fashion brands - Asia
Most searched fashion brands - Oceania


Worldwide search data analysed by in October 2021 using Google Keyword planner.

The top brand for each country was found using annual search data in each country for each brand.

About Salman Haqqi

Salman is our personal finance editor with over 10 years’ experience as a journalist. He has previously written for Finder and regularly provides his expert view on financial and consumer spending issues for local and national press such as The Express, Travel Daily, and The Daily Star.

View Salman Haqqi's full biography here or visit the press centre for our latest news.

About Salman Haqqi

View Salman Haqqi's full biography here or visit the press centre for our latest news.