Cartier and Chanel have greatest brand recognition in lucrative Chinese market


Chanel and Cartier rank as two of the top three most powerful fashion and lifestyle brands in the burgeoning Chinese market, a major new report has revealed.

The watch-making duo finished in first and third spot respectively among a study of mid- to high-end consumers in China. US coffee chain was sandwiched in between in second place.

Louis Vuitton, Dior and Burberry, all of which offer watches as part of their brand portfolio, all made it into the top 10.

The report, produced by China’s leading fashion business platform Luxe.CO, ranks the top 100 premium brands for mid-high end consumers in China.

The rankings are based on a uniquely detailed analysis of data from sales in China, mentions and searches on Chinese social media platforms and search engines, and a survey of mid-high end Chinese consumers.


The study comes as China’s middle-class is rapidly overtaking America’s to become the largest in the world.

The study reveals that American and European brands still dominate fashion in China. The top 10 brands are:

1. Chanel
2. Starbucks
3. Cartier
5. Nike
6. Adidas
7. Louis Vuitton
8. Uniqlo
9. Dior
10. Burberry

Older brands hold the most sway among China’s mid-high end consumers. The average age of the top 100 brands is 76 years. But while European brands mostly hail from the 1930s, most top American brands were founded in the US heyday of the 1950s.

Alicia Yu, founder and CEO of Luxe.CO, said: “With China’s middle-class now the biggest in the world, it’s more important than ever that brands understand what makes China’s consumers tick. Our research shows that China’s consumers love the heritage of Europe’s and America’s most famous brands.

“But there’s a warning here too – the Chinese brands that make our list are younger on average. The world’s top brands will need to keep upping their game if they’re to hold on to their dominant position.”
The top 100 brands in full:

1. Chanel
2. Starbucks
3. Cartier
5. Nike
6. Adidas
7. Louis Vuitton
8. Uniqlo
9. Dior
10. Burberry
11. Gucci
12. Tiffany
13. Hermes
14. ZARA
15. Prada
16. Bulgari
17. Armani
18. Muji
19. Givenchy
20. Coach
21. Fendi
22. Saint Laurent Paris
23. Ferragamo
24. Dolce & Gabbana
25. Valentino
26. Bottega Veneta
27. Lego
28. Chow Tai Fook
29. Victoria’s Secret
30. Van Cleef & Arpels
31. H&M
32. Swarovski
33. UGG
34. New Balance
35. Michael Kors
36. Versace
37. Calvin Klein
38. Chloe
39. Jimmy Choo
40. MCM
41. Ralph Lauren
42. Puma
43. Zegna
44. Samsonite
45. Ferrero
46. Balenciaga
47. Mont Blanc
48. Chaumet
49. Alexander McQueen
50. Marc Jacobs
51. Godiva
52. Tory Burch
53. Levi’s
54. Lanvin
55. Under Armour
56. Tommy Hilfiger
57. Alexander Wang
58. Celine
59. Jack Wolfskin
60. Kenzo
61. Gap
62. Folli Follie
63. Pandora
64. Costa
65. Tod’s
66. Bally
67. Hugo Boss
68. Loewe
69. Kate Spade
70. DKNY
71. Vera Wang
72. Shanghai Tang
73. Dunhill
74. Miu Miu
75. Columbia
76. Abercrombie & Fitch
77. Tom Ford
78. Lindt
79. Forevermark
80. Max Mara
81. Rimowa
82. Leica
83. Ports 1961
84. Christian Louboutin
85. Diesel
86. Graff
87. Shiatzy Chen
88. Longchamp
89. Moschino
90. Club Monaco
91. Tumi
92. Moncler
93. Roger Vivier
94. Victoria Beckham
95. Nine West
96. Furla
97. Agent Provocateur
98. Topshop
99. Harry Winston
100. Chopard

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