AOL® Search, America Online’s search destination, revealed the year’s top searches based on the people and topics that received the highest volume of online queries between Jan. 1 and Nov. 30, 2004.

  1. LOUIS VUITTON
    Percentage of searches based on fashion brands:
    18.3
    Artistic director Marc Jacobs has had some big hits at the $3 billion ready-to-wear, accessories and jewelry firm. His bags and baubles elicit a certain type of desire from women who mouth the words “must-have” when they see them. The company introduced a complete fine jewelry line this year. Jacobs’ first item, a bracelet and charms that include a diamond-studded airplane, took off like a rocket when he unveiled it three years ago.

  2. COACH
    Percentage of searches based on fashion brands:
    9.7
    Over the past decade, the brand has been reinvented under chairman and chief executive officer Lew Frankfort and president and executive creative director Reed Krakoff. Sales in 2004 will hit the billion-dollar mark. Krakoff has imbued the label with a strong identity that also borrows from the latest trends. For example, its bronze metallic Vintage Signature collection taps the craze for shiny leather. Madison includes handbags, accessories, hats, scarves, gloves, shoes and outerwear in satin with details such as rhinestone buckles.

  3. UGG
    Percentage of searches based on fashion brands:
    9.1
    Those searches for retailers of Ugg merchandise added up. Prompted by young style setters such as Lindsay Lohan and Paris Hilton, the Australian brand has seen more than its fair share of action. They were sold out in many places last year. The boots appeal to a diverse crowd. Neiman Marcus featured them in its Christmas Book this year.

  4. GUCCI
    Percentage of searches based on fashion brands: 5.3

    After creative director Tom Ford — along with ceo Domenico De Sole — exited the multibrand luxury group they helped build last April, Gucci filled Ford’s big loafers with a cast of designers who were promoted from the supporting ranks. Stefano Pilati took over at Yves Saint Laurent, Alessandra Facchinetti now handles Gucci women’s wear, John Ray designs Gucci men’s and Frida Giannini does Gucci accessories. Taking De Sole’s slot was former Unilever executive Robert Polet.

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