San Francisco-based Stylophane.com, an Internet apparel design and marketing firm that counts the number of times apparel brands are entered into search engines that the firm tracks monthly, found a diverse group represented in the top 12, from designer names to sports apparel and outerwear. According to the firm, six brands reappeared on the list since February 2006: Louis Vuitton, Nike, Adidas, Gucci, Chanel and Prada. These brands, though still dominating the top spots, posted lower search volume figures from the same period a year ago. Here's a look at what these power brands have been doing recently to continue generating interest.
Search volume for February: 315,126
The popularity of Louis Vuitton hasn't slowed even though the brand's creative chief, Marc Jacobs, is in rehab. In March, Jacobs showed the Louis Vuitton fall lineup in Paris. WWD reported the collection was "lovely though surprisingly low-key," and "filled with chic, wearable clothes." The fashion house, whose collection of bags is much sought after each season, has attached a price tag of $42,000 to its Tribute Patchwork bag for spring. Alex Mendoza, partner of Stylophane.com, said, "Both Louis Vuitton and Nike maintain their positions in the rankings again this year."
Search volume: 252,875
Beaverton, Ore.-based Nike Inc. outlined a detailed expansion plan in February, WWD reported. The athletic giant wants to reach $23 billion in revenues by 2011, compared with $15 billion in fiscal 2006. "The brand is creating new category-specific product for six target areas: running, basketball, soccer, women's fitness, men's training and sport culture," WWD said. Nike Inc. released third-quarter financial results in March. For the three-month period ended Feb. 28, earnings climbed 8 percent, to $350.8 million. Sales increased 9 percent, to $3.93 billion.
Search volume: 158,656
Adidas AG reported last month that net profits in 2006, driven by double-digit sales growth in all regions except Europe, rose 26.1 percent, to 483 million euros, or $609 million, on a sales increase of 52 percent, to 10.08 billion euros, or $13.6 billion. Adidas, based in Herzogenaurach, Germany, is continuing to focus on its integration of Reebok, which the company acquired in 2005. The Greg Norman apparel business, acquired with Reebok, has had a positive impact on group sales.
"I think that all anyone really wants in life is to have people understand us for who we actually are, despite everything," says Ruth Negga. The actress talks "Preachers" season 2 and more on WWD.com. #wwdeye (📷: Dan Doperalski)
"That's something that resonates with me too because I'm so locked into a number. If I go over that number it completely ruins my day so it's nice to get detached from the number on the scale." - Chelsea Handler on Kelly LeVeque's book "Body Love." #wwdeye (📷: John Salangsang)