According to a global on-line survey of 23,500 consumers in 42 countries and regions conducted by ACNielsen, nearly half of the Hong Kong on-line population is fans of designer brands and most after Gucci and Louis Vuitton (LV) among all.

Gucci (25 percent), Louis Vitton (23 percent) and Ralph Lauren (17 percent) are the top three most popular brands among Hong Kong people who are currently buying products of these brands.

The results are seemingly different from the global results where Ralph Lauren was currently the most purchased brand by the world consumers, especially with the North Americans.

The on-line survey, which was conducted last November, indicated that across the world, Gucci, Christian Dior and DKNY completed the top four designer brands currently most purchased among the world internet consumers.

When asked which designer brands they would like to buy if money were no object, ACNielsen study showed Giorgio Armani was ranked the most coveted globally while the results are a bit different in Hong Kong where people continue to be loyal to LV.

In fact, LV appeal is not limited to Hong Kong but Asia Pacificwhere a third of the people chosen the French brand as their most coveted brand on par with Gucci.

The future survival of leading fashion houses depends on brand longevity and it is no surprise that designer fashion houses have been investing in their future by building commercial and brand presence in the fast growing markets of Asia, UAE and Russia.

The ACNielsen Global On-line Survey, the largest twice-yearly survey of its kind, is aimed at gauging consumers opinions to a variety of subjects ranging from current confidence levels, spending habits and intentions and current major concerns.

The company is an international market information provider by offering services in more than 100 countries and regions.

(Xinhua News Agency April 29, 2006)