Fashion Marketing: Versace vs. Armani, as seen by Google Trends

Fashion Marketing news:  Versace and Armani are two of the most popular names in fashion; in fact, they could be considered the most recognized names in the industry.  But they didn’t get that way by sitting back on their heels and just letting nature take its course; they were proactive and voracious in their drive to grow their companies and name recognition; they continue to be so as the trends indicate.

Versace has always been a popular name.  According to Google Trends, the brand's search engine traffic remains consistent, with a few peaks and valleys.  After Gianni was killed in 1997, his name became more recognized by the common public as he was all over the news; his sister, Donatella, is commonly known and seen frequently on the celebrity social scene.

As such, while his name is searched often, 5,638 times per day, the peaks are frequently created by news in conjunction with the celebrity sect or the health problems of his niece, Allegra, who inherited his fashion empire.  The most recent surge in search popularity surrounding Versace, has been the anniversary of his death on July 15th, and the tribute that was attended by many celebrities in Milan.

Chart : Searches for "Versace" (Google Trends)

Armani, again, is a well known name.  His search traffic is consistent like Versace’s, and has fewer peaks and valleys, likely because searches for him are driven primarily by fashion related news. The name Armani is searched only 3,935 times per day, but nearly every search is directly related to one of his many clothing lines or clothing items.  To the naked eye, it would appear that Armani has a stronger power of brand.

When comparing the search trends between Armani and Versace, it is interesting to note that whether the numbers are analyzed by region, city, or language, Italy is fond of searching for Armani and a large portion of his search traffic is driven by the country and its residents.  Versace is searched for all over the world, which is not surprising and is very indicative of the link between the name and the celebrity life.  Over the last year, all peaks in search engine traffic related to Versace has been directly related to the celebrities; in contrast, only one news item – the wedding of Katie Holmes and Tom Cruise in November of 2006 – has been linked to the search traffic for Armani.

Overall, Versace and Armani will continue to be popular search terms and will create consistent web traffic and trends for years to come.  Never underestimate the power of brand and how it can help grow your business.