Google has unveiled its 2013 Google Zeitgeist, which lists data on the most searched-for people, places and moments that captured attention throughout the year, including which fashion brands and people were searched-for themost this year via its search engine in the UK.
Surprisingly, the list was drastically different from last year’s, whereas last year was topped by British fashion label Stella McCartney, this year it seems that UK Googlers were searching for US leather goods brand Coach.
The American brand, which has a flagship on New Bond Street in London, as well as on Regent Street and in Westfield London, captured the attention of the UK Googlers after the appointment of British designer Stuart Vevers as creative director, who left Loewe to head up the US label.
Hermes took second place in the most searched-for list, followed by French fashion house Chanel in third, and Italian label Gucci took fourth. The rest of the top ten includes Michael Kors, Louis Vuitton, Prada, Vivienne Westwood, Lacoste and Tommy Hilfiger.
Not only did Stella McCartney not feature but neither did Alice Temperley, Mulberry and Burberry who were all in last year’s list, meaning that Vivienne Westwood takes the coveted title of being the only British fashion label to make the cut in this year’s top 10.
British designers did fair much better in the most Googled fashion figures in the UK in 2013. Topped by model Cara Delevingne, Paul Smith came second, while Vivienne Westwood was ranked third. Fellow designer Victoria Beckham, who did top the list by rival search engine Bing, could only make fourth place.
Cara Delevingne most Googled fashion figure of 2013
The rest of the top 10 lists Kate Moss, Rosie Huntington-Whiteley, Alexander McQueen, Alexa Chung, Vera Wang and Naomi Campbell.
British model Delevingne was also named as the most re-blogged model on social media platform Tumblr, ahead of Miranda Kerr and Candice Swanepoel.
Google's annual Zeitgeist report was once again broken down into country, and like last year a European fashion label topped the American most searched-for high fashion brands list. Last year it was Louis Vuitton claiming the top spot, this year it was Versace, helped in the Google rankings thanks to a popular Drake song of the same name, and the Lifetime movie based on the true story of Donatella Versace.
Versace tops American most searched-for high fashion brand list
Michael Kors took second place, ahead of Diesel Black Gold, Gucci and Kate Spade. The rest of the top 10 featured Rachel Zoe, Prabal Gurung, Givenchy, Mulberry and Luca Luca. The youngest designer on the list is Gurung, who peaked Googlers interest around the time of his Target collaboration launch.
However, both the UK and US lists aren’t necessarily an accurate representation of the brands that were the most popular or successful this year, they are just the labels and designers that did something to give people a reason to look them up. For instance Coach peaked with Reed Krakoff announced he was leaving, and it peaked again when they named Vevers as his successor. So if brands want to get added to next year’s Zeitgeist they need to do something to capture Googlers attention.