Gucci, the flagship brand of French luxury group PPR, is the world’s most coveted luxury brand according to a global luxury brands survey by The Nielsen Company.

In the latest survey, one in five global consumers said they would choose to buy Gucci (over any other luxury brand) if money was no option, making the Italian fashion brand that was revived by Tom Ford in the 1990’s the most coveted and aspirational luxury brand in the world today.

Chanel and Calvin Klein tied for second place in Nielsen’s 48-country global online survey that was conducted in November 2007.

In fourth place came Louis Vuitton, followed by Giorgio Armani, Christian Dior and Versace.

Two years ago in the same survey, Gucci shared top honours in the survey with Giorgio Armani – which has since slipped to fourth place in current global rankings.

“It’s an incredible achievement for Gucci to remain at the top of the most coveted league table for luxury brands,” said Patrick Dodd, President Europe, The Nielsen Company.

“In the past two years, Gucci has managed to maintain and even increase its brand equity in a very competitive and fickle industry.

They have achieved this by consistently embedding their core brand values in all their branded products, which range from perfume and sunglasses to accessories, jewellery handbags and ready-to-wear fashion,” noted Dodd.

According to the survey, if money was no object, 41% of Indians and 37% of UAE consumers said they would choose Gucci. Source : Nielsen – Fulll Press release