Bottega Veneta is the most prestigious luxury brand of 2006, beating Hermes and Armani to the punch. A study by US research facility The Luxury Institute, in which wealthy consumers participated, showed that the understated Italian brand was the big winner.
The relatively low awareness level of Bottega Veneta, at 21 percent, as opposed to Hermes at 55 percent and Armani at 74 percent, proved to work in its favour, as it showed enormous potential for the Italian brand.
Wealthy customers were asked to rate 21 leading luxury fashion brands, based on their perception of the brands’ reputation. The brands included were: Armani, Bottega Veneta, Burberry, Calvin Klein, Chanel, Christain Dior, Coach, Dolce e Gabbana, Faconnable, Fendi, Ferragamo, Gucci, Hermes, Hugo Boss, Izod Lacoste, Louis Vuitton, Marc Jacobs, Polo Ralph Lauren, Prada, Versace and Yves St Laurent.
Five hundred households participated in the survey.