Louis Vuitton is SA’s favourite luxury brand with Chanel, Gucci, Hermès and Burberry featuring comfortably in the top 5

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Xiayan wears a pale blue oversized shirt, pale blue and white striped shorts from Lovechild, a green monogram leather crossbody bag from Louis Vuitton, outside Armani, during Paris Fashion Week - Haute Couture Fall/Winter 2021/2022, on July 06, 2021 in Paris, France. (Photo by Edward Berthelot/Getty Images)
Xiayan wears a pale blue oversized shirt, pale blue and white striped shorts from Lovechild, a green monogram leather crossbody bag from Louis Vuitton, outside Armani, during Paris Fashion Week - Haute Couture Fall/Winter 2021/2022, on July 06, 2021 in Paris, France. (Photo by Edward Berthelot/Getty Images)
  • Covid-19 hasn't stopped South African luxury shoppers from adding high-value brands to their closets, and they seem to be loyal to Louis Vuitton as the brand firmly takes the top spot.
  • This is according to a report by Luxity, which lists the other top brands as Chanel, Gucci, Hermès and Burberry. 
  • Burberry is in the top five for the first time due to its modern appeal and international growth.


One would have thought that being unable to travel would cause South Africans to lose their appetite for shopping. Instead, luxury shoppers have channelled their energies into acquiring more luxury items to fill their closets and prepare for the total return or life as we previously knew it.

According to one of South Africa’s most trusted luxury resellers, Luxity, the top five luxury brands, in order of popularity, are Louis Vuitton, Chanel, Gucci, Hermès and Burberry. 

“The top overall brand for 2021 remains Louis Vuitton which shows tremendous longevity across all categories in terms of sales as well as interest,” says the report.

“Based on strong overall performance and the highest interest, Louis Vuitton was able to maintain its position as the most popular luxury brand in South Africa in the pre-owned market.“

Louis Vuitton, Chanel, Gucci, Hermès, Burberry,lux
All images supplied by Jenny Griesel

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This is the first time that British luxury brand, Burberry, appears in the top five. The brand is most loved in the footwear category, which could be a result of its international growth in desirability and its increasingly modern appeal.

Louis Vuitton, Chanel, Gucci, Hermès, Burberry,lux
Screenshot from Luxity's The State of the Luxury Market Report 2021. Supplied by Jenny Griesel

The report, issued annually by Luxity and covering 1 July 2020 – 30 June 2021, has also revealed that luxury accessories can prove to be exceptional investment pieces. 

Interestingly, despite Covid-19 and lockdowns, the local luxury sector “did remarkably well” in the reported period. 

Louis Vuitton, Chanel, Gucci, Hermès, Burberry,lux

“The trend of double-digit growth has certainly been seen in South Africa with frequent queues being reported in Sandton City’s Diamond Walk, the area of the prestigious centre housing Louis Vuitton, Gucci, Dolce & Gabbana and other luxury boutiques,” the report says.

“With few countries allowing South Africans and Africans abroad, high net worth individuals across the continent have flocked to South Africa as a premium shopping destination. Sandton City, for instance, has remained resilient through this period partly due to this reason.” 

Louis Vuitton, Chanel, Gucci, Hermès, Burberry,lux

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This is evident as Luxity opened two new stores (Nelson Mandela Square and Menlyn Maine) and shoppers seem to enjoy the experience of collecting their purchases in the luxurious store environment despite most purchases being recorded online. 

What's your favourite luxury brand? Tell us here.

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Voting Booth
Luxity has released a report rating luxury brands according to popularity in South Africa. Which brand is your favourite?
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Results
Gucci
16% - 32 votes
Hermès
10% - 21 votes
Dolce & Gabbana
12% - 25 votes
Louis Vuitton
24% - 48 votes
Burberry
12% - 25 votes
Chanel
26% - 52 votes
Vote