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With 90% brand awareness, Italian luxury fashion house Gucci is the most well-known luxury fashion brand in the U.S., followed by Chanel and Dior. A look at the usage share of luxury fashion brands in the United States reveals the first place is taken by Burberry followed by Gucci,  Louis Vuitton and Dior.

For this study, brand awareness was surveyed employing the concept of aided brand recognition, showing respondents both the brand's logo and the written brand name.