Gucci, the flagship brand of French luxury group PPR, is the world's most coveted luxury brand, a survey has found.

According to market research firm The Nielsen Company, one in five global consumers said they would choose to buy Gucci (over any other luxury brand) if money was no option.

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

Louis Vuitton finished in fourth spot, followed by Giorgio Armani, Christian Dior and Versace.

In Nielsen's 2005 survey of luxury brands, Gucci shared the top spot with Giorgio Armani.

"It's an incredible achievement for Gucci to remain at the top of the most coveted league table for luxury brands," said Patrick Dodd, European president of 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."

According to the survey, if money was no object, 41 per cent of Indians and 37 per cent of UAE consumers said they would choose Gucci.

One in four global shoppers said they regularly purchase designer brands.

Currently, three in seven (31 per cent) of consumers in UAE and Hong Kong say they buy Gucci-branded products.

"The small nations of UAE and Hong Kong are the two most famous shopping meccas on earth and it's no surprise that their shopaholic, image-conscious citizens are among the biggest fans of luxury goods today," the report said.

“Their geographical location also means they benefit directly from “shopping tourism” - Dubai attracts the wealthy shopping elite from neighboring Saudi Arabia and Hong Kong attracts the new wealth from China.

"Shopping is a way of life in these countries and luxury brands are an essential part of the population's wardrobe, even if it comes in the form of a key chain."

Consumers in Hong Kong are currently the most likely to buy Gucci, Burberry and Louis Vuitton more than any other country.

UAE shoppers topped global rankings for currently buying Christian Dior, Versace, YSL, Givenchy and Calvin Klein.

"The appeal of the luxury designer brand continues to grow - a luxury brand is simply something that consumers, especially those in emerging markets, are willing to pay a significant premium for," said Dodd.

According to the Nielsen survey, a quarter of global consumers said designer brands are of significantly higher quality than standard products, and 60 per cent said that people wear designer brands to project social status.

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