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03rd Dec 2023

Here are 15 fashion brands most commonly spelled wrong

Sophie Collins


In the fashion industry, a solid brand name is essential for success!

Yet, even renowned fashion giants face the challenge of being consistently mispronounced and misspelt.

According to JOOR’s exploration using Ahrefs, the German sportswear giant Adidas tops the list as the most misspelt fashion brand, with a staggering 556,000 online misspellings per month. 

Surprisingly, variations like ‘Addidas’ and ‘Addias’ dominate the search spectrum.


Luxury French brand Chanel claims the second spot, with an average of 408,700 monthly misspellings. 

Common variations like ‘Channel’ and ‘Chanell’ showcase the struggle users face in accurately typing the brand.

Swarovski secures the third position, facing around 85,300 monthly spelling errors. 

Notably, ‘Swaroski’ and ‘Swarvoski’ are frequent misspellings that challenge the Austrian jewellery giant’s online identity.

JOOR’s study also highlights other brands, including Moschino, Calvin Klein, and Cartier, facing their share of monthly misspelt searches.

The full list of most commonly misspelt brands is:

  1. Adidas 
  2. Chanel
  3. Swarovski
  4. Louis Vuitton
  5. Versace
  6. Jacquemus
  7. Asics
  8. Christian Dior
  9. Moncler
  10. Bottega Veneta
  11. Tommy Hilfiger
  12. Lacoste
  13. Tag Heuer
  14. Vivienne Westwood
  15. Dolce and Gabbana

For aspiring fashion entrepreneurs, JOOR’s experts offer essential tips on selecting the right brand name:

  • Be Unique: In a competitive industry, a distinctive brand name sets your business apart.
  • Global Recognizability: Consider linguistic and cultural aspects to ensure easy pronunciation and spelling across diverse regions, languages, and cultures.
  • Visual Appeal: Craft a visually pleasing name that translates well into logos and icons, crucial for success in the aesthetically-driven fashion industry.
  • Create a Story: Establish the ‘who,’ ‘what,’ and ‘why’ behind your brand, forging a personal connection with consumers.
  • Scalability: Ensure your brand name can grow with your business, avoiding choices that may become outdated over time.

In the intricate tapestry of the fashion industry, a carefully chosen brand name becomes a key thread, weaving the story of success for those who dare to venture into this saturated domain.