Adidas, along with Chanel, is one of the worst spelling and pronunciation brands in the world.

“Gabbana with a B or two?” asked Anne Hathaway as Andy Sachs in The Devil Wears Prada. Well, what today seems like a parody – or a nightmare for fashionistas – is confirmed by reality. A study by analytics firm and e-commerce platform Joor has revealed a list of misspelled and mispronounced fashion names around the world. According to WWD, company experts said that the name of the company is “the most important decision that can have a significant impact on its popularity and success,” but even if it is a popular name, this does not mean that everyone can focus on it correctly.

Generally, as with Andy Sachs, the fact that a name contains double consonants or not seems to be the biggest hurdle for users who misspelled and pronounce brands like Bottega Veneta and Dolce&Gabbana (by removing them), or added their. for Mulberry and Elie Saab. Tops the list of the most difficult Adidas names, which fixes an average of 556,000 spelling errors per month out of a total of 16 million searches worldwide. Having a German origin, the brand is pronounced with an accent on the first “a”. In second place is Chanel: 408,700 times it was spelled “Channel” or “Chanell” out of 3.2 million searches. Louis Vuitton and Christian Dior are fourth and eighth respectively in the misprint rankings, while Versace came in fifth with “Versache”, “Vercase” and “Versaci”.

The ranking also includes Swiss watch brands Tag Heuer, Calvin Klein and Cartier. The surname of Jimmy Choo, as well as Vivienne Westwood, Jacquemus and Alexander McQueen, also puzzled users. In Italy, the brand names that we tend to mispronounce are mainly Nike, which is pronounced “Naiki”, Porsche, in which we often omit the last “e”, and Pull & Bear, which is pronounced with an open “e”.

Tags: fashion, vogue, chanel, adidas