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Nike, Louis Vuitton and Tesco top brand charts

Brands and retailers including Nike, Louis Vuitton and Tesco have topped the charts of the world’s most valuable brands, according to research commissioned by communications agency WPP.

The fifth annual Millward Brown Optimor BrandZ Top 100 Most Valuable Global Brands report has ranked apparel, luxury and retail firms’ brand values.

The full report is available here.

Apparel

The apparel category experienced a 4% fall-off in brand value over the year.

During the year, the youth shopper spent less in the downturn, with brands such as Esprit dropping 28% in brand value.

Sports brand Nike topped the chart, increasing in brand value by 5% to US12.6m, followed by H&M and Zara.

The report said: “The apparel brands which performed well last year seemed to cross age demographics and offer a unique point of view or a clear value proposition.”

Next rose 54% in brand value, reflecting its shorter lead times and faster-fashion strategy.

Levi’s benefitted from the consumer’s preference for brand names they can trust.

Going forwards the report said that customers will focus on getting product at a good price rather than logos and continue to mix mass and luxury goods.

RankBrandValueChange
1Nike12,5975%
2H&M12,1311%
3Zara8,9864%
4Esprit4,745-28%
5Adidas3,263-34%
6Ralph Lauren2,857-6%
7Next2,56954%
8Puma1,747-8%
9Gap1,7472%
10Levi’s9203%

Retail

The retail sector’s brand value was down 1%, a robust performance in the recession. The advance of technology drove purchases and online shopping growth was strong.

The fashion retailers with the top brand values were grocer Tesco, US giant Target and Marks & Spencer.

Going forwards, the report said it expected shoppers to increase their use of multichannel shopping and respond to good customer experience.

 

RankBrandValueChange
1Walmart39,421-4%
2Amazon27,45929%
3Tesco27,45912%
4Carrefour14,9800%
5Target12,148-1%
6eBay9,328-28%
7Home Depot8,971-3%
8Aldi8,7471%
9Auchan7,848N/a
10Lowe’s7,00810%
11Best Buy5,80718%
12Ikea5,710-15%
13Marks & Spencer5,699-5%
14Asda4,922-9%
15Kohl’s4,37112%
16Lidl4,102-1%
17Costco3,875-26%
18Sam’s Club3,255-7%
19Safeway3,255-8%
20Sainsbury’s2,728-4%

Luxury

Luxury brands which emphasised heritage and enhanced exclusivity, such as Hermes, benefitted in the year.

Louis Vuitton retained its crown as the most valuable luxury brand with a brand value of US19.8m, a 2% increase on last year, followed by Hermes and Gucci.

Many luxury brands were buoyed by sales in Asia, particularly China.

In the coming 12 to 18 months luxury brands are expected to benefit from a customer looking for investment pieces and craftsmanship and heritage.

 

RankBrandValueChange
1Louis Vuitton19,7812%
2Hermès8,4578%
3Gucci7,5882%
4Chanel5,547-11%
5Hennessy5,368-1%
6Rolex5,268-1%
7Moët & Chandon4,279-12%
8Cartier3,964-19%
9Fendi3,199-8%
10Tiffany & Co.2,3836%

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