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H&M is Europe's most valuable retail brand

H&M is the most valuable retail brand inEuropeaccording to brand consultancy Interbrand, which valued it at €10.36 billion (£8.26bn).

The Swedish retailer topped the list of the 25 most valuable retailers unveiled at The Word Retail Congress inBarcelonatoday.

H&M beat the likes of Tesco, Marks & Spencer and even Zara to the top spot. Only four fashion specialists made Interbrand’s top 25 valuable retailer brands inEurope.

H&M, Zara, Mango and C&A were all on the list. Zara came sixth, C&A 15th and Mango 19th. Interbrand comes up with brand value by examining three factors. Firstly, forecasting current and future revenues that are specifically attributed to the brand, measuring how the brand influences customer demand at point of purchase and analysing the strength of the brand by benchmarking its ability to secure ongoing customer demand.

Jez Frampton, group chief executive of Interbrand, said: “When you look at the different businesses on the list, it shouldn’t be a surprise that a fashion retailer tops the sector because brand differentiation is key for the fashion customer in making the decision as to why you should choose one little black dress over another. If you look at retailers as a whole, the role of the brand in apparel often has a stronger function.”

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