Nike, H&M and Zara top most valuable apparel brand list

Europe has largely dominated the global rankings for apparel brand value, as reported by Brand Finance for 2018. The latest listing, which covers fast-fashion, sportswear and luxury, was topped by US sports brand Nike, followed by giants H&M and Zara and Adidas, as well as France's Hermès, Louis Vuitton and Cartier, and luxury's Gucci and Rolex. 


Brand Finance 2018

Hermès, which pipped Louis Vuitton, Cartier and Gucci in the ranks, was specially mentioned by researcher Brand Finance.

"While each of these four luxury brands grew in value, Hermès has taken a leadership role as a consequence of its brand focus on product and independence. In doing so, Hermès has developed a brand perception that is impossibly exclusive but still widely available, and thus capable of achieving strong revenue growth."


The country categories represented in the ranking. The US leads, while Europe was the most featured continent - Brand Finance 2018

Several brands made their most valuable brand debut, such as Moncler (35), Tag Heuer (43), Reebok (45), Stradivarius (47) and Pull & Bear (48). Big brand falls were also apparent this year, as seen with Michael Kors, which went down from 17th to 26th place; Gap, which fell ten spots to 37th place; Asics, which was previously 36th and now sits in the 49th spot, and Converse, falling from 40th to 50th in the ranks this year.


The evolution of brand value for this year's top five brands - Brand Finance 2018

However, Brand Finance chose to highlight the slow down of Under Armour, which fell from 12th to 19th spot in brand value.

"After a stellar 2016 performance, Under Armour (down 36% to US$3.8 billion) is falling back to earth on significantly reduced expectations, recording largest brand value drop in the league table," said the research firm.

"The brand, which had grown remarkably in previous years on the back of its high-tech sports clothing, failed to spread into basketball shoes and other product verticals."

Translated by Benjamin Fitzgerald

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