A few months after announcing the most valuable French brands in the world, Kantar and WPP institute have now released the BrandZ Retail TOP 75 ranking. This unique ranking combines the financial performance of retailers with a consumer opinion study conducted among millions of people worldwide.
Topping the list for this year is American e-commerce giant Amazon, with a brand value of $315.5 billion, accounting for 23% of the total value of the TOP 75. Following closely behind is Chinese company Alibaba, which experienced a remarkable 48% growth in value due to its various initiatives and exclusive partnerships in the Chinese market, including the successful Luxury Pavilion. Rounding out the top three is fast-food chain McDonald’s.
The retail industry as a whole has seen significant growth, with “pure retail” sectors such as supermarkets, e-commerce specialists, and department stores experiencing a 47% increase in value. The luxury sector has also witnessed a notable 42% increase compared to last year.
French fashion houses have played a significant role in this growth, with three of them, Louis Vuitton, Chanel, and Hermès, ranking in the top 10. Louis Vuitton maintained its sixth position with a brand value of $47.2 billion and a 33% increase in value. Gucci, ranking eleventh, saw a remarkable growth rate of 55% in brand value. Dior, at the 51st position, also experienced a favorable increase of 67%.
Experts from BrandZ Retail attribute the success of luxury houses to their coherent and relevant retail strategies. These brands have a unique ability to leverage their brand heritage to create compelling narratives in both online and offline environments, which are constantly evolving due to innovations in digital and social channels. They also focus on novel concepts such as pop-up stores, recruiting brand ambassadors, and adapting to new patterns of influence. Additionally, luxury brands are aligning their product offerings with the expectations of young consumers and are supported by visionary artistic directors like Virgil Abloh for Louis Vuitton and Alessandro Michele for Gucci. Furthermore, the emergence of new business models related to second-hand goods is prompting luxury brands to rethink their communication strategies and brand commitments.
Other luxury houses that were recognized in the BrandZ Retail TOP 75 include Rolex, Cartier, Burberry, Saint Laurent, Prada, Tiffany & Co, and Ralph Lauren.
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