French fashion house Louis Vuitton no 1 luxury brand: Kantar BrandZ

Zara is one of the brands that lead the way in the new Kantar Sustainability BrandZ Index, which shows sustainability already accounts for 3 per cent of brand equity and is expected to rise, Kantar, a data, insights and consulting company, said in a media release.

US-based apparel and sportswear brand Nike, which witnessed a 31 per cent increase in brand value from $83,709 million in 2021 to $109,601 million in 2022, ranked first in the Apparel category. American e-commerce marketplace Amazon that has a brand value of $281,695 million in 2022, ranked first in the Retail category.

The pandemic has further accelerated growth of e-commerce in the retail category, hence brands with stronger connections to consumers were able to sustain their growth online and beyond, Kantar said.

“'Strong brand affinity underpins a customer’s willingness to pay and has never been more important for organisations looking to offset spiking inflation,” explained Martin Guerrieria, head of Kantar BrandZ. “This year’s results show us the value of continued investment in brand and marketing capabilities, as a means of maximising business returns, irrespective of market conditions.”

Fibre2Fashion News Desk (KD)