Nike tops apparel list in BrandZ top 100 global ranking

28 May '15

4 min read

While the fast-fashion brands succeeded around style, value and rapid inventory rotation Tommy Hilfiger rose 29 per cent in Brand Value, the fastest riser in the BrandZ Apparel Top 10. The strength of the US dollar weakened Ralph Lauren’s international business and its share price declined. The brand’s US sales took a surprising dip in early 2015 because of aggressive discounting by competitors. Ralph Lauren implemented a restructuring plan to create a global brand management model as the company continued international growth, and it opened a flagship Polo store on Fifth Avenue. Several factors negatively affected the sales and the share price of Hugo Boss, including weakness in the luxury sector in some important European and Asian markets and a slowdown in Russian tourism.

The BrandZ Apparel Top 10 caught up with the Global Top 100 in differentiation during the past 10 years. That rise led to a big increase in Brand Value – 139 per cent for apparel compared to 126 per cent for the Top 100. Differentiation is one of the key drivers of brand success. An average brand scores 100.

The Apparel Top 10 appear to have successfully persuaded consumers that they offer fair value for money, with pricing that sometimes even justifies a premium. (SH)

Fibre2fashion News Desk – India

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