2018 started a few months ago but there are already those who have very clear ideas on the trend of the fashion market. Brand Finance, a British consulting company that analyzes the power and value of thousands of fashion brands worldwide, has drawn up its annual ranking and has elected the 50 most powerful brands at the economic level; taking into account factors such as investments in marketing, ability to innovate and anticipate market trends and needs, development and growth of e-commerce and retail. To be precise, Brand Finance used a method called “Royalty Relief”. This approach includes an estimate of future sales attributable to the trademark and the calculation of the royalty rate that would be charged for the use of the trademark itself. The most important fact is that, once again, the highest seats are occupied by giants of fast fashion and sportswear: Nike, Zara, H&M. And fourth place went to adidas.
The swoosh reaffirms the most powerful logo in the reference market, with a growth of 13% and a value of no less than 28 billion dollars.
The second place wins the Swedish low cost fashion giant, H & M; its brand is worth almost 19 billion dollars, while in third place we find another very popular brand in all continents, Zara, with 17 billion. The ability to place new collections on the market within a few weeks, capturing the fashion trends of the moment, once again has rewarded. To note the great rebirth of Hermès that exceeds Louis Vuitton and Cartier. And the Italian brands? The famous Made in Italy? Sorry to note that only Gucci is placed in the top ten, more precisely in eighth place, while Prada is eighteenth, Giorgio Armani twentieth and Valentino even in the forty-first. Italy, on the whole, is still ranked second, after the United States but above France, in the ranking of the most present countries of origin.
If you are curious about all the other brands in the ranking, here is the table