The most valuable clothing and sporting goods brands
Interbrand, the company surveying brand developments has just today issued the list of 2013 best valued brands. In the list of the Top 100 we find ten from the sectors clothing and sporting goods
We have taken a look in the list of the 100 most valued brands – it has to be stated that for the first time ever Coca Cola lost its first ranking to Apple and Google and is now “only” number three – and we find the following companies of particular interest to our readership:
- Rank 17 Louis Vuitton, value growth 6.0 %, total brand value USD 24893 million
- Rank 21 H&M Hennes & Mauritz, +10% or USD 18168 million
- Rank 24 Nike, + 13 % or USD 17085 million
- Rank 36 Zara (Inditex), + 14 % or USD 10821 million
- Rank 38 Gucci, + 7 % or USD 10151 million
- Rank 54 Hermès, + 23 % or USD 7616 million
- Rank 72 Prada, + 30 % or USD 5570 million (Top Riser on the list)
- Rank 77 Burberry, + 20 % or USD 5189 million
- Rank 88 Ralph Lauren, + 14 % or USD 4584 million
- Rank 100 GAP, + 5 % or USD 3920 million
In an analysis of clothing brands, Bertrand Chovet , Managing Director, Interbrand Paris (F) reflects on the strength of an apparel brand: “It shouldn’t be about keeping up with trends or even setting them. It’s about being responsive to changing needs – and crises, such as the Bangladesh disaster – and taking practical cues from the zeitgeist, and then incorporating those insights into every part of the bran’s journey to the point of sale, from materials and manufacturing to the retail channel and merchandising. That’s why today’s visionary apparel brand leaders are thinking about.
He continues with the creation of brand champions and states: Apparel brands are digital rock stars, but it’s a many-to-many conversation. Nike, Vans, Converse, adidas and Hollister have a huge presence on Instagram. On Facebook, Converse has almost 40 million fans, while Nike has 15 million and counting. But it is not enough to rack up fans, brands must engage with them, learn from them, and activate them. From digital divas (hyper connected young women with social moxie to spare) to hardcore sneaker heads, leading brands must engage influencers with exclusive offers and other rewards for helping drive sales.
His reflection on exploring brave new processes and materials, Chovet remarks: “Fast fashion will inevitably hit a bump in the road as commodity costs increase, populations grow, and resource scarcity becomes a reality. However, the textile industry is finding that resource intensive (and often polluting) processes and materials can be replaced with cleaner, more efficient ones. Nike and adidas are revolutionising water based processes like dyeing by eliminating the use of water entirely, a huge and commendable breakthrough.”
He is also very distinct in his comment on reinventing the shopping experience: “Online, great service and easy returns make all the difference. The in-store purchase decision, however, is as influenced by the environment as the garment itself. Pop-up shops and unexpected collaborations can keep things fresh, but think mobile integration or digital touch screens, too. Enhancing and connecting the in-store shopping experience to more engaging and efficient e-commerce are a pre-requisite to making great clothes. Consider how engaging and efficient e-commerce are a pre-requisite to making great clothes. Consider how Hointer, a small US denim boutique, puts mobile centre stage and utilises robotic technology to bring the purchase to the customer. Shoppers are craving more opportunities to touch, try, interact, and share. The word is changing swiftly and apparel brands must change with it, or risk ending up on the clearance rack!”
TextileFuture considers this analysis as a temporary status of the well being of the existing worldwide clothier league and with the noted changes, we feel sure that we will find a tremendous lot of new processes, materials and methods, including new sales and marketing tools.