The athletic apparel and footwear giant retained the title of the world’s most valuable apparel brand for the seventh consecutive year in Brand Finance’s annual ranking of the 50 most valuable apparel brands. Nike kept its top position despite recording a 13% drop in brand value to $30.4 billion as its sales took a hit due to the pandemic.
In addition, Nike still maintains a considerable lead over second-ranked Gucci, whose brand value fell 12% in 2020, to $15.6 billion. Rounding out the top 10 were Louis Vuitton ($14.85 billion); Adidas ($14.34 billion); Chanel ($13.24); Zara ($13.15); Uniqlo ($13.07 billion); H&M ($12.36 billion); Cartier ($12.08 billion); and Hermes ($11.65 billion).
Other highlights from the Brand Finance Apparel 50 2021 report are below.
•The fastest-growing brand is Fila, with a 68% increase in brand value to $2.7 billion. Timberland and China’s Bosideng ranked as the second and third fastest-growing brands, up 47% and 39% respectively.
•Coach had the biggest drop in brand value, falling 31% to $4.7 billion.
• Total value of the world’s top 50 most valuable apparel brands declined by 8%, decreasing from $301.9 billion in 2020 to $276.4 billion in 2021, according to th
The study noted that 2020 was a tough year for the apparel sector.
“Global and widespread economic disruption caused a sharp decrease in demand and lockdown-induced store closures forced brands to digitalise quickly or face dire consequences to sales and profits,” said Richard Haigh, managing director, Brand Finance. "Despite the total brand value of the world’s top 50 most valuable apparel brands declining 8% year-on-year, on the whole we have witnessed remarkable agility and innovation across the sector, which will no doubt stand brands in good stead in the coming year.”
Brand Finance measures brand value as a brand’s earnings related to its reputation, through a method that includes reviewing royalty agreements, estimating “brand strength” with figures like market share as well as other market research, and looking at revenues as a proportion of the parent company.For more on the Brand Finance rankings, click here.