Top 50 Most Valuable Clothing Brands In 2019: Nike Topped Anta List

According to the brand valuation and the latest report released by strategy consulting firms Brand Finance, "Brand Finance Apparel 502019 (the most valuable 50 clothing brands in 2019)" shows that the sporting goods giant Nike has won the top spot with its brand value of $32 billion 400 million.

Nike brand value in 2018 was $28 billion, and brand value in 2019 increased by 15.7% over the same period last year, mainly benefiting from sales growth in China and EMEA (Europe, Middle East and Africa).

Nike's main competitor, the German sporting goods giant Adidas, increased its brand value by 16.6% over the same period last year, reaching US $16 billion 700 million, ranking third from last year to third, but the gap between the two is still large.

Last December, Nike announced financial data for the second quarter of fiscal year 2019: sales grew 10% to $9 billion 400 million over the same period last year, up 14% from the fixed exchange rate, exceeding the analyst's expected $9 billion 180 million.

Nike's marketing strategy has greatly promoted the growth of brand value.

Brand Finance said that every major marketing activity of Nike can become a topic of media coverage, highlighting its brand's great appeal.

When Nike announced its quarterly earnings in September last year, it announced that the publicity campaign to commemorate the launch of the "Just Do It" slogan 30th anniversary was launched by the former NFL player Colin Kaepernick, which directly promoted the increase of the company's website traffic and the record of consumer interaction.

The advertisement triggered a heated debate in the United States. The reason was that in 2016, Colin Kaepernick protested the shooting of the United States police and the other non armed black people in a way of kneeling on the ground before the start of the 49 San Francisco team competition.

Protesters who strongly disliked Kaepernick even burnt Nike sneakers and called for boycott of their products.

In addition, at the recent Oscar awards ceremony, Nike released the latest advertising short film "Dream Crazier" to cheer the inspiring female athletes.

Brand Finance general manager Richard Haigh said: "Nike bold marketing strategy to make it stand out in the competitive sports apparel brand market.

In the era of customers looking for experience and emotional connections, Nike products bring clear information and values, so that people can condense.

In the list, the brand value of fast fashion retailers such as Uniqlo (UNIQLO) and Zara also increased strongly during the year.

Zara brand value increased 5.6% in 2019 to 18 billion 400 million US dollars, thanks to the successful integration of its online and offline businesses.

Although Uniqlo ranked only seventh in the list, its brand value in 2019 was the fastest growing in the top ten, up 48.1% from the same period last year to $12 billion, mainly due to sales growth in the US and China, as well as cooperation with tennis superstar Roger Federer (Roger Federer).

H&M fell from last year's second place to the fourth place in the list. In 2019, the brand value dropped 16.3% to 15 billion 900 million US dollars, mainly due to the backlog and complaints on size problems.

Swiss luxury watch brand Rolex (Rolex) ranked tenth in the brand value of $8 billion 40 million, but Brand Finance scored 90 points (100 points) for its brand, the only one among the top ten brands that earned AAA+ evaluation.

This is determined by Brand Finance by examining the Rolex brand's marketing input, stakeholder equity and business performance.

Other luxury brands that enter the top ten list include Cartier (fifth bit) Louis Vuitton (sixth bit), Herm s (seventh bit) and Gucci (Ninth bit).

China's sports brand Anta (Anta) and jewellery brand Zhou Dafu entered the top 50 list again, ranking twenty-first and twenty-second respectively.

About Brand Finance

Brand Finance is a well-known British brand assessment agency founded by David Haigh in 1996.

Brand Finance uses the "Royalty Relief" to evaluate the brand value, assuming that a brand owned by a company that does not have the brand is required to pay a trademark fee to the third party.

The company owns the brand, which is actually saving the cost, which is also the brand value.

The calculation of Royalty Relief requires first estimating the future sales of the brand, then multiplying the applicable concession rate and rediscount to calculate the net present value of all future "royalty fees", that is, the value of the brand now.

Author: Yang Taosheng