LV Is The Most Valuable Luxury Brand In The World, Followed By CHANEL.

Although there are fierce competitors such as Gucci, Louis Vuitton still sits on the top of the world's first luxury brand.

In June 11th, the global brand valuation list BrandZ released the world top 100 brand ranking in 2019.

According to the list, four luxury brands were among the top 100, followed by twenty-second Louis Vuitton, thirty-first CHANEL, thirty-seventh bit Herm s and fifty-second Gucci.

BrandZ global brand value 100 list is the brand valuation report released by the world's largest communication service group WPP and research company Katy Huatong Ming and slightly. It is one of the most authoritative and largest brand valuation reports in the world.

The brand valuation study combines the interview results of about 3000000 global consumers with the financial and business performance analysis of various companies, and summarizes the brand valuation from the aspects of consumer impression and brand sales performance.

Under such an evaluation system, the brand valuation of Louis Vuitton in 2019 reached $47 billion 200 million, up 15% from the 2018 valuation of $41 billion 100 million.

Louis Vuitton "flying, sailing, traveling - Louis Vuitton" Exhibition

Interface fashion inquires the relevant reports data over the years. Since the establishment of the BrandZ global brand valuation 100 list in 2006, the valuation of Louis Vuitton has been leading the whole industry, and its valuation has always maintained a certain advantage compared with the second brands.

The highest ranking in history reached 19 in 2008, while CHANEL, Herm, s and Gucci ranked 85, 76 and 79 respectively.

BrandZ said in the correlation analysis, Louis Vuitton has been making great efforts to reform and update classic products, and develop new products and new products. It is an important reason for its brand value to stay ahead of the industry.

In recent years, Louis Vuitton is also full of ambition for digital marketing and the development of e-commerce channels.

This led to a rapid growth in its brand valuation after 2017, with a growth rate exceeding 15%.

Interface fashion, as mentioned in previous reports, only takes the Chinese market as an example. Louis Vuitton's official website in China has supported online sales of all kinds, including clothing, shoes, bags, watches, perfume and so on. It is also the first luxury brand to enter the social sharing platform Xiaohong book. On this platform, Louis Vuitton first used social networking and Emoji expression to change the other social platform's steady and dignified style.

Comparison of the four top 100 luxury brands in 2019

However, after comparing the calendar data of several brands, we found that since 2017, most luxury brands have experienced a rise in valuation growth -- excluding Louis Vuitton, Herm s, Gucci, including Dior, Saint Laurent, and so on.

Only CHANEL is an exception. Since 2018, CHANEL has never published the complete financial data, so the calculation of relative valuations is more or less limited, making it even fall out of the top 100 in a long time.

In 2018, when the data were first released, CHANEL's valuation increased dramatically to $37 billion, becoming the top second luxury brand of Louis Vuitton.

Comparison of four top 100 luxury brands in 2019

In fact, according to the BrandZ data, the total value of the luxury goods category has experienced an increase of 28% and 29% over the past two years, driven by several large brands.

A very important reason behind this is that although luxury goods are still only consumer goods belonging to a small group of people, but through the continuous voice of the social network, as well as launching more offline activities such as brand exhibitions and other direct exchanges with consumers, they are making the luxury brands become more famous and famous, and further attract young consumers to spend.

At the same time, the activity of luxury second-hand platform and rental platform is also narrowing the distance between ordinary consumers and luxury brands.

Gucci is one of the best examples. Under the leadership of creative director Alessandro Mechele, Gucci's product style has undergone tremendous changes.

Relying on this, Gucci has also adopted the offline means such as Gucci Garden and Gucci Bookstore, and exported Gucci's brand aesthetics by setting up social networking accounts such as Gucci Beauty.

Gucci Bookstore (Bookstore decorated Gucci retail concept store)

Gucci Garden (set up "garden" in restaurants, museums and retail space)

In the consumer descriptions cited in the BrandZ report, consumers will think that Gucci is a creative and distinctive brand.

There are 10 units of value over the same period last year that consumers want to wear Gucci on the street and be recognized by Gucci.

This proportion exceeds the average value of 12 units in the industry.

If we always insist on maintaining the image of "high above the top" brand, but choose to keep distance between new channels and new ways of publicity, then brand value can only go down inevitably.

The brand value of Prada and Cartier has gone down by more than 10% in the past year.