Valuation and strategy consultancy, Brand Finance, has named the sportwear giant as the world’s most valuable apparel brand.
Nike has retained its position as the world’s most valuable apparel brand after a +13% rise in brand value to US$32 billion. According to Brand Finance, its brand strength score of 92 and AAA+ rating “renders Nike the most powerful brand in the sector and third most powerful across all sectors”. The brand’s strength is said to be partially attributable to Nike’s ability to “continuously innovate and deliver products to a range of consumer demographics”. Nike is also praised for delivering powerful messages through its marketing campaigns, which “undoubtedly bolsters its brand value and strength”.
After Nike, H&M has been named as the second most valuable apparel brand worth US$19 billion (+24%), followed by Zara valued at US$14.4 billion after an impressive +43% growth. High-end leather goods label Marc Jacobs has been named as the fastest growing brand in the table, with its brand value growing +84%, partly attributed to its recent restructure, which involved folding its widely distributed “diffusion” collection Marc x Marc Jacobs into its main line to offer a wide range of products under a single unified brand in an attempt to move upmarket and fortify the brand name of each collection. If the restructure proves successful, the luxury apparel’s brand value will continue to rise, says Brand Finance. Chinese sports and footwear brand, Anta, is the second fastest growing brand in the table, with its value up +67% to US$2 billion. Still relatively unfamiliar to those outside of China, Anta is said to increasingly shift its focus overseas.
According to Brand Finance, brands are first evaluated to determine their power/strength based on factors such as marketing investment, familiarity, loyalty, staff satisfaction and corporate reputation. They are then given a corresponding letter grade up to AAA+. Brand strength is used to determine what proportion of a business’s revenue is contributed by the brand, which is projected into perpetuity to determine the brand’s value. The world’s most valuable apparel brands are ranked and included in the Brand Finance Apparel 50 2018.