最具價值和實(shí)力的服裝品牌報告

1、Brand Finance Apparel 50 April 2021 3Contents.About Brand FinanceGet in Touch B Brand Finance Group ForewordExecutive SummaryBrand Value & Brand Strength Analysis Brand Finance Apparel 50 (USD m) Sector Reputation Analysis Sportswear TitansMethodologyDefinitionsBrand Valuation Methodology Brand Stre

2、ngthBrand Equity Research DatabaseOur ServicesConsulting Services Brand Evaluation Services Communications Services Brand Finance Network44668101217182226282930313234353639 2021 All rights reserved. Brand Finance Plc.4 Brand Finance Apparel 50 April 2021Brand Finance Apparel 50 April 2021 About Bran

3、d Finance.Brand Finance is the worlds leading brand valuation consultancy.We bridge the gap between marketing and finance Brand Finance was set up in 1996 with the aim of bridging the gap between marketing and finance. For 25 years, we have helped companies and organisations of all types to connect

4、their brands to the bottom line.We quantify the financial value of brandsWe put 5,000 of the worlds biggest brands to the test every year. Ranking brands across all sectors and countries, we publish nearly 100 reports annually.We offer a unique combination of expertiseOur teams have experience acros

5、s a wide range of disciplines from marketing and market research, to brand strategy and visual identity, to tax and accounting.We pride ourselves on technical credibility Brand Finance is a chartered accountancy firm regulated by the Institute of Chartered Accountants in England andWales, and the fi

6、rst brand valuation consultancy to join theInternational Valuation Standards Council.Our experts helped craft the internationally recognised standards on Brand Valuation ISO 10668 and Brand Evaluation ISO 20671. Our methodology has been certified by global independent auditors Austrian Standards as

7、compliant with both, and received the official approval of the Marketing Accountability Standards Board.Get in Touch./company/brand-finance/brandfinance/brandfinance/brand.financegaining a better understanding of your position against competitors. Request your ownBrand Value ReportA Brand Value Repo

8、rt provides a complete breakdown of the assumptions, data sources, and calculations usedto arrive at your brands value.Each report includes expert recommendations for growing brand value to drive business performance and offers a cost-effective way toBenefitsContentsCompetitor BenchmarkingVisit /req

9、uest-a-valuationor email enquiriesbrandBrand Valuation SummaryBrand Strength TrackingCost of Capital AnalysisRoyalty RatesCustomer Research FindingsInsightStrategyBenchmarkingEducationCommunicationUnderstandinbenraqnudiriireesctobryr.acnodmir/eacptpoaryr.eclomFor business enquiries, please contact:

10、Richard HaighManaging Director+44 7725 314400rd.haighFor media enquiries, please contact: Florina Cormack-LoydSenior Communications Manager+44 020 7389 9444f.cormackloydFor all other enquiries, please contact:enquiries+44 207 389 9400For more information, please visit our website:6 Brand Finance App

11、arel 50 April 2021/apparelBrand Finance Apparel 50 April 2021 Global BrandEquity MonitorOriginal market research on 2,500 brands29 countries and 23 sectors coveredMore than 50,000 respondents surveyed annuallyWe are now in our 5th consecutive year conducting the studyVisit /consumer-researchor email

12、 enquiriesbrandenquiriesBBrandirectory is the worlds largest database of current and historical brand values, providing easy access to all Brand Finance rankings, reports, whitepapers, and consumer research published since 2007.+ Browse thousands of published brand values+ Track brand value, strengt

13、h, and rating acrosspublications and over time+ Use interactive charts to compare brand valuesacross countries, sectors, and global rankings+ Purchase and instantly unlock premium data, complete brand rankings, and researchVisit to find out more.Brand Finance Group.Brand Finance InstituteBrand Finan

14、ce Institute is the educational division of Brand Finance, whose purpose is to create and foster a professional environment for knowledge-sharing and networking among practitioners and experts in the market. BFI organises events, in-company training, andcorporate educational initiatives around the w

15、orld. In the quest for marketing excellence and with the purposeto equip the brand valuation and strategy practitioners with the necessary skills and tools, we have developed a wide range of programmes and certifications in collaboration with the most coveted business schools, universities and thoug

16、ht leaders in the field.Brand DialogueBrand Dialogue is a public relations agency developing communications strategies to create dialogue that drives brand value. Brand Dialogue has over 25 years of experience in delivering campaigns driven by research, measurement, and strategic thinking for a vari

17、ety of clients, with a strong background in geographic branding, including supporting nation brands and brands with a geographical indication (GI). Brand Dialogue manages communications activities across Brand Finance Groups companies and network.VI360VI360 is a brand identity management consultancy

18、 working for clients of all sizes on brand compliance, brand transition, and brand identity management. VI360 provide straightforward and practical brand management that results in tangible benefits for your business.David HaighCEO, Brand Finance8 Brand Finance Apparel 50 April 2021Brand Finance App

19、arel 50 April 2021 9Foreword.25 years ago, on 1st April 1996, I launched Brand Finance to Bridge the Gap Between Marketing and Finance. I thought that the gap between the silos would progressively disappear as finance people learned the importance of marketing for driving growth and marketing people

20、 learned the need for financial accountability.Progress has been made but the gap is still there and we are now working hard through our publications, rankings, forums and the Brand Finance Institute training programmes to narrow the gap.Over the last 25 years we have lived through four major recess

21、ions: 2001, when the dotcom bubble burst; 2009, when the Great Financial Crash washed over us; 2013, when the Euro caused a meltdown in Europe and in 2020, when the Covid Pandemic brought the world to a halt.Brand Finance has been through many ups and downs but we have survived because we have alway

22、s tried to lead our growing niche market. We claim to be the Worlds Leading Brand Valuation Firm. Over the last 25 years we have innovatedcontinuously in our market place and we have transparently shared our innovations, knowledge and techniques to help grow the market, most obviously via ISO global

23、 standards on Brand Valuation and Brand Evaluation.Throughout the last 25 years we have always invested heavily in training and professionalising our staff, in research to bring greater insight to our work and in high profile marketing and communications. We practice what we preach to clients.There

24、has never been greater recognition of brands as assets and the need to manage them for value. We are poised for significant growth as CEOs and Boards wake up to the need to manage brands better.I started Brand Finance in the spare bedroom in Teddington. We now operate from the Brand Exchange buildin

25、g in the heart of the City of London and in 25 cities worldwide.Over the last 25 years, many famous brands have disappeared or declined. Many new brands have emerged. Sectors have risen and fallen. Oil and gas brands are in decline while data- and technology-driven brands are booming. America and Eu

26、rope are losing out to China and Asia.But while there may be volatility, brands have never been more important for Nations, Companies, Products and Services. With a nudge from Brand Finance even Football teams and the Monarchy now recognise that they have valuable brands.I hope the next 25 years wil

27、l be as interesting and fun as the last. I would like to thank all the clients, staff and partners who have helped Brand Finance over the last 25 years.Nike Does it Again Claiming Title of Worlds Most Valuable Apparel Brand for 7thConsecutive Year.+ Total value of worlds top 50 most valuable apparel

28、 brands has declined by 8% as sector negotiates fallout from COVID-19 pandemic+ Nike named worlds most valuable apparel brand for 7th consecutive year, brand value down 13% to US$30.4 billion+ Footwear brands stamp authority and is only apparel sub sector to record brand value growth this year, up 9

29、% on average+ Ones to watch: Fila and Bosideng+ Coach is sectors fastest falling brand, brand value down 31%+ Rolex is worlds strongest apparel brand, BrandStrength Index (BSI) score 89.6 out of 100Executive Summary.12 Brand Finance Apparel 50 April 2021Brand Finance Apparel 50 April 2021 13/The tot

30、al value of the worlds top 50 most valuable apparel brands has declined by 8%, decreasing from US$301.9 billion in 2020 to US$276.4 billion in 2021. All brand values have a valuation date of 1st January 2021.Nike does it againNike has retained the title of the worlds most apparel brand for the 7th c

31、onsecutive year, despite recording a 13% brand value drop to US$30.4 billion. The brandstill maintains a considerable lead over second-ranked Gucci, with a brand value of US$15.6 billion, down 12% from 2020.Nikes sales took a hit last year as the brand was forced to shut the majority of its stores a

32、cross North America, EMEA and, Asia Pacific due to the pandemic. The brand saw an impressive uptick in online sales, however, which almost doubled in Europe, the Middle East and Africa.Nike a brand eminent in innovation has continued to make leaps and bounds with new technology in its products, most

33、 significantly the controversial NikeVaporflys, a shoe that has dominated the international athletics arena in recent years, with athletes wearing them claiming 31 of the 36 podium positions in the six world marathon majors in 2019. With the shoe surviving a ban for the now-postponed Tokyo Olympics,

34、 Nike can once again showcase itself as a brand that has helped to change the face of world athletics and sport.2020 was undoubtedly 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 di

35、gitalise quickly or face dire consequences to sales and profits. Despite the total brand value of the worlds 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 ste

36、ad in the coming year.Richard HaighManaging Director, Brand FinanceTop 10 Most Valuable Brands12021: $30,443m2020: $34,792m-12.5%2021: $15,599m2020: $17,630m-11.5%2021: $14,858m2020: $16,479m-9.8%2021: $14,342m2020: $16,481m-13.0%2021: $13,240m2020: $13,705m-3.4%2021: $13,156m2020: $14,582m-9.8%2021

37、: $13,071m2020: $12,878m+1.5%82021: $12,368m2020: $13,860m-10.8%2021: $12,087m2020: $15,015m-19.5% 102021: $11,656m2020: $11,909m-2.1%0 12 0 23 2 45 2 87 2 91 70 10 Brand Finance Plc 2021 6 0 6 4 1 3 9 1 5 Brand Value &Brand Strength Analysis.Brand Value & Brand Strength Analysis.Brand Value Change

38、2020-2021 (%)68.4%-30.7%25.9%-25.7%13.9%-21.8%12.9%-21.5%12.9%-21.4%11.4%-19.7%11.0%-19.5%6.9%-18.2%1.5%-15.6%1.0%-15.5%Ones to watchFila is the fastest growing brand in this years Brand Finance Apparel 50 ranking following an impressive 68% brand value increase to US$2.7 billion. The brand, which o

39、perates in 70 countries through licensing deals, celebrated strong sales growth towards the end of last year, particularly within the Chinese market. Since Fila Korea purchased the global Fila brand in 2007, the brand has worked on strategically embracing the return of trends which helped it make it

40、s name across the sector originally, including 90s fashion making several comebacks.14 Brand Finance Apparel 50 April 2021Brand Finance Apparel 50 April 2021 15/New entrants Timberland and Bosideng are the second and third fastest growing brands, up 47% and 39% respectively. Chinas Bosideng has ente

41、red the ranking in 50th position, with a brand value of US$1.5 billion. Bosideng announced a new clothing line launched with Jean Paul Gaultier, the former creative director of French luxury fashion house Herms (down 2% to US$11.7 billion), which is being sold in stores and online on Chinese e-comme

42、rce giant Tmalls platform.Footwear brands stamp authority and record growthThe apparel ranking is divided into sub sectors: luxury; sportswear; fast fashion; watches, accessories & jewellery; high street designer; underwear; and footwear. Of these sub sectors footwear is the only one to record an in

43、crease in brand value year-on-year, posting a9% increase in brand value on average. New entrants Timberland and Converse have performed particularly well this year, recording a 47% and 8% brand value increase, respectively. Nike-owned Converse saw a modest uplift in sales last year, due to an increa

44、se in demand in Europe, as well has higher global digital sales.In contrast, underwear brands have suffered the most significantly this year, with the two brands featured in the ranking losing an average of 19% of brand value. VictoriasBrand Value by CountryCountryBrand Value (USD bn)% of totalNumbe

45、r of BrandsUnited States76.327.6%16France64.423.3%7Italy32.311.7%7Germany19.97.2%3Spain14.75.3%2Switzerland13.85.0%3Other55.019.9%12Total276.4100.0%150 Brand Finance Plc 2021Brand Value & Brand Strength Analysis.Brand Value & Brand Strength Analysis.Secret (brand value down 22% to US$4.2 billion) is

46、 the third fastest falling brand in the ranking. The brand has been facing continued backlash for the lack of diversity in its marketing and in model line-up, an issue that has only been exacerbated as Gen Z consumers, in particular, are redefining the social norms around body image.The other sub se

47、ctors also fare less favourably this year, all recording drops in average total brand value: luxury (down 10%); sportswear (down 7%); fast fashion (down 7%); watches, accessories & jewellery (down 4%); high street designer (down 13%).Coach screeches to a haltIn contrast, Coach has recorded the bigge

48、st drop in brand value this year, falling 31% to US$4.7 billion. In line with sector trends, Coachs sales and profits have taken a hit over the previous year. Coachs parent company, Tapestry, has however cited that forecasts across its brands are looking more positive than anticipated thanks to trip

49、le digit e-commerce growth and a strong rebound across the Chinese market.Coach has continued to embrace its strategy of celebrity-endorsed partnerships and collections, the latest of which, saw the appointment of superstar Jennifer Lopez as the global face of the brand.% ChangeSegmented Brand Value

50、 Change 2021 vs 2020 (USD)Types ofTotal BrandTotal BrandApparelValue 2021 (USDbn)Value 2020 (USDbn)Luxury99.8110.5-9.7%Sportswear68.273.3-6.9%Fast Fashion44.047.2-6.7%Watches, Accessories & Jewellery35.436.9-3.9%High street designer13.916.1-13.3%Underwear6.27.7-19.3%Footwear5.04.68.7%16 Brand Financ

51、e Apparel 50 April 2021Brand Finance Apparel 50 April 2021 17/Brand Finance Apparel 50 (USD m).Top 50 most valuable apparel brandsTop 5 Strongest Brands12021: 89.62020: 89.8AAA+ AAA+-0.20 12021: 87.4AAA2020: 85.4AAA+2.02 2 62021: 87.1AAA2020: 89.6AAA+-2.53 1 242021: 87.1AAA2020: 87.7AAA1 3 2021: 85.

52、8AAA2020: 85.7AAA+0.1 -0.6 5 0 5 Brand Finance Plc 2021Rolex: Timeless classIn addition to measuring overall brand value, Brand Finance also evaluates the relative strength of brands, based on factors such as marketing investment, customer familiarity, staff satisfaction, and corporate reputation. A

53、longside revenue forecasts, brand strength is a crucial driver of brand value. According to these criteria, Rolex (up 1% to US$7.9 billion) is once again the strongest apparel brand in the world, witha Brand Strength Index (BSI) score of 89.6 out of 100 and a corresponding elite AAA+ brand strength

54、rating.Synonymous with timeless class and luxury, Rolex is renowned for its world-leading quality and exclusivity, with the brands new releases known for setting the standard across the watch sector. Despite the challenges of the last year, the market for luxury watches has shown remarkable resilien

55、ce to the pandemic turmoil, with demand remaining stable, demonstrated by Rolexs website traffic experiencing a surge over the previous year.2021Brand20202021202020212020BrandValueBrandBrandBrandRankRankBrandCountryValueChangeValueRatingRating110NikeUnited States$30,443-12.5%$34,792AAAAAA220GUCCIIta

56、ly$15,599-11.5%$17,630AAAAAA+342Louis VuittonFrance$14,858-9.8%$16,479AAA-AAA431AdidasGermany$14,342-13.0%$16,481AAA-AAA582ChanelFrance$13,240-3.4%$13,705AA+AA+660ZARASpain$13,156-9.8%$14,582AA+AA+792UNIQLOJapan$13,071+1.5%$12,878AA+AA+871H&MSweden$12,368-10.8%$13,860AA+AA+951CartierFrance$12,087-19

57、.5%$15,015AAA-AAA-10100HermsFrance$11,656-2.1%$11,909AAAAAA11110RolexSwitzerland12120DiorFrance13142Tiffany & Co.United States14152Chow Tai FookChina15131COACHUnited States16222The North FaceUnited States17182AntaChina18161Victorias SecretUnited States19242OmegaSwitzerland20292PumaGermany21171Burber

58、ryUnited Kingdom22191Ralph LaurenUnited States23211Ray-BanItaly24231LevisUnited States25312LululemonCanada26201PradaItaly27261BulgariItaly28271Old NavyUnited States29251Under ArmourUnited States30281MonclerItaly31301Michael KorsUnited States32320Yves Saint LaurentFrance33502FilaSouth Korea34340NEXTU

59、nited Kingdom35331Primark / PenneysIreland36351Tommy HilfigerUnited States37442PandoraDenmark38361Calvin KleinUnited States39432ArmaniItaly40400GivenchyFrance41472Lao Feng XiangChina42371SkechersUnited States43391TAG HeuerSwitzerland44411New BalanceUnited States45-3ValentinoItaly46381Hugo BossGerman

60、y47-3ConverseUnited States48-3TimberlandUnited States49-3LoeweSpain50-3BosidengChina18 Brand Finance Apparel 50 April 2021Brand Finance Apparel 50 April 2021 19/Benchmarking against the very bestBrand Finances brand evaluations are designed to facilitate broader comparisons with brands across market