During the pandemic, brand values have experienced a remarkable surge, with popular brands like Nike, ASOS, Uniqlo, and Louis Vuitton all witnessing significant growth. According to Kantar’s BrandZ Most Valuable Global Brands 2021 report, ASOS has achieved a remarkable feat by becoming one of the world’s most valuable apparel brands, with a value of $2.8 billion. This noteworthy accomplishment is particularly significant for ASOS, as it is the lone UK brand in the top 10 and marks its first appearance in the ranking.

In addition to ASOS, other luxury brands have also seen an increase in their brand value over the past year. Despite the challenges faced by the fashion industry due to the pandemic, European luxury brands have demonstrated their ability to invest in their brands and maintain a strong presence in the minds of consumers.

The report delves into an analysis of the financial performance of brands and encompasses extensive research on brand equity. The apparel index, which excludes luxury brands, reveals that the apparel category had a successful year, surpassing other non-fashion sectors. The category experienced a 53% growth in value, second only to consumer technology. This growth can be attributed to changing consumer habits during lockdown, where there was a greater emphasis on athleisure wear and loungewear brands like Lululemon, Nike, Puma, and Adidas. Uniqlo, known for its focus on basic wear and ethical reputation, emerged as the fastest-growing apparel brand.

Nike reigned as the number one apparel brand, boasting a brand value of $83.7 billion, marking a 68% increase from the previous year. Adidas closely followed with a value of $22.3 billion and a 51% rise. Zara, Lululemon, and Uniqlo completed the top five apparel brands.

Differentiation played a pivotal role in driving growth, especially for athleisure brands. The top three athleisure brands held an average Difference Index score of 130, compared to 111 for the top three global fashion brands. On the other hand, salience proved to be a growth driver for fashion brands, with an average index of 137.

ASOS and China’s ANTA entered the list of top apparel brands due to their success in their respective markets. ASOS’s strong digital offerings and rebellious personality set it apart from its competitors, while ANTA capitalized on health and wellness trends.

In the luxury category, European brands dominated the rankings and experienced a 34% increase in value. Despite travel restrictions impacting sales, luxury brands dedicated themselves to enhancing their reputation and supporting social movements such as Black Lives Matter. Louis Vuitton secured its top spot as the most valuable luxury brand with a 46% year-on-year growth. The brand’s robust consumer relationships, innovation, and expanding e-commerce and social presence contributed to its continued success. Other prominent luxury brands included Chanel, Hermès, Gucci, and Rolex.

Overall, although the pandemic has posed challenges for the fashion industry, those brands that invested in their reputation and adapted to changing consumer habits have witnessed remarkable growth in brand value. The triumph of brands like Nike, ASOS, Uniqlo, and Louis Vuitton showcases the resilience of the fashion industry and underscores the crucial role that brand values play in driving success.

Useful links:
BrandZ website
Nike’s Revenue Growth – Forbes