The luxury fashion house Loewe has become the only Spanish survivor in the list of the 50 most valuable luxury brands in the world made by Brand Finance.The sector has not fought the impact of the health crisis.In fact, the luxury and premium segment brands analyzed by the consultant have lost more than 18 in 2021.000 million euros in brand value, which translates into 9% less than last year.
Loewe, belonging to the French group LVMH, has also noticed these consequences.In total, the Spanish brand value has suffered a drop of 9.7% and has lost 1.3 points in brand strength, which drives it to the 33rd position worldwide, one below with respect to 2020.Worse luck have run other great firms such as Versace, which falls 47%, Montblanc (-20%), Tom Ford (-16%), Miu Miu (-26%) or Fendi (-21%), which abandon the classification.
The German Porsche, on the other hand, remains in the first position of the table for the fourth consecutive year, with a value of 29.200 million euros.The French Gucci and Louis Vuitton are followed at the top, which maintain the second and third position respectively, and Chanel and Chartier, who exchange the fourth and fifth place.
Key to success
The consultant considers that Porsche's success is due to her effort to overcome the limits and redefine the future of the sports car.As part of its brand strategy for 2025, the automotive giant intends.The company got more than 20.000 units sold of this model last year, although it had to make a six -week pause in production due to the pandemic.This result implies that more than 10% of Porsche's current sales come from their EV models.
For the managing director of Brand Finance in Spain, Teresa de Lemus, the Covid crisis and the socialization restrictions affected the luxury sector, in which the experience of exclusive purchase that entails is irreplaceable by the digital world by the digital world."The forecasts are improved as we gain ground to the pandemic," he warns.
The brands of France, Italy and Germany contribute 75% of the ranking value.Spain, with only one representation, is limited to a brief contribution of 1% of the value.Even so, it remains among the only 10 countries that have the most valuable luxury and premium brands in the world (also Switzerland, the United States, Japan, China, United Kingdom and South Korea).
Master the textile
By sectors, clothing brands predominate in the ranking.30 of the 50 brands belong to the textile sector, which represents 62% of the list.However, most of these companies have also been affected by the pandemic and have registered brand value losses.
Coach records the greatest fall in this regard, with a decrease of 34.7% to 4.000 million.However, their expectations are better than expected thanks to the growth of three -digit electronic commerce and a strong rebound throughout the Chinese market.In addition, the firm has adopted a strategy of associations and collections backed by celebrities such as singer Jennifer López, who has collaborated as the global face of the brand.
On the other side of the currency is the French Celine, which, with an increase of 105.5% (1.300 million) and a jump of 13 positions, until 34, the premium and luxury brand that has grown this year in brand value has become most.According to Brand Finance, under the direction of Hedi Slimane the company has managed to infiltrate successfully in the flourishing Z generation of the entire Asian market and increase its popularity thanks to dressing K-Drama characters.
"Luxury brands have the challenge of generating an exclusivity experience on the online channel.In a postpandymia world in which it is booming to enjoy experiences of this life, luxury has great potential by being able to offer many more and properly combine online experience with the face -to -face, "says Lemus.
