Nike is the most valuable apparel brand

The COVID-19 outbreak was a tough one for retail in general, and the fashion industry in particular. The dire financial situation which many consumers were confronted with almost overnight resulted in a slump in demand for most products beyond everyday essentials. In addition, lockdowns forced retailers worldwide to close down their stationary stores for weeks or even months. Ultimately, this resulted in a complete standstill of all sales activity for those who had not yet established online sales channels.

Many were forced to build up online stores in no time, others had to immediately expand their online capacities to meet the surging demand. In the end, the year was not as disastrous as the first few months had suggested for many players in the retail business. This was thanks to flourishing e-commerce activities. Nonetheless have most apparel brands lost in brand value in the wake of the COVID-19. The Top 50 most valuable apparel brands lost 8% in value between 2020 and 2021. Currently amounting to a total of $276.4 billion.

Top 10 most valuable apparel brands

The Top 10 of the most valuable apparel brands in 2021 are the following:

1. Nike
2. Gucci
3. Louis Vuitton
4. Adidas
5. Chanel
6. Zara
7. Uniqlo
8. H&M
9. Cartier
10. Hermes

Nike remains the most valuable apparel brand

For the 7^th year in a row, Nike is the most valuable apparel brand in 2021 in the Brand Finance analysis. The sportswear brand has a current value of $30.4 billion. Even though Nike lost 13% in brand value compared to 2020, the sports apparel brand still has a comfortable lead over second-placed Gucci. Following a decline of 12% in brand value, Gucci is currently worth $15.6 billion. Almost all brands in the current Top 10 lost in brand value year-on-year. The only brand which recorded a small increase of 1% is 7^th-placed Uniqlo.

Although there are many luxury brands among the Top 10, who cannot compete with most e-commerce giants in terms of absolute e-commerce sales. This is also the reason why they are not among the top ranks in the ecommerceDB.com store rankings. Fast fashion players Zara and H&M also make the ranking of the ten most valuable apparel brands. They are not only big in terms of brand value, but H&M and Zara they are also among the world’s leading apparel brands in terms of absolute online sales and sales growth.

Not all brands recorded value declines

Not all of the Brand Finance apparel Top 50 in 2021 recorded value declines. Some grew substantially, with Fila registering the most impressive value growth. The sportswear brand grew by more than 68% in brand value between 2020 and 2021. Others cannot challenge this outstanding increase. However, they can still present a solid plus in brand value. All in all, the reported average value loss of 8% for the Top 50 apparel brands could supposedly have turned out a lot higher if it wasn’t for the elaborate e-commerce structures in the industry.