The American sportswear giant nabbed the title for the seventh consecutive year, and ranked far ahead of the next highest valued brand, Gucci, followed by Louis Vuitton and Adidas, according to brand valuation consultancy Brand Finance’s Apparel 50 2021 ranking. The firm defines brand value as “the present value of earnings specifically related to brand reputation,” and assesses value based on attributes like brand perception and market share.
Although many of the top 10 ranked apparel brands have maintained their positioning in what was an overall dip in the value of apparel brands year-over-year, Fila is ranked the fastest growing brand, with a 68% increase in brand value to US$ 2.7 billion, the report found. After Fila’s reboot in 2018 – built largely on the success of its chunky, fashion-forward Disruptor sneaker – it has now turned its attention to performance wear.
Coach, the American leather goods brand under the Tapestry umbrella, recorded the biggest drop in brand value, falling 31% to US$ 4.7 billion compared to an overall 8% drop in the apparel sector overall. Coach’s most recent brand campaign – a 360-degree approach to celebrity ambassadors – is driving a turnaround effort that its parent company hopes will help continue higher e-commerce sales and growth in China.