Nike topped the list of the most valuable apparel brand with a brand value of 29,717 million US Dollar in the 2015 BrandZ top 100 global ranking. It is followed by Zara at 22,036 million US Dollar and H&M at 13,087 million US Dollar. Tommy Hilfiger was tenth with a brand value of 2580 million US Dollar. The list has been compiled by Millward Brown, a leading global research agency specialising in advertising effectiveness, strategic communication, media and brand equity research.
Apparel category Brand Value flattened in the 2015 BrandZ top 100 Global ranking, following a 29 per cent rise a year ago when apparel led all categories in value increase.
The study found that competition got tougher and consumers got smarter. Well-informed by store visits and online research, consumers shopped across brand repertoires, mixing and matching wardrobe elements looking for the best value, which they often found at the fast-fashion leaders: Zara, H&M and Uniqlo. These brands refined the store experience to entertain and impress shoppers with product range and display, and to lengthen the duration of shopping trips.
However, the fast-fashion brands also felt the impact of global economic pressures and currency fluctuations. H&M, for example, sourced primarily in Asia where the dollar was strong, but priced much of its merchandise in the weakening euro.
