LV Brand Value Surpassed Nike, Lululemon Grew Fastest, And The Store Opened Up Against The Epidemic.

WPP, the world's leading communications service group, recently announced its 2020 annual list of the 75 global retail brands in April 30th by Kantar Millward Brown, the company's market consultancy. The total value of the brands listed this year increased by 12% compared to the same period last year, reaching US $1 trillion and 500 billion. Amazon (Amazon) is the most valuable retail brand in the world.

Among the luxury brands, Louis Vuitton (Louis Weedon), the highest ranked brand, ranked fifth in the total list of 51 billion 777 million dollars, exceeding the brand value of $49 billion 962 million sporting goods giant Nike (Nike). In 2019, the brand value of Louis Vuitton was $47 billion 214 million, after a narrow margin of Nike ($47 billion 360 million).

The other 9 luxury brands listed in the list are: Chanel (Chanel), Herm s (Hermes), Gucci (Gucci), Rolex (Rolex), Cartier (Cartire), Dior (Dior), Saint Laurent (Yves Saint Laurent), Burberry (Bo Baili) and Prada (Prada).

Alibaba, Jingdong, suning.com and many other four Chinese retail brands are on the list. It is worth mentioning that clothing Lululemon (Lulu lemon) with 40% brand value growth rate ranks first in the annual retail brand value growth list.

There are four main categories: pure retail, luxury goods, clothing and fast food. In order to timely reflect the impact of the new crown epidemic on brand value, the stock price data in April 2020 were included in the ranking.

The main market trends summarized in the 2020 BrandZ retail brand value list are as follows (the number in brackets is BrandZ's brand value):

1) the stronger: the top ten brands in the list grew faster than the other top brands, with an average growth rate of 16.4%. The brand value of Amazon has been equivalent to 27% of the total value of the top 75 brands after a substantial increase. The strong performance of the other ten top brands represented by Alibaba also shows that strong brands are never satisfied with maintaining the status quo, and they can redefine the possibility.

2) the head brand continues to lead: Although fast food brands are growing very fast, McDonald 's McDonald's (third, US $129 billion 300 million) is still the most valuable fast food brand in the world. Louis Vuitton (Louis Weedon), which is widely co operated with artists and opened up new flagship stores in Seoul and other places, is the most valuable luxury brand. Nike Nike (sixth, US $50 billion) has made breakthroughs in e-commerce, commodity personalization and enterprise collaboration to promote its brand value and continue to lead the apparel industry.

General list

The ranking of the top 10 lists has not changed much compared with that of 2019. Amazon has won the first place in the brand value of $415 billion 900 million, luxury brand Louis Vuitton (Louis Weedon), Chanel (Chanel) and Herm s (Hermes) respectively ranked fifth, ninth, tenth, Louis Vuitton rose one, Chanel fell one.

　　 From the category of brands listed above, the distribution of the 75 top brands is as follows:

The number of brands in each category is 45: pure retail, 12 fast food, 10 luxury goods, and 8 garments.

The brand value of each category accounted for 63.9% of pure retail, 16.9% of fast food, 11.7% of luxury goods, and 7.5% of clothing.

Comparison of brand growth: pure retail sales increased by 20.4%, fast food fell 1.8%, luxury goods increased 3.2%, clothing increased 0.4%

　　 Luxury goods

The top five brands of luxury brand value are: Louis Vuitton (Louis Weedon), Chanel (Chanel), Herm s (Hermes), Gucci (Gucci) and Rolex (Rolex). Among them, the value of Louis Vuitton brand was US $51 billion 777 million, an increase of 10% over the same period, and the fastest growth. However, the brand value of Chanel and Rolex declined to varying degrees.

　　 Clothing category

The top five brands of clothing brand value are Nike (Nike), Zara (SA LA), Adidas (Adidas), Lululemon (Lulu lemon) and Uniqlo (UNIQLO). Lululemon (Lulu lemon) ranks first in the category with the growth rate of 40% brand value, and the brand value of fast fashion brand Zara (SA LA) and Uniqlo (UNIQLO) has declined.

　　 Brand value increase

Among the 10 fastest growing list of brand value, the only clothing brand Lululemon (Lulu lemon) ranked first in the growth rate of 40%, with a brand value of 9 billion 669 million dollars.

China's e-commerce brand Jingdong and Alibaba entered the fastest growth rate of the top ten, the brand growth rate is 24% and 16% respectively.

　　 When many retailers in North America and Europe had to close temporarily because of the new crown outbreak, Lululemon (Lulu Le Meng) and Balenciaga (Paris family) contractually set up or planned large new stores. Lululemon recently opened its largest store in Hongkong, China, and Balenciaga took over a boulevard in Bond Street, the highest commercial street in London.

Lululemon

Lululemon, a famous Canadian Yoga sportswear retailer, Lululemon (Lulu Le Meng) has opened a large shop with an area of about 529 square meters in Harbour City, Hongkong (Harbour City), which sells a variety of men's and women's fitness clothing from yoga to running.

In order to celebrate the opening of the store, Lululemon also launched a limited edition Swarovski Wunder Under pants. The underpants are decorated with SWAROVSKI crystal, priced at HK $6588.

This is the seventh store that Lululemon opened in Hongkong, and the largest one. In 2015, Lululemon opened its first store in Hongkong. As of February 2nd, Lululemon has 491 stores, 38 of which are located in China.

In the 2019 fiscal year ended February 2, 2020, Lululemon had a net revenue of $4 billion. Comparable sales increased by 17%, which increased by 9% compared to the same period in the same period, and increased by 10% over the same period. The net sales for direct consumer business increased by 35% over the same period last year.

Despite its strong performance in fiscal year 2019, Lululemon has been affected by the new crown epidemic, which has temporarily closed many stores around the world in the past two months. In February this year, Lululemon temporarily closed all retail outlets in mainland China. Since March 16th, it has closed stores in North America, Europe, Malaysia and New Zealand. It also closed the distribution center in Sumner, Washington.

Since the outbreak of the new crown outbreak, Lululemon has always relied on digital services. To further maintain the company's financial position, Lululemon's top management team agreed to cut wages by 20% in the coming months, and board members also gave up their cash appointment fees.

Balenciaga

Balenciaga, a luxury brand of Kai Yun group, will open a new store in Bond Street, the most high-end shopping street in London, to promote luxury consumption after the outbreak of the new crown.

Anonymous and people familiar with the matter say that Balenciaga has reached an agreement with shoe retailer Russell & Bromley Ltd. to take over a lease in a new store on New Bond Street. And Kai Yun group and City of London Corp., the owner of the building of the store, have reached another agreement that will take over the two floor of the office building so as to build the whole space into a flagship store.

One of the people familiar with the matter said that Balenciaga paid about 5 million pounds to take over the lease. Kai Yun group, City of London and Russell & Bromley declined to comment.

Prior to Balenciaga, Versace (Versace) and Brunello Cucinelli (Bunero Guchirali) also planned to open shops in the same lot on New Bond Street, near the famous Sotheby's auction house (Sotheby 's).

At present, the retail market of luxury goods is in a period of severe turbulence. The epidemic forced the world's top retailers to shut down many of their stores around the world and hit the source of luxury consumption, the international high-end tourism industry.

Britain has been blocked for 6 weeks, which could lead to the worst economic downturn in centuries. This week the British government will decide whether to extend the quarantine period. There are signs that schools and most stores in the UK will continue to close, but if scientists are sure that they can control the new crown virus, the government may reopen the business.

As the global tourism industry will not recover until the next year, the future of the physical store is still full of uncertainty.

Helen Brocklebank, chief executive of Walpole, a luxury retailer in Britain, predicts that this crisis will make high-end "experiential" stores more popular. She said retailers will continue to invest in flagship stores in key areas such as Bond Street and withdraw from less well-known areas.

Helen Brocklebank said luxury retailers are already planning how to reopen their businesses safely. They can neither destroy the shopping experience nor make the shopping process "callous" because of the reduction of interpersonal contact. For luxury department stores and large high-end retailers, "appointment" will become a key way to manage passenger flow.

The experience of luxury stores in China may be a reassurance. Hermes International (Hermes) chief executive revealed last month that sales have been growing at a two digit rate since the re opening of Hermes's stores in mainland China.