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Louis Vuitton takes the title of most valued French brand and Dior the strongest : LVMH, their parent company, achieves a nice double in the latest Brand Finance France 150 rankings.
For the first time, Louis Vuitton has been named the most valuable French brand. It has moved up three places (+59.7% vs 2021) in the 2022 ranking with a brand value of 20.20 billion euros. “In 2020, the health crisis had particularly affected the clothing and luxury category and the Louis Vuitton brand had lost 15% in value within the Brand Finance France 150 ranking”, recalls Brand Finance France.
But the resilience of the LVMH group’s flagship brand was quick and strong. “Louis Vuitton has emerged stronger from the pandemic,” notes Bertrand Chovet, Managing Director of Brand Finance France. This is the result of a combination of excellence in creativity and execution in all markets. In the context of past and present uncertainty, brand assets will be a strong competitive factor and will limit the risks to the business.
Louis Vuitton was also awarded second place for “Strongest Brand”. Rated AAA, with a score of 87.7 out of 100, the trunk maker follows Dior (88.4). Dior came in at the top of the podium, with an increase of 9.4 points even though it is “only” fifteenth in terms of valuation. Brand Finances’ calculation of brand strength is based on three criteria: investment (product, promotion, price, place – or distribution); image perceived by consumers, company employees and stakeholders; and revenue and margin performance.
“The Christian Dior brand is experiencing exceptional growth, the result of the transformation undertaken in recent years and which is continuing, in particular, by enriching and balancing the product ranges in fashion, leather goods and jewellery,” emphasises Brand Finance France.
As for Louis Vuitton, the brand has continued to “improve the customer experience by inspiring its communities and extending its network of shops beyond the capital cities, such as in Pittsburgh, Xi’an and more recently in Lille (l’Huîtrière), in order to get closer to its customers. The growth in sales, particularly in the United States, illustrates the power of the brand’s influence and relevance in the fashion and luxury sectors.”
Overall, as in 2021, apparel (including fashion and luxury) is the largest contributor to the Brand Finance France 150, with 18% of brands ranked in 2022. The category is up 26% after a 12% decline in 2021, “mainly due to the impact of the pandemic”.
In the ranking of the most valuable brands, Chanel is in fourth place, at 13.2 billion euros, behind Orange and Axa. In sixth and eighth place are Hermès, with a valuation of 11.6 billion euros, and Cartier (10.7 billion euros).
In the ranking of the strongest brands, behind Dior and Louis Vuitton, No. 1 and 2, we find Lancôme in sixth place, with a score of 85.2/100 and Saint Laurent in ninth place (83.9/100), thanks to an increase of +3.6 points.
Read also > LOUIS VUITTON TRANSFORMS A FAMOUS LILLE RESTAURANT INTO A BOUTIQUE
Featured photos : © Louis Vuitton[/vc_column_text][/vc_column][/vc_row][vc_row njt-role=”not-logged-in”][vc_column][vc_column_text]
Louis Vuitton takes the title of most valued French brand and Dior the strongest : LVMH, their parent company, achieves a nice double in the latest Brand Finance France 150 rankings.
For the first time, Louis Vuitton has been named the most valuable French brand. It has moved up three places (+59.7% vs 2021) in the 2022 ranking with a brand value of 20.20 billion euros. “In 2020, the health crisis had particularly affected the clothing and luxury category and the Louis Vuitton brand had lost 15% in value within the Brand Finance France 150 ranking”, recalls Brand Finance France.
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Louis Vuitton takes the title of most valued French brand and Dior the strongest : LVMH, their parent company, achieves a nice double in the latest Brand Finance France 150 rankings.
For the first time, Louis Vuitton has been named the most valuable French brand. It has moved up three places (+59.7% vs 2021) in the 2022 ranking with a brand value of 20.20 billion euros. “In 2020, the health crisis had particularly affected the clothing and luxury category and the Louis Vuitton brand had lost 15% in value within the Brand Finance France 150 ranking”, recalls Brand Finance France.
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