Humanization of Technology Drives $339 Billion Brand Value Growth in Second BrandZ Top 75 Most Valuable Global Retail Brands Ranking - Seite 3

2

4

The Home Depot

53.5

Retail

5

5

Nike

47.4

Apparel

7

6

Louis Vuitton

47.2

Luxury

6

7

Starbucks

45.9

Fast Food

4

8

Chanel[1]

37.0

Luxury

N/A

9

Walmart

36.8

Retail

8

10

Hermès

31.0

Luxury

9

Key trends highlighted in this year's BrandZ Retail ranking include:

• McDonald's continues to dominate fast-food - Despite slipping into third place in the retail ranking this year, having been overtaken by Alibaba, this global foodservice retailer is still the most valuable fast food brand in the world. It has successfully tapped into the growing demand for healthier food and packaging that's better for the planet. Improving its delivery business, which includes a partnership Uber Eats, also helped the latter grow by +18% with a brand value of $130.4 billion.
• Athleisure trend gives Lululemon fastest riser boost while Nike retains top spot in Apparel – Innovative new fabrics and designs that double as sports and leisurewear has boosted Lululemon by +94%. It is now no.35 in the ranking with a brand value of $6.9 billion. Nike is the most valuable apparel brand (no.5 in the retail ranking) worth $47.4 billion while Adidas (no.20) also grew +13% to $13.4 billion.
• Levi's enters the ranking – The legendary denim brand enters the retail ranking ahead of its IPO this year. After years of women choosing yoga pants over denim, Levi's refocused positioning with women in the last few years which has led to strong growth in new markets including Italy and China. Levi's brand value is $2.4 billion and enters at no.74.
• Democratisation of luxury fashion results in the second fastest growth category – Luxury brands are becoming more relatable and responsible. Over the past five years, the 10 most valuable have improved their perceived social and environmental responsibility and idealism while strengthening their online experience.  New business models for resale or rental of luxury items are adding an interesting touch of competition to the sector for the traditional heritage luxury brands.  However, some of the main players have achieved substantial growth.  Gucci (no. 11) for example has undergone a radical creative makeover, driven by a new Creative Director, boosting creativity and desire for the brand, particularly amongst Chinese millennials.
• Brand equity is still important to retailers focusing on price – Amazon, IKEA (no.15) and ALDI (no.19) all continue to grow their brand values in 2019 with their low-price propositions through building a strong brand and offering a great experience. Other retail brands – such as Adidas, Hermès and Lowe's justify their price premium with strong equity and continue to grow their brand value.
• Consumer consciousness about the environmental cost of fast fashion impacts retailers – Zara (-10% to $22.6 billion) and H&M (-39% to $6.4 billion) were impacted by rising concern about the cost of producing, transporting and selling disposable products.
• Specialist retail brands join the ranking – Among the nine new entrants to this year's ranking were some remarkably highly differentiated and purposeful brands including outdoor sports brand The North Face (no.66) and Indian jeweller Tanishq (no.72).

Ian McGarrigle, Chairman of the World Retail Congress, said: "In today's era of high velocity retail, shoppers don't care about channels, they care about connections, choice, convenience and speed of delivery. In a world where 'good' is no longer enough and being 'average' is punished hard, retailers are recognising that change it needed. The shopping experience is a key differentiator for brands and retailers whether they have a premium or low price-based offer. The BrandZ Retail ranking and report shine a light on the retailers that are excelling, offering consumers products that truly matter, and those that are at risk."