Paris (AFP)
The leatherworker Louis Vuitton, flagship brand of the luxury giant LVMH, remains ahead of Chanel and Hermès in the 2020 ranking of the most powerful French brands established by the cabinet Kantar.
According to this annual list called BrandZ Top 50 France, the Louis Vuitton house remained at the top with a 15% increase in its brand value to $ 53.4 billion.
The firm Kantar and its owner, the British public relations giant WPP, attribute this progress to "experiential marketing initiatives such as immersive journeys for its customers or by creating LV TV with YouTube, an important driver of its success".
The luxury leather goods manufacturer widens the gap with Chanel, whose brand value stands at $ 43 billion. Hermès completes the podium, with a brand valued at $ 34.6 billion. Behind this trio of luxury, we find in order in the ranking the cosmetic giant L'Oréal and the telecommunications group Orange.
The list of honors gives pride of place to the luxury sector, with nine brands rising to this Top50 (Vuitton 1st, Chanel 2nd, Hermès 3rd, Cartier 12th, Dior 14th, Saint Laurent 18th, Givenchy26th, Céline 35th and Van Cleef & Arpels 46th) . Their cumulative value represents 151 billion dollars, or almost half of the total of this Top 50 (309.7 billion dollars, + 6% over one year).
The study authors stress the importance of international exposure in promoting French brands. This notoriety beyond the borders has earned them the lead of the most renowned brands abroad, ahead of those from Germany and Italy.
The 2020 ranking has two new entrants, the car rental group Europcar (38th) and the operator Bouygues Telecom (48th).
The study highlights the performance of Decathlon (22nd in the ranking, with $ 2 billion in brand valuation), considered to be "the most innovative brand in 2020, in particular for having bet on digital shopping (online and in-store) ) and for the importance it has given to experiences and interactivity. "
Sponsored by WPP and Kantar, this ranking combines financial data from companies that have been the subject of official publications and the opinions of more than 106,400 consumers from countries around the world, surveyed on the basis of representative samples of the countries' populations. concerned.
© 2020 AFP