Saturday, December 5, 2020
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Most Expensive and Successful Luxury Brands

We hear lots of brand names in the news, on TV, and in movies. Chances are, even without being particularly well-versed in fashion (or any other industry with various degrees in luxury), we likely have at least a small sense of what may be considered glamorous  or luxurious. However, which brands are really at the top of the chart? Rather than looking subjectively at what kinds of things I may personally like, this article shows what are the most expensive and successful brands, as well as the brand value.


Most Expensive Luxury Brands

  • 14) Marc Jacobs
  • 13) Fendi
  • 12) Hermès
  • 11) Ralph Lauren
  • 10) Versace
  • 9) Burberry
  • 8) Armani
  • 7) Dolce & Gabbana
  • 6) Gucci
  • 5) Dior
  • 4) Chanel
  • 3) Prada
  • 2) Louis Vuitton
  • 1) Oscar De La Renta


Top 10 Luxury Brands in Terms of Brand Value

  • 10) Coach – Brand Value: $3,2 Billion
  • 9) Fendi – Brand Value: $3,6 Billion
  • 8) Burberry – Brand Value: $4,1 Billion
  • 7) Cartier – Brand Value: $6,3 Billion
  • 6) Chanel – Brand Value: $7 Billion
  • 5) Rolex – Brand Value: $7,9 Billion
  • 4) Prada – Brand Value: $9,4 Billion
  • 3) Gucci – Brand Value: $12,7 Billion
  • 2) Hermès – Brand Value: $19,2 Billion
  • 1) Louis Vuitton – Brand Value: $28.4 Billion


Luxury Brands with the Highest Market Capitalization

This is not a ranking because I did not find all of the relevant for each of these, but what I can say is that Louis Vuitton’s market capitalization (followed by Prada) is definitely the highest (of the ones for which there was information).

  • Burberry
  • Cartier
  • Chanel
  • Fendi
  • Gucci
  • Hermès
  • Louis Vuitton
  • Prada
  • Ralph Lauren
  • Rolex


Brand Tourism

I’ll leave you with an interesting 2014 study on luxury brands out of the Journal of Consumer Research:

When people purchase luxury items like expensive watches and high-end automobiles, they often consider themselves members of a select group of consumers. According to a new study, when outsiders show an interest in a luxury brand, they help improve its overall value. The authors use the terms ‘brand immigrant’ and ‘brand tourist’ to differentiate between consumers who either claim group membership (brand immigrants) or do not claim group membership (brand tourists). They explain that while brand immigrants pose a threat to the image and distinctiveness of selective brands, brand tourists can actually reinforce the brand’s prestige.

[April 3 edit: Last night’s episode of “Last Week Tonight with John Oliver” had an interesting demonstration of this, when he put on an apparently $6,000 Gucci jacket for the sole purpose of attempting to lower its value.]

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