Page 30 - BrandZ Top 100 Most Valuable Global Brands 2014

Section 03 | The Categories
Consumer and Retail | Apparel

Heritage and fast fashion
The death of more than 1,100 workers in Action Points for Brand Building
Spotlight
Insight
the collapse of the Rana Plaza apparel
factory, in Bangladesh, underscored
The UK-based brand Next reached its the challenge for brands attempting to Consumers say 1. Keep the promise
3. Do digital politely
core customers, women in their 30s or
40s seeking accessible fashion, with meet a competitive price point while at ethical practices The convergence of apparel and Observe appropriate etiquette in social
Brands need to product range, price, service and reliable the same time manage supply chains are important
technology will expand the possibilities and digital. Don’t join a conversation
responsibly. For some brands, like
work harder to gain and quick delivery. Next operates around Patagonia, social responsibility is at
for product performance. For brands uninvited, just to be present. You may
500 stores in the UK and Ireland and
the core of their appeal. All brands felt Consumers in all regions of the that means more opportunities to excite generate resentment. Earn the right to
customer loyalty
is present with over 170 franchises in
consumers – or disappoint them.
participate. Don’t intrude. Comment
35 countries. It also maintains online
pressured, however, to meet growing world say that it’s important that when it’s appropriate and authentic.
and catalog businesses. The brand consumer concern and interest in companies act ethically. This 2. Signify quality
People can be cynical and product provenance.
concern crosses many categories.
disappointed by brands.
exempliies how high-end fashion informs The topic is timely in apparel Whether the logo is visible or hidden
Today, with ecommerce and High Street. Brand value rose 39 percent.
The experience of Lululemon where global brands organized inside on the label, brand assures

social media, brands need to Along with its basic H&M brand, H&M demonstrated the vulnerability of a brand industry groups to investigate customers that they’re buying a quality
work harder to gain shopper promoted its & Other Stories and COS that fails to meet its promise in the age of complicated supply chains and product that makes them feel discerning.
loyalty. But if brands can deliver social media. Having rapidly developed
improve safety following the Rana
consistently good experiences (Collection of Style) brands, which a brand that stood for fashion and Plaza factory ire in Bangladesh.
across channels, while offering provided a three-tiered offering. With functionality in clothing for exercising,
elements of surprise and delight, the added brands H&M widens its appeal the brand stumbled when the stretch Importance of corporate ethics
while retaining its base of younger
people will remain interested and consumers as their tastes and income fabric of some of its products performed Brazil
loyalty will be strong.
levels evolve. In August 2013, H&M poorly and the company initially blamed
customers for the fault.
Jessica Swinton
launched ecommerce in the US, where
it operates approximately 300 stores,
85
Consultant
Brand Union its second largest market after Germany.
Jessica.swinton@brandunion.com
Zara, rose 15 percent in brand value Insight
based on the success of its fast-fashion US
Insights: BrandZM BigData
formula, with around 1,900 stores in
87 countries.
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Making brands accessible
Online fashion
Adapting to a brave new Top 10 Apparel
shows invite more world earns a premium
China
Different 118
With evolving attitudes about what consumers to
constitutes masculinity, more men feel The most valuable apparel brands
comfortable with fashion and color. This experience the brand
tend to exhibit leadership, moving from Creative 108
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trend, and international growth, helped an omni-channel world to one that is
propel brands like Ralph Lauren, Hugo At fashion shows it used to be
even more seamless for the shopper. Leading the way 108
Europe
Boss and Tommy Hiliger, which appears the elite who were in the front The brands therefore score highly on
in the BrandZM category ranking for
row. Now brands are inviting a innovation aspects.
All brands average = 100
the irst time. Young families fueled the much wider audience to watch Source: BrandZM database
67

strength in children’s wear.
these events live and online. Many The pay-off is that consumers view
may not be able to afford the these brands as more desirable. And
India
Top Shop and J. Crew, competitive brand yet, but they can begin to the brands manage to balance this desire
brands that don’t appear in the BrandZM emotionally invest in it. The brand with more proitable pricing to maintain
ranking, demonstrated clever ways
is saying, you’re invited to this a perception of good value.
56
to make brands accessible. Top Shop show and please aspire to be part
streamed its London Fashion Week of this world. You’ll see that it’s as
catwalk fashion show and, through
wonderful as we profess it to be.
a partnership with Google, made it Consumers feel that they’re in the
interactive. J. Crew preceded its debut in know.

the UK with a pop-up store in London.
Lauren Smith
Strategist
Digit London
Lauren.Smith@digitlondon.com

Source: TGI 2013 / Percent who agree:
It’s important that a company act ethically.
Europe includes the UK, Spain, Germany
and France.

58 BrandZM Top 100 Most Valuable Global Brands 2014
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