Europeans have permission to celebrate because all most valuable luxury brands in the world are Europeans. But you have to read to the end of this article to see the official rankings.
Measuring brand value is a great milestone to evaluate how nicely a luxury brand is performing in the marketplace. Measuring turnover, and especially, increasing turnover aggressively is not the best way to evaluate a luxury brand because a major increase in turnover means that a luxury brand loses its scarcity by making its creations too popular. Luxury brands protect scarcity. Therefore, increasing turnovers is not a priority.
Now we are talking about world-famous and global brands because we know that the luxury industry possesses lots of hidden gems, which want to stay out of publicity because they want to stay secretive and they only serve prestige clients, which have been handpicked. However, here is a list of luxury brands, which are the most valuable ones in 2018, and the following figures are in billion USD:
This list has one major surprise for those who are not so familiar with the luxury industry, and that is Hermés, which keeps a very low profile. The brand avoids the use of celebrities because she wants to stay under the radar. Celebrity endorses in advertising campaigns can make the brand too popular. Still, it manages to be the second most valuable luxury brand in the world. Europeans are dominating the luxury industry because Europe is the birthplace of modern luxury.
Published in Luxury Sales Academy.