“2020 was undoubtedly a tough year for the apparel sector. Global and widespread economic disruption caused a sharp decrease in demand and lockdown-induced store closures forced brands to digitalise quickly or face dire consequences to sales and profits. Despite the total brand value of the world’s top 50 most valuable apparel brand declining 8% year-on-year, on the whole we have witnessed remarkable agility and innovation across the sector, which will no doubt stand brands in good stead in the coming year”, commented Richard Haigh, Managing Director, Brand Finance.

According to the Brand Finance Apparel 50 2021, the total value of the world’s top 50 most valuable apparel brands has declined by 8%, decreasing from 301.9 billion US dollars in 2020 to 276.4 billion US dollars in 2021. All brand values refer to the 1^st January 2021.  

Nike reaches the number one ... again

Nike has retained the title of the world’s most apparel brand for the 7^th consecutive year, despite recording a 13% brand value drop to 30.4 billion US dollars. The sportswear brand still maintains a considerable lead over second-ranked Gucci, with a brand value of 15.6 billion US dollars (down by 12% from the previous year).

Nike’s sales took a hit last year as the brand was forced to shut the majority of its stores across North America, EMEA and, Asia Pacific due to the pandemic. The brand saw good performance in online sales, which almost doubled in Europe, the Middle East and Africa.  

Footwear brands

The apparel ranking is divided into sub sectors: luxury; sportswear; fast fashion; watches, accessories & jewellery; high street designer; underwear; and footwear.

Of these sub sectors footwear is the only one to record an increase in brand value year-on-year, posting a 9% increase in brand value on average. New entrants Timberland and Converse have performed particularly well this year, recording a 47% and 8% brand value increase, respectively.

In contrast, underwear brands have suffered the most significantly this year, with the two brands featured in the ranking losing an average of 19% of brand value.

Ones to watch

Fila is the fastest growing brand in this year’s Brand Finance Apparel 50 ranking following an impressive 68% brand value increase to 2.7 billion US dollars. The brand, which operates in 70 countries through licensing deals, celebrated strong sales growth towards the end of last year, particularly within the Chinese market. Since Fila Korea purchased the global Fila brand in 2007, the brand has worked on strategically embracing the return of trends which helped it make its name across the sector originally, including 90s fashion making several comebacks.  

New entrants Timberland and Bosideng are the second and third fastest growing brands, up by 47% and 39% respectively. China’s Bosideng has entered the ranking in 50^th position, with a brand value of 1.5 billion US dollars. Bosideng announced a new clothing line launched with Jean Paul Gaultier, the former creative director of French luxury fashion house Hermès, which is being sold in stores and online on Chinese e-commerce giant Tmall’s platform.  

Falling Coach 

In contrast, Coach has recorded the biggest drop in brand value this year, falling 31% to 4.7 billion US dollars. In line with sector trends, Coach’s sales and profits have taken a hit over the previous year. Coach’s parent company, Tapestry, has however cited that forecasts across its brands are looking more positive than anticipated thanks to triple digit e-commerce growth and a strong rebound across the Chinese market.