Nike, Zara and Adidas, at the top of the most valuable clothing brands ranking in the world

The study highlighted Nike's communication strategy as one of the main pillars of its growth.In that sense they highlighted the narration of stories constantly through a multiplicity of screens and platforms, which helped reinforce brand leadership.In the last six years Brandz's measurements on trust, activism, equity and responsibility grew uninterruptedly.

On the other hand, the German company Adidas showed a growth of 13% reaching a valuation of US $13.355 million.The development of high -price limited editing products made in collaboration with luxury brands allowed both Nike and its main competitor to expand their income.

Zara y H&M fueron la únicas del ranking en registrar caídas significativas en su valuación año a año.The first registered a 16% drop in the value of its brand with respect to the last measurement.The total amount of its valuation according to the ranking ended at US $ 22.581 million. En tanto que H&M registró una caída aún más pronunciada que la casa de ropa del grupo Inditex a raíz de una baja del 28% en su valor de marca y finalizar en u$s6.380 million.He went from the room to sixth place.

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The fall in the value of the brand finds explanation in the increase by consumers in environmental consciousness and regarding the labor rights of workers."By changing consumers' values about sustainability, it means that getting people buying more clothes is a difficult task," said Sebastián Corzo, Media Domain Expert from Kantar's Division.

“However, the value of clothing brands this year increased by 1%, to US $118.000 million, supported by the strength of athletic fashion brands in the ranking, which is considered useful, socially and environmentally responsible.Retailers trying to reach a ´Carbono Zero´.

One of the greatest increases in the valuation was the one registered by the Yoga Clothing firm Lululemon: it achieved a growth of 77% and the analysis showed a valuation of US $ S6.921 million.In this way he went from sixth to fifth place.

One of the main points when analyzing the changes in the ranking has to do with the commercial war that faces the US with China.From Kantar they pointed out that tariff increases and commercial barriers implemented harmed some of the brands that make up the top 100.

Despite this they emphasized that textile companies were not the main ones affected by the Trump-Xi Jinping battle.However, the general growth of the ranking that covers the 100 main brands of the world was slowed to 7% in the last 12 months product.The automotive, logistics and banks sector were the ones who felt the blows the most.