Of the top 15 made in Italy brands with the highest value, nine belong to the fashion and luxury sector: the ranking of Kantar, “Top 30 Most Valuable Italian Brands” confirms the driving force of high-end products for the reputation and value of Italian industry in the world. The “value” attributed to these 30 brands is the result of a calculation that takes into account financial performance, consumer perception and the brand’s ability to produce growth and financial value.
In the first place there is Gucci (with a brand value of $ 33.8 billion, up 12% compared to 2020), followed in the top ten in sixth place by Prada (3.9, + 29%) and eighth from Fendi (3.1, + 48%). They follow Bottega Veneta in 21st place (2.2 billion), Giorgio Armani to the 13th e Bulgarian al 15esimo. Salvatore Ferragamo is in 19th place. Among the five brands that have increased their value the fastest over the last year are Bottega Veneta (+ 54%) and Fendi (+ 48%). The success of the Kering brand, according to Kantar’s analyzes, is partly attributable to a more selective strategy linked to social media, while Fendi was also rewarded for its advanced sustainability policy.
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The top 30 brands considered in the ranking generated revenues of 114.5 billion dollars in 2021, up 11% compared to the previous year, an excellent performance considering the limitations imposed by the pandemic. In general, the luxury segment is the first by contribution, with a collective value of the brands equal to 48 billion dollars, increased by 16% compared to the previous year. Luxury is also the category most exposed abroad, an aspect that has helped to support the data of the sector, above all thanks to the good performance of Asia and China in particular.
The report underlines how these top brands share the ability to immediately seize the opportunity of digital, considered no longer just a communication tool but also a marketing tool. Finally, the top 30 Italians recorded overall growth above the global average, + 11% compared to + 10%, but also compared to the top 30 brands in China (up 8%), Germany (+ 6%) and France. (+ 5%).