The 10 most valuable luxury brands in the world in 2022

The ranking of the world’s most valuable brands by the data and consulting company Kantar each year reflects how luxury brands have prospered in adverse conditions. Louis Vuitton leads the luxury brand category in the report Kantar BrandZ Most Valuable Global Brands 2022with a brand value of US$ 124,273 million, 64% more than in 2021.

The study shows an extraordinary global rise in brand value across the luxury category, outperforming other sectors with combined year-on-year growth of 45%. This year, the world’s 10 most valuable luxury brands are worth a combined $344.355 million.

At a time when the risk of a global recession is rising by the day, the results show that luxury brands are leveraging their lofty reputations and pricing power like few other brands can.

Changes in consumption in times of pandemic have also boosted this category. As consumers continue to defer spending on travel, dining and live shows, luxury brands have retained their appeal in the face of steady and incremental price increases.

“Peru has been an attractive country for luxury brands due to economic growth of recent years. With the arrival of Louis Vuitton in 2021, there would already be 9 brands from this Top 10 that have a presence in the country. Despite this growth, these brands still have a way to go in our territory, since most of them currently do not have boutiques in Peru, the sale of products is through other stores and they do not offer all the categories they have. in other countries, in Peru its offer is mainly focused on fragrances and cosmetics”, says Olivia Hernández Rivera, Brand Domain Lead of Kantar Insights Peru.

For luxury brands, the relationship with consumers in China remains the strongest. In the Kantar BrandZ Power Index, which measures the ability to drive current market share, luxury brands scored 125 in China versus 113 in the United States. Having a stronger point of difference is more important to Chinese consumers and plays a key role in driving brand equity (34% vs. 18% in the US).

The main findings in the luxury sector of the study include:

• Luxury brands have continued to increase in value in the last three years and have more than doubled in value (103%) overall, despite the pandemic and the impact of inflation.
• Louis Vuitton is the first luxury brand in the world Top 10, it rose eleven places (+64%) and reflects the rapid growth of this market in the world, in particular in China.
• Cartier It is the fastest growing brand in 2022with a year-over-year increase in value of 88%, attributable to its growth strategy based on moving away from retail/wholesaling and focusing on direct-to-consumer sales in its own stores and online.
• Hermès is the second most valuable brand in the ranking; increased its value by 73%, to reach US$ 80,323 million. Its success demonstrates the benefits of having a differentiated identity, with highly recognizable brand logos and products.
• Tiffany & Co. returns to the luxury category ranking as the only non-European brand after changing ownership and implementing a revitalized strategy.
• chanell it is the brand with the strongest point of difference in the luxury sector, which supports its higher price.

Kantar BrandZ Top 10 Most Valuable Luxury Brands in 2022

Luxury brands have continued to grow despite economic uncertainty. Louis Vuitton and Hermès continue to capitalize on their recognizable assets to reinforce their distinctive identities. The clear and consistent deployment of key logos, patterns and products over decades has created clear brand identities for these luxury players. In tough economic times, wealthier consumers turn to classic brands that are a source of comfort, convenience and continuity.