Louis Vuitton tops the luxe charts

05 May 2010

Marc Jacobs seems to be on an award-winning streak at the moment. Firstly he was awarded the French equivalent of a Knighthood, the Légion d'honneur de Chevalier, then this week he has been named by TIME magazine as one of the 100 most influential people in the world, (and immortalised by the words of fashion sage, Victoria Beckham). Now a poll by top branding firm, Milward Brown Optimor, has listed the world’s top 10 luxury brands and guess who came first? Oh yes. Louis Vuitton of course.

The full list was

1. Louis Vuitton
2. Hermès
3.Gucci                                                                                                                                                            4. Chanel
5. Hennessy
6. Rolex
7. Moët & Chandon
8. Cartier
9. Fendi
10. Tiffany & Co.

The last couple of years have not been a high point for the luxury industry but it has been very interesting from an analytical point of view; – which companies have soared and which have dropped since the global downturn reduced their customer base, as money dropped out of the economy.

According to Fashionista, the brands that have been able to either buck the downturn or even improve their profits are the ones with the greatest emphasis on history and heritage. Other companies, such as Burberry and Prada that you might expect to have made it into the charts have not done so this time round (although both are doing well and successfully exploiting the possibilities of digital marketing at the moment)

It seems that in times of belt tightening, timeless, or classic heritage pieces will sell better than cutting edge fashion. Although, we have to say, in the case of Louis Vuitton with Mr Jacobs' design talent spearheading the hugely established leather bag ranges, it rather represents a company that balances the best of both worlds, n’est-ce pas?

- Naomi Attwood


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