“After the global recession, luxury made a strong comeback, and in fact was the biggest growth category in 2013,” said Greg Christoforides, senior partner at Millward Brown Vermeer, New York. “Since then, there have been slowdowns in emerging markets like China, Brazil and Russia, all of which are growth engines for luxury brands.
Since the BrandZ ranking began 10 years ago, French apparel and accessories maker Louis Vuitton has found itself listed as the world’s most valuable brand in the luxury category. In the overall global ranking of 100, Louis Vuitton is placed at 34, while most of its peers do not even make the list.
In 2014, Louis Vuitton had a brand value of $25.873 billion, a 14 percent growth from 2013. Year-over-year, Louis Vuitton has shown innovations that fueled consumer interest but maintained the allure and exclusive narrative of the French house.
Louis Vuitton’s effort shows its handbags and trunks against the vivid backdrop of the Caribbean, with photographer Patrick Demarchelier capturing models beachside. This campaign enables Louis Vuitton to celebrate travel’s place within its DNA.
The label has also not shied away from social media advances and has departed from traditional print efforts to embrace the possibilities mobile applications such as Snapchat provide.