The brands of luxury experience the greater growth in Kantar Brandz 2022

During the summer, Kantar has published his Annual Report in which it establishes a top 100 global that orders to the brands of elder to minor in function to his value. There are not surprises if we say that Apple leads the ranking. Something obvious, a company devoted to the telephony and to the half world and telecommunications (in a constant peak) obtains the greater punctuation.Inflation, energetic crisis, crisis of supplies, bellicose conflicts… Definitely, is being a period that does not incite to the optimism, and to think that the things will improve prompt, but in half of this stage a so much dantesque, the value of the 100 more valuable marks of the world has increased 23% with regard to the previous year. Also it is true that fits to stand out, that if this year it breathes uncertainty, the year happened was not for less, since we began to see the first rays of light after the pandemic. But this increase already gave during the pandemic and like this explained it Hillary Chabot in an article where affirmed that in the last quarter of 2021, Cartier reported a volume of greater sales in 30% with regard to the 2020, and Prada surpassed in 2021 the income that obtained in 2019. Louis Vuitton , Dior and BMW published his report annual where offer the results of economic exercises around the middle of January of the year 2020 with sales that surpassed with grow the ones of 2020 and even surpassed the previous sales to the pandemic.Inside this top 100, cuelan some marks related with our sector, and especially, with the sector of the luxury. The sector of the luxury grew 29% in the last quarter of 2021, where left see the first shoots of recovery after a pandemic that struck dry and duramente to the trades and establishments. From IPMARK aimed that the market of the luxury would go back to a level of sales pre-pandemic in this year, and is that like this it seems that it will be according to forecasts.Although this is not extrapolable to China, yes that it is it for Europe (or EMEA, as it delimits in the last report of Kantar). Whereas in Spain the Covid-19 already has left to be considered a collective threat, has not been like this in the country where originated the pandemic. Continuous chinese with strong restrictions, and prefers to keep caution to base of quarantines and confinements of population, what translates in a paralización of the activity and, therefore, closing of centre commercial and points of sale. Europe, in the meantime, lives, consumes and purchase. Especially luxury. The marks of luxury are those that have experienced a bigger growth in the last year (also the ones of technology). Specifically, the marks devoted to the luxury have grown 45%, so alone 1% by behind the ones of technology. For these companies, definitely, all the activity made through marketing, has given his fruits and little has mattered the adverse situation of the markets.In this 17ª edition of the Kantar BrandZ, a mark of luxury has achieved to plant in the Top 10. Louis Vuitton occupies this tenth position and is perceived by the consumers like a 'intelligent mark' to the hour to make his shopping. That is to say, they consider like positive invest the money in some of his products. Something that also offers value to this mark (and to the rest of the signatures of the sector of the luxury) is the tradition and the history that load to his backs said signatures. Whereas the North American consumers decant more by a younger company (in the report quote like a company 'prototype' for each geographic area) of some 42 years of average, the Europeans reward and trust more marks with a business route more longevous: the "age" of the companies that choose the Europeans reaches the 97 years. Thus, it is not of surprised that Cartier have been the company that has attained the maximum growth regarding value of mark in this 2022, specifically, his value has increased 88% with regard to the past year. Although the increase of Cartier is in this insuperable edition by the rest of marks, something that it is necessary to stand out is that all the companies and on sale devoted companies of articles has seen like his value of mark as it calculates from Kantar has grown: Louis Vuitton has grown 14%, Hermès 73%, Chanel 13% and Gucci 12%.Top 10 Kantar Brandz 2022In addition to the companies of luxury, also find those that devote to the personal care, and some that had fallen of the ranking in the previous year, return this 2022 to the ranking, as it is the case of Lancôme. Others, like L'Oréal Paris see like his value of mark increases in 24% with regard to the 2021. Estée Lauder, has positioned in the top 20 of the companies that more have enjoyed of this revaluation of mark with 45% with regard to the past year.The criterion of the that spoke before the Europeans (or of the EMEA as it designates in Kantar Brandz 2022) has to see with the positioning of the ranking of the 10 better marks: the 10 companies with elder Brand Value in our region find that the half of these companies are devoted to the Luxury and to the Personnel Care. In the first place, Louis Vuitton, in the third Hermès, in the sixth Chanel, in the seventh L'Oréal Paris and in the eighth, Gucci. And it explains it very well Gonzalo Strong in the report, and is that in EMEA exists the tendency to associate quality with antiquity. This relation quality-antiquity also means that it is necessary to take into account another appearance: the barriers of entrance for the new marks are high and the competition with the old signatures is voracious. The new companies devoted to the sector of the luxury will have to employ a lot of hours of dedication to the hour to identify his mark and look for icons that reinforce his image. The "Megacasas" of luxury and the fusions that do between them to present collections (in the case of the fashion) is something that supposes also an obstacle, like the case of "Fendace" (the fusion between Fendi and Versacce) or Hacker Project (Balenciaga-Gucci).The marks of luxury 'traditional' saw also like the pandemic forced to change the form to consume of his customers. However, it exists one some reticence by part of the consumers to the e-commerce in the luxury because they look for the experience and the exclusivity of the shop. Thus, the signatures more luxury this year have experienced with these experiences: hotels of mark, exhibitions in museums and shops ultra-inmersive, are some of the initiatives that have left see this 2022. Although some already launch to the world of the e-commerce waiting for prospering in the blockchain and begin to experience with the metaverse and the virtual communities.Hacker Project: Gucci x BalenciagaPersonnel Care and the power of the social networksViralizar Products, Which social network comes us in command? TikTok, truth? This know it well the teams of marketing that every time see as they prefer to invest more in TikTok and try seduce to an audience younger. The past year, Maybelline struggled to keep on sale his units of his mask of eyelashes Lash Sensational Sky Chewed after TikTokers promoted his product. In the new world of the commercialisation of the personal care exists a sentence that, today already, goes back us recurrent: "TikTok did me buy it" is a sentence that is okay his weight in gold and that every time earns more sense.