In the BrandZ report from Millward Brown Optimor, a subsidiary of the massive WPP, it broke out the apparel category.  Here is what the researchers had to say about the global apparel sector:

Value is Setting the Trend

Spurred on by the credit crunch, shoppers are in search of value, H&M, the global chain known for offering high style at low prices passed Nike to become the worlds number one apparel brand.

The sector has been hit hard, with most brands experiencing a drop in brand value.  Even the most exclusive brands have been forced to slash price to entice customers; Ralph Lauren lost 20 percent of it’s brand value although the brand held its place in the rankings at number six.

Zara fared better than many of the other apparel brands. It seems its just-in-time production model, developed to provide fast fashion in good times, is well suited to the current enviroment where declining sales require closel calibrated inventory control.

In contrast to many of the brick and mortar stores, online and direct shopping are performing well as consumers bargain hunt from the comfort of their own homes.

And the global winners are…..

Brand – Brand Value

1. H&M: $12,061M

2. Nike: $11,999M

3. Zara: $8,609M

4. Espirit: $6,751M

5. Adidas: $4,949M

6. Ralph Lauren: $3,031M

7. Puma: $1,892M

8. Next: $1,670M

9. Gap: $1,298M

10. Old Navy: $986M

For more insights…visit www.forsenorse.com

Tags: Adidas, Espirit, forsenorse, Gap, H&M, Millward Brown Optimor, Nike, Old Navy, Zara