/brand/ This is the ranking order of the world's top luxury brands in 2005. Forbes' top 20. World Brand Laboratory's top 20. 1 Absolut Absolut Vodka (wine) Bentley Bentley (car) 2 Harley-Davidson Harley-Davidson (motorcycle) Burj Al-Arab (hotel) 3 Tiffany (jewellery) Rolex (watch) 4 Ritz-carlton Ritz-Carlton Chanel (women's clothing, cosmetics) 5 BMW (cars, motorcycles) )Est娈Lauder Estee Lauder (cosmetics) 6 Chanel Chanel (women's clothing, cosmetics) Tiffany Tiffany (jewelry) 7 Rolex Rolex (watch) Mercedes Mercedes (car) 8 Gucci Gucci (women's clothing) Gianni Versace Versace (fashion) 9 Mercedes Mercedes (car) Louis Vuitton (luggage, ready-to-wear) 10 Bacardi (wine) Hennessy (wine) 11 American Express American Express (credit card) American Express (credit card) 12 Louis Vuitton (luggage) , ready-made clothing) Johnnie Walker Johnnie Walker (whiskey) 13 Johnnie Walker Johnnie Walker (whiskey) Prada Prada 14 Prada Prada (luggage fashion) Lancome Lancome 15 Diesel (casual clothing) Chivas Chivas Regal 16 Starbucks Starbucks (coffee shop) Four Seasons Four Seasons Hotel 17 Estee Launder Estee Lauder (Cosmetics) FERRARI Ferrari 18 Lancome (Cosmetics) Dr. Bose 19 Four Seasons Hotel BMW BMW 20 Dr. Bose (Audio) Armani Armani (Table 1) Every March, the Beverly Hills Villa is filled with distinguished guests. It’s very lively because Vanity Fair magazine, which authoritatively determines where celebrities sit, will invite those with gold-plated names to attend the Oscar dinner. Also present with these celebrities are the luxury brands they wear, match, drink and use. The guest list changes every year, and these brands have become regular guests. Many fashion magazines and websites have made "Top Ten" rankings of luxury brands in a certain category, but when it comes to systematic comprehensive lists, the "Top Luxury Brands Ranking" compiled by Forbes magazine in 2004 and The "2005 World's Top 100 Luxury Products List" published by World Brand Laboratory (WBL), a wholly-owned subsidiary of World Manager Information Co., Ltd., is the most influential. Forbes' list focuses on marketing capabilities, publishing the scores of 32 world-class luxury brands based on "the ability to control sales channels, the brand's influence on shopping choices, marketing efficiency and media exposure"; World Brand Experiment The company pays more attention to the competitiveness of the brand itself and proposes four indicators: "value and quality, culture and history, high-end popularity, and purchase desire". Due to different standards, the order of the two lists is somewhat different, but most of the brands overlap (see Table 1). However, 31 of the 32 brands proposed by Forbes overlap with WBL, with an overlap rate of 97%. Therefore, we might as well verify the origins of luxury brands from these two rosters and unlock the "gene map" of luxury families. Illustration of the "affinities" of luxury brands. The author used statistical methods to sort out the countries, product types and production years of the top 50 luxury brands on the WBL list, and sorted out the "affinities" of luxury brands from three dimensions. , and got some interesting findings. First of all, looking at the distribution of countries, there are 34 brands from Europe, accounting for 68% (France has 11), the United States has 14 brands, other countries include Sweden, Cuba, Saudi Arabia and the United Arab Emirates, and Japan’s Lexus and Issey Miyake have entered It's on the list, but outside of 50.
(Figure 1) It can be seen that the emergence of luxury goods is closely connected with the social, political and economic background. Europe, which was the first to complete the Industrial Revolution, is the birthplace of luxury goods. The United States, which has the strongest economic strength in contemporary times, is the country with the largest number of luxury brands. In terms of product categories, automobiles, fashion, and luggage brands account for the top two, with 12 (24%) and 10 (20%) brands respectively. Cosmetics (when a brand contains ready-made clothing and cosmetics, it is counted as core products), Tobacco/alcohol, watches/jewelry, and hotels are also important categories, each accounting for more than 10%. (Figure 2) It can be seen that the luxury goods industry is relatively concentrated. The understanding of "luxury" is the connotation of the brand rather than the value of the luxury goods. Therefore, although the unit price is not high, cosmetics have entered the list, while fixed assets such as luxury homes and yachts are included in the list because of their brand names. The influence is not enough and it does not enter the ranking. The curve of the founding years once again confirms the correlation between luxury goods and social environment. There are 10 brands born before 1850, and all of them are in Europe. 1851 to 1900 was a low period, and only 5 brands remained. 1901 to 1950 was the golden period of the explosion of luxury brands, with 23 brands (accounting for 46%). Although the two world wars eliminated a large amount of social wealth, the production prosperity of industrial society provided sufficient capital support for the manufacturing and sales of luxury goods. Almost all luxury car brands were produced in this era. Among the 12 brands that originated after 1950, the United States owns 7, showing its economic vitality. (Figure 3) It is worth mentioning that both Asian brands were born after the 1990s and are very young. From a cross-indicator perspective, Italy, the United States and France are home to luxury luggage and fashion brands; Britain, Germany, Italy and France dominate luxury car brands; cosmetics brands are mainly from France and the United States, while wine, whiskey and vodka are France, the United Kingdom and Sweden, Switzerland is undoubtedly the kingdom of watches. The four watch brands on the list are all from Switzerland. The only exception is hotels. Arab countries have the most luxurious super-star hotels, which is consistent with their positioning of relying on raw material exports and tourism as pillar industries. (Figure 4) In terms of brand growth time, tobacco/alcohol and watches/jewelry have the longest history. These brands were all produced before 1950. The structures of cosmetics and automobiles are relatively stable, and most of them were established before 1950. There are not many opportunities left for young brands. Fashion and hotels have given young brands ample opportunities. Nearly half of the brands were born after 1950, especially the two Arabian hotels that established their brands less than 10 years ago. (Figure 5) Under the pressure of mergers and acquisitions by multinational groups, fewer and fewer family businesses can insist on independent operation. They have been acquired by world-class luxury goods groups one by one. The countries and capitals to which brands belong are becoming increasingly confusing. Just take the watch industry with a tradition of independent operation as an example. It was formed by the merger of the original Swiss Watch Industry Company (ASUAG) and the Swiss Watch Company (SSIH) in 1983, and was changed to the current name of the Swiss Swatch Group in 1998. (Swatch Group) is the largest watch industry group in the world today. It owns Blancpain, Omega, Radar, Longines, Tissot, Calvin Klein, Certina, Mido, Hamilton, Pibaman, Swatch. Watch brands such as Watch. The Rolex Group, the second largest in the watch industry, adheres to the principle of simplicity and only owns Rolex and Divan Tudor. The Richemont Group owns Cartier, Alfred Dunhill, Montblanc, Lancer, etc., and its subsidiary Vendome has been operating since 1988. , Vendome Group has successively purchased three famous watches, namely Baume & Mercier, Piaget, and Vacheron Constantin, becoming the third largest watch group. The French LVMH Group, which has a huge appetite, immediately became the fourth largest watch manufacturer in the world after purchasing three Swiss watch brands: Ebel, Tag Heuer and Znitt. The group's strong financial support, advanced management concepts and intensive procurement costs inject vitality into the development of the brand, but maintaining the existing tradition and style has become a more important task for each brand. Decoding the genes of luxury brands: What kind of genes can ensure the purity of luxury blood? What elements are at the core of building a luxury brand? In the world of vanity and wealth, what is the prevailing rule? This article sorts out the eight major characteristics of luxury brands and deciphers the genetic code of this noble family. Decoding 1: Excellent quality "Only sell expensive ones, don't buy the right ones." Ironically, this is the choice of the nouveau riche. The ideal consumer of luxury goods will fully consider the exquisite quality and high-tech contained in the product. Exquisite design and durability are important features of Louis Vuitton handmade luggage.
Generations of LV's heirs have conducted more than 50 years of development and research on Monogram canvas materials to obtain a strong, wear-resistant, waterproof, and beautiful texture and texture, ensuring that even a small key bag will not deform after years of use. There is some general wear around the edges. A classic suitcase gives you not only the promise of convenience and sturdiness, but also the hard work that a senior craftsman has put into his work. Known as a "mechanical watch expert", each of IWC's watches undergoes 28 independent tests. Absolut vodka undergoes a unique "continuous distillation" technology. The Ferrari sports car reaches a maximum speed of 300 mph. The magical ocean in La Mer facial cream Extract the essence... Luxury brands have their own laboratories, engineers, designers, and patent rights. They are comparable to professional research institutes in terms of technological innovation and social impact. Their extreme development of technology and quality is a kind of "perfection" "The pursuit of excellence.