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Louis Vuitton, Chanel Rise as Prada Falls in Luxury Brand Survey

A giant Louis Vuitton trunk showcasing the brand's iconic LV monogram (AP Photo)
A giant Louis Vuitton trunk showcasing the brand’s iconic LV monogram (AP Photo)

 

(Bloomberg) – Louis Vuitton and Chanel were the only big luxury brands to increase in value last year as the industry grappled with slowing sales in China and Russia, research company Millward Brown said Wednesday in the 2015 BrandZ study.

Vuitton gained 6 percent to $27.4 billion, placing LVMH Moet Hennessy Louis Vuitton SE’s biggest brand atop the luxury ranking for the 10th straight year. Chanel’s value rose 15 percent to $9 billion, propelling it to fourth in the list behind second-place Hermes and Kering SA’s Gucci.

The value of the top 10 luxury-goods brands — based on interviews with more than three million consumers and an analysis of companies’ performance — fell 6 percent, or $7.1 billion, to $105 billion as companies from Prada SpA to Cartier declined.

Spending on lavish gifts has fallen in China as the government clamps down on corruption, while Russia’s shoppers are suffering from the ruble’s depreciation and sanctions tied to the conflict in Ukraine, Millward Brown said. At the same time, efforts to appear more exclusive have created opportunities for cheaper brands such as Michael Kors and Tiffany, which finished in the top ten for the first time, the researcher said.

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