Zara, the world’s largest apparel retailer, has been named as the most valuable brand in Spain in the first BrandZ Top 30 Most Valuable Spanish Brands ranking and report from WPP and Kantar Millward Brown. Zara leads the inaugural ranking at $25.1 bn for its revolutionary ‘fast fashion’ approach to retailing across more than 2,200 stores in 93 markets. The dynamic approach is best demonstrated by the apparel sector, which has six entries in the Top 30.
Alongside Zara there is also Massimo Dutti ($2.8 bn), Stradivarius ($2.1 bn), Bershka ($1.9 bn), Pull&Bear ($1.7 bn) – all owned by parent company Inditex and Mango ($1.2 bn). Zara is also ranked No 34 in the 2017 BrandZ Top 100 Most Valuable Global Brands ranking. Its design savvy with innovative supply chain and logistics enable it to develop and launch new collections in days and weeks. In their home market, these, and other brands in the Top 30, are meeting the needs of Spanish consumers, who have become increasingly sophisticated and selective.
The valuation behind the BrandZ Top 30 Most Valuable Spanish Brands was conducted by Kantar Millward Brown, which specialises in brand equity research and brand valuation. The methodology mirrors the calculation of the annual BrandZ Top 100 Most Valuable Global Brands ranking, which is now in its 12th year. Commissioned by Kantar, the ranking combines rigorously analysed financial data from Bloomberg with the opinions of over 35,000 Spanish consumers since 2007, gathered for over 2,779 brands in more than 44 categories. The BrandZ Top 30 Most Valuable Spanish Brands is the most definitive and robust ranking of the country’s brands available.
Spain is the fourth-largest producer of textiles in the world and these brands have thrived off the back of a business model that combines high-performing retail with successful e-commerce. David Roth, CEO EMEA and Asia, The Store WPP says, “The first BrandZ ranking for Spain highlights how Spanish consumers have become increasingly sophisticated and are now demanding more of brands. To succeed, Spanish brands must be bold and courageous, break barriers, and work on differentiating themselves, which will help them offer the value consumers demand”.