A weak signal that became strong: when brand value is no longer enough
The slowdown in the luxury sector is no longer just a market perception; it's also reflected in the rankings. According to a Kantar BrandZ study, the combined value of the top 10 luxury brands has fallen by 8%. This figure has the starkness of unsettling indicators, because it serves as a reminder that even the most coveted brands are not immune to the post-“revenge spending” normalization, the return of a more deliberate rather than impulsive consumer, and a more constrained macroeconomic environment.
However, a decline in " brand value " doesn't tell the whole story. Value aggregates perceptions, performance, and financial expectations; it can fall even as a brand strengthens its status, or conversely, remain high while momentum wanes. It is precisely in this blind spot that Kantar BrandZ highlights another perspective: " Momentum ." Conceived as a management metric, it focuses less on heritage than on momentum. And, in the luxury sector, momentum has always been another name for desire.
Defining "Momentum" (Kantar BrandZ): the measurable momentum of desire
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