In the realm of luxury today the queen brand is Dior, says BofA

In the realm of luxury today the queen brand is Dior, says BofA

Dior is the queen brand of 2020 third quarter. It was crowned by BofA (Bank of America-Merrill Lynch) which used the “brand leading indicator” tool to trace the ranking of the brand in the July-September period. “It serves to determine the profits of luxury companies and the over/underperformance of share price,” explain the authors.

The queen brand of 2020 third quarter

Dior would be the box-office champion, or rather the brand with the greatest momentum. Following, Prada and, in third place, Fendi. Miu Miu is fourth and, in the top ten, comes before Celine, Versace, Louis Vuitton, Sandro, Burberry and Hogan. MF Fashion, which reports the ranking, highlights how the ranking is dominated by brands controlled by LVMH. Not surprisingly, BofA analysts promote the French luxury giant: “We think that its brand portfolio will allow it to conquer a significant market share until 2020/2021”.

Prada’s performance

Words of praise also for Prada: “The turning point of the brand is taking shape” reads the report, which also refers to the new creative combination Miuccia PradaRaf Simons. Among the brands with a slow trend are Ralph Lauren, Ermenegildo Zegna and Brunello Cucinelli.


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