Warning signs for big brands. In the new edition of Best Global Brands 2025, compiled by Interbrand, luxury is slowing down. While the total value of the world’s 100 strongest brands grows 4.4% to $3.6 trillion, fashion and high-end brands are losing momentum. Despite the presence of storied names such as Louis Vuitton, Chanel, and Cartier, the sector is seeing a decline in specific weight in the rankings, a reflection of a more discerning and demanding market. There are, however, those taking off, and others retreating.
Luxury slows
Among luxury brands, Hermès stands out as the only real winner: +18% growth and a strategy aimed at settling classic customers, as well as expanding, with the goal of seducing new generations between desirability and heritage. Louis Vuitton and Chanel maintain high positions (12 and 24, respectively) but register slight declines. Dior – at position 83 and Cartier at 73 remain solid, without major shakeups. The overall picture, however, is clear: as Fashion Magazine points out, luxury loses power in the rankings and no longer drives global brand value growth. Its presence at the top end of the ranking thins out, and the sector appears less central than in years past.
Prada rises while Gucci falls
Among Italian brands, Prada and Gucci tell two divergent stories. Prada, while falling to position 86, registers +8% in brand value, confirming the solidity of a strategic vision that combines innovation, sustainability and digital culture. Bold collaborations, such as the one with Axios Space, and shared leadership between Miuccia Prada, Patrizio Bertelli and Andrea Guerra weigh heavily, strengthening the brand’s identity. Gucci, on the other hand, loses 35% and slips to position 69. A drop that reflects a moment of transition, between changes at the top and after the ballet of creative directions that seems to have come to an end with the appointment of Demna Gvasalia. Leading the ranking is Apple, followed by Microsoft and Amazon. In short, quite a hit (or a wake-up call) for luxury.
Photo from Hermès
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