Zara is the only Spanish brand among the 100 most valuable in the world, according to the 2023 Kantar BrandZ ranking, based on market capitalisation and the value given by consumers themselves. Specifically, Inditex's flagship brand is in 94th place, with a brand value of 18,395 million dollars (17,079 million euros), a year-on-year fall of 28%.
According to the Kantar BrandZ statement, this decline in value is partly due to the impact of the war in Ukraine and the closure of its business in Russia. However, they have highlighted the performance of the firm's sales and the opening of its flagship stores, with special mention to the one located in Plaza de España in Madrid, the largest of its global network.
Apple, Google, Microsoft: global market leaders
In the international ranking, Apple, Google, Microsoft, Amazon, McDonald's, Visa, Tencent, Louis Vuitton, MasterCard and Coca-Cola occupy the top 10 positions. Kantar BrandZ has attributed Apple's leadership in brand value to "its resilience", as in a difficult socio-economic context, "the technology firm has been able to justify its premium prices through positive consumer perception".
Zara, the third most valuable fashion brand worldwide
Specifically, in the fashion category, Zara is the third most valuable brand worldwide. For its part, Nike maintains its leadership for another year, although the firm has lost 32% of its value compared to last year.
In fact, as Kantar BrandZ points out, this decrease in brand value extends to the rest of the firms in the textile sector, except for Shein, which burst into second place in the fashion ranking with a value of 24,250 million dollars (22,516 million euros). In the global ranking, the Asian firm is in 70th place.
On a national level, Zara continues to be the leader in brand value and its contribution to the ranking represents 21% of the total economic value of the Spanish top 30. Four other Inditex brands are also in the national ranking.
The head of brand management at Kantar Insights, Ricardo Pérez, pointed out that Spain suffers from "a lack of strong brands at international level", but that Zara is "a good example to follow", as it has managed to grow over the years and remain a global benchmark.