To some, BMW seemed a bit out of touch with hard times when it rolled out an exuberant ad campaign called this year. Turns out, the ad campaign is in tune with the opportunities BMW and other luxury brand makers anticipate as the recession fades.
Last year was the worst year ever for global luxury goods, with worldwide sales falling 8%. But in a look at the world most valuable luxury brands, Forbes identifies 10 that are poised to thrive in better economic times. These brands, including BMW and Louis Vuitton, share some qualities that help keep them strong even when wealthy consumers are curtailing spending.
Few brands can sell luxury as a necessity and get away with it like Porsche. A recent ad for the new Porsche 911 reads: strain to think of something else that has stayed this true to its ideals for 46 years. You come to the realization that, in the age of the superfluous and superficial, the unrooted and the unserious, the 911 is necessary. Very necessary. The Porsche 911. There replica louis vuitton bags from china is no substitute. Beyond the Balance Sheet department looks at the numbers behind the numbers ways of analyzing companies that are different from the usual metrics, such as book value and earnings. To identify the Platinum Brands among luxury goods, we looked at more than 30 leading brands in autos, retail, fashion and accessories to determine the world most valuable. We leaned on Jeffrey Parkhurst, managing director of business strategy at fake designer bags WPP ( WPPGY news people ) owned media agency Mindshare, to help value these brands.
The first step was to determine earnings before interest and taxes for each brand. Forbes averaged those earnings over the past three years and subtracted from earnings a charge of 8% of the brand capital employed, figuring a generic brand should be able to earn at least 8% on the capital employed.
Forbes applied the maximum corporate tax rate to that net earnings figure. Next, it allocated a percentage of those earnings to the brand based on the role that brands play in that industry. Brands are crucial when it comes to apparel and perfumes, but not so much, say, with airlines. Pricing and location are more important for them. To this net brand earning number, we applied the average price to earnings cheap replica handbags multiple over the past three years to arrive at the final brand value. For privately held outfits we applied an earnings multiple for a comparable company.
The companies that came out on top on our list of most valuable luxury brands fared reasonably well last year, one that was disastrous for many companies. Perfect Quality Louis Vuitton Replica Sales of Louis Vuitton, the marquee label of parent company LVMH, rose more than 10% in 2009 to $6.3 billion, despite the recession. Brand sales, which represent 75% of the fashion and leather goods segment of the company, had double digit growth in the first quarter as well.
What helps set some of these brands apart? The makers of the world top luxury brands don apologize for the sky high price tags attached to their products. LVMH Louis Vuitton, for one, has never discounted a single item, citing customer loyalty and product value as its reasons. That makes sense: Why would a customer pay full price for Fake Louis Vuitton Replica Bags an item if they knew that in three months it might be had for 25% less?
Even when the top luxury companies introduce less expensive offerings, they often don advertise the price. When Mercedes Benz introduced its C Class, its most affordable sedan, it emphasized that it is a product of 100 years of German engineering, a key brand message. And most of the most valuable brands kept advertising during the recession: Louis Vuitton, for one, rolled out a celebrity flecked campaign. In one print ad, dancer Mikhail Baryshnikov stands on a platform barefoot while photographer Annie Leibovitz watches him from the floor.
The makers of the world most valuable luxury brands know that a good portion of their future sales will come from emerging markets, especially China, where sales in the luxury goods market expected to increase 15% there this year, says Bain.
Asia being the growth market for luxury players, brands will tailor their product offerings to meet the needs of more diverse customer segments, says Claudia D Milan based partner at aaa replica designer handbags Bain.
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