H&M: the most valuable retail brand in Europe

With a brand value of 13 billion euros, H&M is currently the most valuable retail brand

in Europe, according to the fourth annual Best Retail Brands report from brand consultancy firm Interbrand.

The annual global report ranked the Swedish value fashion retailer above rival fast-fashion chain Zara and British department store chain Marks & Spencer. Zara, the leading brand owned by Spanish holding company Inditex, reportedly holds a brand value of 7.8 billion euros and is listed in third place. Marks & Spencer, with a brand value of 4.1 billion euros, holds sixth place.

H&M, Zara and Marks & Spencer are the only fashion retailers to make it into the top ten retail brand ranking, which is primarily dominated by supermarket chains. Eleven other fashion companies are listed in the top fifty European retail brands, which includes; Next (#16), Mango (#17), Bershka (#18), Massimo Dutti (#25), Asos (#29), John Lewis (#39), Debenhams (#45), Primark (#47), Desigual (#48), Sports Direct (#49) and Tous (#50).

Europe is the only region listed were the top spot was taken by a fashion retailer. In North America, Asia and Latin America, supermarket chains Walmart, Woolworths and Natura, were respectively the most valuable brands. Interbrand suggests that the success of the fashion brands "can be attributed to their sheer scale in addition to their unique brand attributes and strategies."

Commenting on the report, Dirk Defenbaugh, managing director of Interbrand Design Forum, said: "The world's best retail brands understand the complex and challenging relationships between analog and digital and have been quick to address changing shopper behaviors. By integrating the physical and virtual, making purchases easier, enhancing service, and using storytelling, these leading brands are re-imaging their offers, and creating unique experiences for consumers that covert browsers into buyers."