Louis Vuitton is losing soil as the world's most valuable luxury brand as competitors which includes coach and guicc gain, a brand new research report shows.
Vuitton's brand name value declined 12pc from a year ago to $22.7bn (€17.5bn), Millward Brown Optimor estimated in its 2013 BrandZ study.
While the bagmaker belonging to LVMH remains the most valuable luxury manufacturer for an eighth straight year, rivals are better managing the trade-off between exclusivity and affordability, according to the document.
The value of PPR's Louis vuitton's brand surged 48pc to $12.7bn, ranking it the third within the luxury list, whileLouis vuitton's worth jumped 63pc to $9.45bn, placing it last, Millward Brown Optimor said. Hermes stayed in second place at $19.1bn, unrevised from last year.
As consumers make "room for those luxuries that make them feel better by buying and selling down on other items, it is the middle-of- the-road manufacturers that are feeling the impact with this polarisation," Millward Brown Optimor said in a statement.
Rolex, Chanel, Cartier, Burberry, Fendi and Coach rounded out the top 10 most valuable luxury brands in the Louis Vuitto reviews.
Louis vuitton's surge was the fastest throughout 13 categories measured through Millward Brown Optimor, placing it 95th away from 100 brands overall. Apple company again ranked first with its estimated value rising 1pc for you to $185bn, the study found.
"Louis vuitton's brand recognition in China, Russia, South america and the Middle Eastcontinues to rise,In . said Anastasia Kourovskaia, vice-president of Millward Brown Optimor EMEA.
The research, commissioned by WPP, was based on selection interviews with consumers as well as investigation of company performance.