"Accounting for 47 per cent of the total value in Top 50 Most Valuable French Brands 2019 ranking, the luxury sector demonstrates the powerful position of traditional fashion houses within the country's corporate landscape. The rankings, released by WPP and Kantar, boasts of six new entries along with legendary brands Louis Vuitton, in the first position, Chanel at second and Hermes third. The new entries include: Céline at the 38 position, Van Cleef & Arpels 43rd , Vichy at 41st , Tefal on 46th Carte D’Or on 44th and Maisons Du Monde on the 49th position."

Accounting for 47 per cent of the total value in Top 50 Most Valuable French Brands 2019 ranking, the luxury sector demonstrates the powerful position of traditional fashion houses within the country's corporate landscape. The rankings, released by WPP and Kantar, boasts of six new entries along with legendary brands Louis Vuitton, in the first position, Chanel at second and Hermes third.

Low innovation score dips total brand value

The new entries include: Céline at the 38 position, Van Cleef & Arpels 43rd , Vichy at 41st , Tefal on 46th Carte D’Or on 44th and Maisons Du Monde on the 49th position. The total value of top 50 brands rose 12 per cent, which though significantly ahead of the 2.3 per cent increase in the country's GDP, is less compared to the 21 per cent rise in total brand value seen in the BrandZ Global Top 100 Brands earlier this year.

A primary reason for this is comparatively low perceived innovation score for France's top brands. Taking 100 as the benchmark for this measure, the Top 50 most valuable French brands average 103 compared to 113 for both BrandZ Global Top 50 and the US Top 50 rankings.

Innovating with responsibility

Some French brands are emphasising on innovation by encouraging staff to act as brand ambassadors on social media and providing opportunities for consumers to test products. The number of brands that aim to be socially responsible has also grown 14 per cent over the past year, double the rate for brands that are low scorers. Brands in the Top 10 for CSR include: Decathlon, Michelin, Air France and Credit Agricole.

Trend alert

One of the best ways brands can boost innovation is through partnerships between traditional and new brands. The BrandZ French Top 50 study highlighted a few industry trends that included:

Dior, with its growth of 58 per cent over the last year, was the fastest riser in the ranking with Rémy Martin growing 39 per cent and Saint Laurent by 34 per cent.

French shoppers are opting for quality over quantity. From 29 per cent, the percentage of shoppers who preferred better fresh produce has grown to 33 per cent.

French consumers who preferred online shopping have reached 34 million, increasing 13 per cent over last year.

Technology and fashion are the most preferred sectors for online shopping

Shoppers are seeking ways to support local food producers with 58 per cent opting for local products.

Commissioned by WPP, the valuation behind the BrandZ™ Top 50 Most Valuable French Brands was conducted by brand equity research experts Kantar Millward Brown. The methodology is similar to the one used to calculate the annual BrandZ Top 100 Most Valuable Global Brands ranking, which is now in its 13th year.