Gucci bags profits at the expense of luxury LV

  Louis Vuitton is losing ground as the most valuable brand in the world as a luxury competitors such as

Gucci and Prada profits, says a new research report.

The value of the brand Vuitton 12pc a year ago, dropped to $ 22.7 billion (€ 17.5 billion), Millward Brown

has indicated in its 2013 BrandZ.

While bagging owned by LVMH, the balance between exclusivity and affordability, the report of the most

valuable luxury brand for the eighth year in a row remains to better manage competitors.

The value of the Gucci brand PPR jumped 48pc to $ 12.7 billion, the third class in the list of luxury, while

the value of Prada jumped 63pc $ 9.45bn, in fourth place, Millward Brown Optimor said. Hermes remained in

second place with $ 19100000000, unchanged from the previous year.

As consumers, "to make place for the luxury that they feel better by trading against others, it is the

middle-of-the-road brands feel the effects of this bias," Millward Brown said in a statement.

Rolex, Chanel, Cartier, Burberry, Fendi and Coach completed the top 10 most valuable luxury brands study.

The outbreak of Prada was fastest over 13 categories of Millward Brown measured by 95 out of 100 global

brands. Apple has once again estimated at the forefront with its 1pc to $ 185 billion, according to the

study value.

"Prada brand awareness in China, Russia, Brazil and the Middle East continue to grow," Anastasia

Kourovskaia, Vice President EMEA Millward Brown said.

The study, commissioned by WPP in order, was based on interviews with consumers as well as the analysis of

the performance of the company.