ASOS has become the only UK brand to be included in Kantar’s BrandZ Most Valuable Global Brands 2021 report. As per Fashion Network, the brand has been ranked on the basis of its performance across 51 markets. The rankings show, the value of some of Europe’s biggest brands increased during the year as they continued to increase their investments. The value of apparel category grew 53 per cent as it benefited from shoppers preference for loungewear and athleisure brands such as Lululemon, Nike, Puma and Adidas.

Nike emerged as the fastest growing brand with a 68 per cent increase in brand value followed by Adidas whose value increased by 51 per cent. The third position was bagged by Zara with its value increasing marginally to $21.38 billion. Most of this growth was driven by diversifying channels such as live-streaming content, gamification and subscription models, says Kantar.

The luxury apparel category grew 34 per cent with European brands dominating the luxury rankings. Louis Vuitton emerged as the growing luxury with a 46 per cent year-on-year rise in value. The brand followed by others such as Chanel, Hermes, Gucci and Rolex