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Louis Vuitton is once again the world’s most valuable fashion brand, based on its financial performance and ability to both influence customer choice and command premium prices.

The luxury label featured in 19th position on Interbrand’s Best Global Brands 2017 list, the highest ranking for any fashion company. It was preceded by tech brands – Apple, Google, and Microsoft held the top three positions.

Vuitton was followed by Hermès at 32 and then Gucci at 51. According to the Business of Fashion, Burberry dropped three places to 88, while Prada fell 13 places to 94. Dior came in at 95, while Ralph Lauren just missed out on a place in the top 100, having been ranked 98th last year.

“Louis Vuitton has connected the brand into culture,” said Rebecca Robins, global director at Interbrand and co-author of “Meta-Luxury”.

“When we look at Louis Vuitton, Gucci, Hermès what is the magic with these brands? Not only are they going strong operationally, but it’s their relationship between brand and culture and they are doing it in a way that is of the moment and relevant but also sustainable,” added Robins citing its recent Supreme collaboration. “It’s not a flash-in-the-pan. It’s well thought through, strategically driven and delivered with the strength of their conviction.”

Vuitton manages to appeal to rising cool starlets, as well as more established names. Sophie Turner, Sasha Lane, Zendaya, Alicia Vikander and Ruth Negga are all fans, and it was one of the first brands to harness the promotional powers of the cast of Stranger Things. However, it’s also supported by Hollywood veterans such as Michelle Williams, Catherine Deneuve and Jennifer Aniston. French First Lady Brigitte Macron is also seen regularly wearing Vuitton.

From: Harper’s BAZAAR UK