The new Elite European brands of 2021 are named in the new RetailX Brand Index, now available to download.
Adidas, H&M, L’Occitane, Nike and Sephora top this year’s list, published in association with Tealium.
This year’s Elite have outperformed over a 12 month period that has been marked by pandemic disruption.
RetailX chief executive Ian Jindal says: “Make no mistake, the way that shoppers buy from brands changed enormously over the last year as they both shifted online to buy during the Covid-19 pandemic - and to buy directly from the brands they know and trust.
“The results have been visible in brands’ trading figures over the last year – with online growing quickly for brands, while wholesale business that was previously done via third-party retailers, both online and offline, went into retreat. But now that shops are open once more and customers are starting to return to workplaces and city centres, what has changed long-term?” The report assesses the practical steps that brands have taken in order to respond to that disruption - and considers whether changing customer behaviour is a short term reaction – or will persist long-term.
The Brand Index identifies the leading brands that sell across Europe, ranked on both size and performance across the six RetailX dimensions: Strategy & Innovation, the Customer, Merchandising, Brand Engagement, Operations & Logistics and Mobile & Crosschannel. The resulting performance-led analysis is designed to be used as a tool for brands of all sizes to benchmark their performance against that of their competitors, both in the markets and sectors that they serve, and by taking inspiration from what works in other sectors and other markets.
The report lists the leading 500 European brands, and brings readers up to date with an overview of how the way brands trade has changed in the last year, RetailX analysis of the six performance dimensions, illustrated both through easy-to-read RetailX graphics and through case studies of brands from across the index– from Nike and Sephora to Pandora, Hotel Chocolat, and Tommy Hilfiger.
Explore and download the RetailX Brand Index 2021 here.