(C) Apparel Resources

SEOUL — In a shifting global economy, the divide within the luxury market is becoming more pronounced. As consumers tighten their belts, they are paradoxically gravitating toward the most expensive, "bulletproof" brands. According to the "2025 Global Luxury 50" report released by Brand Finance on December 30 (local time), Chanel has officially overtaken Louis Vuitton to become the world’s most valuable fashion luxury brand.

The Victory of Ultra-Premium Pricing
Chanel’s brand value soared by 45% over the past year, reaching $37.9 billion (approx. 53 trillion KRW). This surge propelled the brand to the No. 2 spot overall and No. 1 in the fashion category, pushing long-time leader Louis Vuitton ($32.9 billion) down to third place.

Industry analysts attribute this success to Chanel’s aggressive "high-price strategy." Despite frequent price hikes since the pandemic, the brand has maintained its "Open Run" phenomenon (customers lining up before stores open). Brand Finance noted that Chanel is no longer perceived as a mere fashion label but as a provider of "heritage," effectively breaking through the psychological price resistance of consumers.

Safe Havens vs. Fading Trends
The report highlights a clear "Luxury Polarization." While heritage brands thrived, trend-heavy brands struggled. Gucci, once the darling of Gen Z, saw its brand value plummet by 24% to $11.4 billion, dropping from 5th to 9th place. This decline is linked to the economic slowdown in China and a decrease in the purchasing power of younger demographics.

In contrast, Rolex climbed to 5th place with a 36% increase in value. In an uncertain economy, Rolex watches are increasingly viewed as "liquid assets" rather than mere accessories, serving as a hedge against inflation. Meanwhile, Guerlain returned to the Top 10 for the first time since 2021, fueled by the "Small Luxury" trend, where consumers seek psychological satisfaction through high-end beauty products.

France Dominates, Porsche Holds the Crown
Despite the shake-up in fashion, German automaker Porsche maintained its position as the world’s most valuable luxury brand for the eighth consecutive year, with a valuation of $41.1 billion.

Geographically, France continues to dominate the luxury landscape. Out of the top 10 global brands, six—Chanel, Louis Vuitton, Hermès, Dior, Cartier, and Guerlain—are French. Experts suggest that in times of recession, the "winners" are those that offer high resale value and a sense of timeless investment, rather than fleeting seasonal appeal.