New Brand Finance data reveals Chinese apparel brands are now valued at $12.0 billion, down from $13.3 billion in 2024
BEIJING, 4 September 2025 – Sluggish sales and harsh economic conditions in 2024 contributed to a 10% year-on-year decline among leading Chinese brands, with its combined value now standing at USD12.0 billion, according to the Apparel 50 2025 report by Brand Finance, the world’s leading brand valuation consultancy.
Despite a 15% drop in brand value to USD4.2 billion, Chow Tai Fook retains its position as China’s most valuable apparel brand. The jeweller faced a complex set of challenges in 2024, with weak consumer confidence, falling property prices, and high unemployment rate dampening discretionary spending. Surging gold prices further eroded demand, driving a USD7.2 billion loss in market value and weighing on wholesale revenues in China, its core market.
Interestingly, according to Brand Finance’s research data, the brand’s BSI score rose significantly from 69.6/100 to 81.4/100, boosted by strong familiarity and trust in China, suggesting that consumer perception remains resilient despite short-term financial headwinds.
Anta (brand value down 12% to USD3.4 billion) retains its title as China’s strongest apparel brand with a BSI score of 83.1/100. According to Brand Finance’s research data, the brand’s strength is underpinned by rising familiarity, a stronger reputation, and deeper consumer affinity in its home market.
Despite a slight 2% dip in brand value, Bosideng ranks 45th among the world’s top 50 most valuable apparel brands with a value of USD2.1 billion. Backed by a BSI score of 81.1/100 and an AAA- brand strength rating, Bosideng’s brand value has more than doubled since 2019 (USD939 million), fuelled by its focus on technological innovation, premium positioning, and sustainable fashion initiatives. Specialising in down apparels for 49 years, the brand has led China’s market sales for 30 consecutive years under its dual-focus strategy of fashion-functional-tech apparel and high-performance outerwear. Bosideng’s growth is supported by a focus on product innovation, omni-channel retail expansions, and sustainability, including initiatives under its ‘1+3+X’ ESG strategy and a target to achieve net-zero emissions by 2038.
Scott Chen, Managing Director, Brand Finance China, commented:
"Chinese apparel brands faced a challenging 2024 as weaker consumer confidence and subdued spending contributed to a 10% decline in total brand value. Chow Tai Fook, Anta, and Bosideng were not immune to these pressures, yet rising brand strength scores suggest that consumer trust and familiarity remain resilient despite short-term headwinds."
Global Insights
Nike emerges as the strongest apparel brand globally, with a BSI score of 94.7/100.
Chanel has overtaken Louis Vuitton to become the world’s most valuable apparel brand, following a 45% increase in brand value to USD37.9 billion.
UK sportswear brand Reebok is the fastest-growing apparel brand in 2025, with its brand value rising 79% to USD1.7 billion.
Brand Finance is the world’s leading brand valuation consultancy. Bridging the gap between marketing and finance, Brand Finance evaluates the strength of brands and quantifies their financial value to help organisations make strategic decisions.
Headquartered in London, Brand Finance operates in over 25 countries. Every year, Brand Finance conducts more than 6,000 brand valuations, supported by original market research, and publishes over 100 reports which rank brands across all sectors and countries.
Brand Finance also operates the Global Brand Equity Monitor, conducting original market research annually on 6,000 brands, surveying more than 175,000 respondents across 41 countries and 31 industry sectors. By combining perceptual data from the Global Brand Equity Monitor with data from its valuation database — the largest brand value database in the world — Brand Finance equips ambitious brand leaders with the data, analytics, and the strategic guidance they need to enhance brand and business value.
In addition to calculating brand value, Brand Finance also determines the relative strength of brands through a balanced scorecard of metrics evaluating marketing investment, stakeholder equity, and business performance, compliant with ISO 20671.
Brand Finance is a regulated accountancy firm and a committed leader in the standardisation of the brand valuation industry. Brand Finance was the first to be certified by independent auditors as compliant with both ISO 10668 and ISO 20671 and has received the official endorsement of the Marketing Accountability Standards Board (MASB) in the United States.
Brand is defined as a marketing-related intangible asset including, but not limited to, names, terms, signs, symbols, logos, and designs, intended to identify goods, services, or entities, creating distinctive images and associations in the minds of stakeholders, thereby generating economic benefits.
Brand strength is the efficacy of a brand’s performance on intangible measures relative to its competitors. Brand Finance evaluates brand strength in a process compliant with ISO 20671, looking at Marketing Investment, Stakeholder Equity, and the impact of those on Business Performance. The data used is derived from Brand Finance’s proprietary market research programme and from publicly available sources.
Each brand is assigned a Brand Strength Index (BSI) score out of 100, which feeds into the brand value calculation. Based on the score, each brand is assigned a corresponding Brand Rating up to AAA+ in a format similar to a credit rating.
Brand Finance calculates the values of brands in its rankings using the Royalty Relief approach – a brand valuation method compliant with the industry standards set in ISO 10668. It involves estimating the likely future revenues that are attributable to a brand by calculating a royalty rate that would be charged for its use, to arrive at a ‘brand value’ understood as a net economic benefit that a brand owner would achieve by licensing the brand in the open market.
The steps in this process are as follows:
1 Calculate brand strength using a balanced scorecard of metrics assessing Marketing Investment, Stakeholder Equity, and Business Performance. Brand strength is expressed as a Brand Strength Index (BSI) score on a scale of 0 to 100.
2 Determine royalty range for each industry, reflecting the importance of brand to purchasing decisions. In luxury, the maximum percentage is high, while in extractive industry, where goods are often commoditised, it is lower. This is done by reviewing comparable licensing agreements sourced from Brand Finance’s extensive database.
3 Calculate royalty rate. The BSI score is applied to the royalty range to arrive at a royalty rate. For example, if the royalty range in a sector is 0-5% and a brand has a BSI score of 80 out of 100, then an appropriate royalty rate for the use of this brand in the given sector will be 4%.
4 Determine brand-specific revenues by estimating a proportion of parent company revenues attributable to a brand.
5 Determine forecast revenues using a function of historic revenues, equity analyst forecasts, and economic growth rates.
6 Apply the royalty rate to the forecast revenues to derive brand revenues.
7 Discount post-tax brand revenues to a net present value which equals the brand value.
Brand Finance has produced this study with an independent and unbiased analysis. The values derived and opinions presented in this study are based on publicly available information and certain assumptions that Brand Finance used where such data was deficient or unclear. Brand Finance accepts no responsibility and will not be liable in the event that the publicly available information relied upon is subsequently found to be inaccurate. The opinions and financial analysis expressed in the study are not to be construed as providing investment or business advice. Brand Finance does not intend the study to be relied upon for any reason and excludes all liability to any body, government, or organisation.
The data presented in this study form part of Brand Finance's proprietary database, are provided for the benefit of the media, and are not to be used in part or in full for any commercial or technical purpose without written permission from Brand Finance.
