Move over Hugo Boss and Tommy Hilfiger; there are new, more valuable apparel brands in town.

The former big guns of the brand world are slowly slipping down the ranks of most valuable as savvier, leaner challenger companies shake up the space.

In Millward Brown’s BrandZ most valuable brand ranking for 2016, apparel—despite what quarterly reports might say—was the fastest growing category, up 14 percent to $114 billion. But the brands that made the list aren’t the staid department stores consumers have increasingly become bored with.

Read more at Sourcing Journal.

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