Last year’s ranking: 4
Overall Brand Value: Up 23% to $6.823 billion
Dupreelle thought this was one of the most interesting stories of the year. After an 11% decrease in value last year, Chanel came roaring back. While they were one of the last online hold-outs, when Chanel did take it digital they set the bar high for luxury brands in the future. They are very careful about how they sell (you won’t find a Chanel bag online), and have managed to keep the exclusivity of the brand intact while having a strong digital platform.