Coolest Global Brands List Includes Alexander McQueen and Chanel
Photo courtesy of The Met
Alexander McQueen Sarabande dress (Spring/Summer 2007) from the Costume Institute's Savage Beauty exhibit.
Which is cooler, Aston Martin or Agent Provocateur? What about Google or Alexander McQueen? PlayStation or Chanel?
While the companies may vary in category—from cocktails to technology to footwear, CoolBrands, an organization that classifies and ranks exactly how “cool” a brand is, argues that you can still compare them on a universal scale.
This year’s Top 20 Coolest Global Brands list includes such fashion heavyweights as Chanel, Alexander McQueen, and Vivienne Westwood—but how do they stack up?
McQueen leads the fashion pack at number 11, with Chanel coming in at 15 and Westwood taking the number 17 spot. Agent Provocateur just makes the cut at 18. (Other apparel and accessories brands also rank: Rolex takes the number 4 spot, and Nike lands at number 9.)
"There are inherent factors that are evident in cool brands—things like style, originality, innovation,” Stephen Cheliotis, CoolBrands’ chairman, told the Telegraph.
"If style leaders and the British public think you're cool, from a business perspective it's massively important because what it means is people want you. They want to buy your product, they want to buy your service, and they'll probably pay a premium for it.”
The list was compiled after a panel of 36 “influencers,” or designers and TV, fashion, and music experts (including Nadja Swarovski, Vogue UK's Dolly Jones, and Sadie Frost) offered their ranking, after which 2,000 British people cast their votes.
Get the full list of this year's coolest global brands, and in related news, check out the fashion brands that are dominating the digital space.
