Ranked: Fastest Growing and Declining Retail Brands, from 2019-2020
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Ranked: The Fastest Growing and Declining Retail Brands, from 2019-2020

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The Fastest Growing and Declining Retail Brands in 2020

The COVID-19 outbreak has led to the savage disruption of retail the world over.

Almost overnight, foot traffic in physical stores disappeared, and supply chains were left scrambled. Now at a major fork in the road, many retailers are forced to make tough decisions that were completely unforeseen.

While some global retail giants are laying down their weapons and filing for bankruptcy, others are innovating to save themselves, serving their customers in new and unexpected ways.

Today’s graphic uses data from Kantar’s Brand Z™ report to illustrate the retailers that are growing through adversity, and those that may struggle to survive.

Editor’s note: The report compares brand value of the top 75 retailers globally between 2020 and 2019, using mid-April as a cut-off date for incorporating latest financial information. Some early effects of the pandemic are incorporated in these calculations, but the pandemic’s impact on retail going forward is uncertain.

Retailers Rising to the Top

The calculation of brand value refers to the total amount that a brand contributes to the overall business value of the parent company.

In this case, it is measured by taking the financial value of a brand (latest data as of mid-April), and multiplying it by the brand’s contribution, or the ability of the brand to deliver value to the company by predisposing consumers to choose the brand over others or pay more for it, based purely on perceptions.

Based on these metrics, activewear brand lululemon is the world’s fastest growing retail brand for the second year running. Famous for its culture of accountability and global community events, the brand has struck the perfect balance between a seamless online and offline experience.

Explore the 10 fastest growing retail brands of 2020 below:

BrandBrand Value 2020
Brand Value % Change
2020 Vs. 2019
Category
Country
lululemon$9.7B40%Apparel🇨🇦 Canada
Costco$28.7B35%Retail🇺🇸 United States
Amazon$415.9B32%Retail🇺🇸 United States
Target$10.6B32%Retail🇺🇸 United States
Walmart$45.8B24%Retail🇺🇸 United States
JD.com$25.5B24%Retail🇨🇳 China
Sam’s Club$6.8B19%Retail🇺🇸 United States
Alibaba$152.5B16%Retail🇨🇳 China
Tanishq$2.8B15%Retail🇮🇳 India
Flipkart$4.7B14%Retail🇮🇳 India

Interestingly, Walmart holds three spots in the ranking as it also owns Flipkart and Sam’s Club. Moreover, the American retail giant purchased a stake in Chinese e-commerce platform JD.com, which has grown from 5% to 12%.

The two brands entered the strategic partnership together with the goal of dominating the Chinese market and surpassing Alibaba.

The Recipe for Retail Success

While every retailer has a unique growth strategy, according to the authors of the report, there are three factors that are undeniably crucial for success.

  • Value: Offering value for money through fair pricing for all products or services.
  • Uniqueness: Having a clear purpose and standing for something that consumers find meaningful.
  • Premium: Being perceived as being worth more than the price consumers pay.

Further, research also suggests that successful brands dominate their respective category when it comes to brand awareness and consistently provide experiences that enrich their customers’ lives, as demonstrated by lululemon.

As retailers continue to shift their focus towards digital transformation, consumers are still finding great value in having the best of both worlds when it comes to combining e-commerce and brick-and-mortar, otherwise known as “brick and click”.

Retailers Struggling to Stay Relevant

Unfortunately, there are several brands that haven’t yet mastered this winning combination, and the ruthless pandemic economy has only emphasized their struggles.

Here are the 10 fastest declining retail brands of 2020:

BrandBrand Value 2020
Brand Value % Change
2020 Vs. 2019
Category
Country
Under Armour$2.6B-34%Apparel🇺🇸 United States
H&M$4.7B-27%Apparel🇸🇪 Sweden
Walgreens$6.8B-26%Retail🇺🇸 United States
Tim Hortons$5.4B-20%Fast Food🇨🇦 Canada
Subway$13.8B-20%Fast Food🇺🇸 United States
Burberry$3.8B-18%Luxury🇬🇧 United Kingdom
M&S$2.5B-18%Retail🇬🇧 United Kingdom
Uniqlo$8.2B-16%Apparel🇯🇵 Japan
Dunkin'$2.4B-15%Fast Food🇺🇸 United States
The North Face$2.4B-14%Apparel🇺🇸 United States

Under Armour’s distribution relies heavily on third party retailers and department stores, so the brand has understandably been negatively impacted by the mass store closures.

While the brand focuses on expanding its personalized and connected fitness product offerings, it faces huge pressure from powerful competitors such as Nike and Adidas who already dominate this space.

A Rising Tide Lifts All Shipments

2020 has instigated a retail renaissance of epic proportions through accelerated digitization and changing consumer values. Ultimately, some brands will be better positioned than others to benefit from these changes.

As retailers begin reopening for business, they are presented with an opportunity to recalibrate the current retail landscape by setting new standards for the industry.

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Misc

Walmart Owns Most of the Supermarkets in Mexico

Walmart’s presence in Mexico is dominant, with over 2,700 stores. How does their store count compare to companies in the region?

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Walmart Owns Most of the Supermarkets in Mexico

The U.S. and Mexico have influenced each other in many ways over the course of their history, through both the exchange of culture and the cross-border trade of goods and services. One lesser-known area of overlap between the two nations? Supermarket ownership.

This graphic from Latinometrics ranks supermarket popularity in Mexico by tallying the number of locations per chain, and showing who owns those brands.

Mexico’s Relationship with Walmart

When it comes to supermarkets in Mexico, no single company comes close to matching the reach of Walmart. Also the world’s largest company by revenue, Walmart has over 2,700 stores in the country, including chains it owns such as Sam’s Club and Bodega Aurrera. The latter is both the largest supermarket within the Walmart category, and also the most popular in Mexico.

Bodega Aurrera was first established in the 1970s, two decades before Walmart entered Mexico’s market directly in 1991. The discount store now has some 2,000 locations across the country.

In fact, it’s almost safe to say that Mexico is Walmart’s second home. After the U.S., which has just over 5,000 stores, the greatest number of Walmart stores reside in Mexico. But on a per capita basis, there are more Walmart-owned stores in Mexico. Specifically, there is about one Walmart-owned store per 47,000 Mexicans, compared to 62,000 for Americans.

CountryNumber of Walmart Stores
USA5,342
Mexico2,755
Central America864
UK*632
China397
Africa414
Canada408
Chile384
Japan*328
India29

Source: Walmart.com, Statista (International figures, January 2022), *Japan/UK figures from January 2021

The company’s presence in Mexico is so strong that Walmart’s Mexico division trades separately on the Bolsa Mexicana de Valores (BMV) under the name Walmex. In March of 2022, Walmex had a market cap above 1.3 trillion pesos, or $64 billion.

Supermarkets in Mexico by Revenue Market Share

Overall, with the thousands of stores that they operate, Walmart’s revenue in Mexico gives it a 68% market share within the country’s supermarket industry.

Other American grocery retailers to make the list include H-E-B, a San Antonio-based chain with stores in northeast Mexico, and Costco, which opened its first Mexican location in 1992 as Price Club (before the companies merged).

Sorianna, the next biggest supermarket operator, holds about 15% of the industry’s market share. It is joined by Chedraui, Casa Ley, La Comer, and Alsuper as Mexico’s biggest domestic grocery chains, with some of them also extending their reach into the Southwest United States.

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Advertising

Ranked: The Reputation of 100 Major Brands in the U.S.

What comes to mind when you think of a good or bad brand? This poll ranks the brand reputation of 100 major companies in America.

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Ranked: The Reputation of 100 Major Brands in the U.S.

Whether you’re a country or a company, brand reputation is crucial. For corporations trying to stand out amongst an array of competitors, name recognition can be make or break.

The Axios Harris Poll polled a nationally representative sample of nearly 43,000 Americans to find out which 100 companies emerge as top of mind—for better or for worse.

How is Brand Reputation Measured?

The polling process started by asking respondents which two companies they felt excelled or faltered in the U.S.—in other words, which companies were the most “visible” in their eyes.

The top 100 brands that emerged from this framework were then judged by poll respondents across seven dimensions, over three key pillars:

  • Character
    Includes a company’s culture, ethics, and citizenship (whether a consumer shares a company’s values or the company supports good causes)
  • Trajectory
    Includes a company’s growth prospects, vision for the future, and product and service offerings (whether they are innovative, and of high quality)
  • Trust
    Does a consumer trust the brand in the first place?

Once these dimensions are taken into account, the final scores portray how these “visible brands” rank in terms of their reputation among a representative sample of Americans:

  • Score range: 80.0 and above
    Reputation: Excellent
  • Score range: 75.0-79.9
    Reputation: Very Good
  • Score range: 70.0-74.9
    Reputation: Good
  • Score range: 65.0-69.9
    Reputation: Fair
  • Score range: 64.9 and below
    Reputation: Poor

Companies with a Very Poor reputation (a score below 50) didn’t make it into the list. Here’s how the 100 most visible companies stack up in terms of brand reputation:

2021 RankCompany2021 ScoreOverall Reputation
#1Patagonia82.7Excellent
#2Honda Motor Company81.6Excellent
#3Moderna81.3Excellent
#4Chick-fil-A81.1Excellent
#5SpaceX81.1Excellent
#6Chewy80.9Excellent
#7Pfizer80.2Excellent
#8Tesla Motors80.2Excellent
#9Costco80.1Excellent
#10Amazon.com80.0Excellent
#11REI79.9Very Good
#12USAA79.2Very Good
#13Wegmans79.2Very Good
#14Subaru79.2Very Good
#15Unilever79.2Very Good
#16Apple79.1Very Good
#17In-n-Out Burger78.7Very Good
#18Toyota Motor Corporation78.7Very Good
#19UPS78.6Very Good
#20PepsiCo78.5Very Good
#21IKEA78.4Very Good
#22Lowe's78.3Very Good
#23Publix Supermarkets78.2Very Good
#24CVS (CVS Health)78.2Very Good
#253M Company78.1Very Good
#26HP, Inc.78.1Very Good
#27Berkshire Hathaway78.0Very Good
#28Hulu77.9Very Good
#29Nestle77.7Very Good
#30The Kroger Company77.5Very Good
#31Samsung77.5Very Good
#32Paypal77.5Very Good
#33FedEx Corporation77.4Very Good
#34Sony77.3Very Good
#35Procter & Gamble Co.77.0Very Good
#36Microsoft76.8Very Good
#37The Walt Disney Company76.7Very Good
#38Netflix76.4Very Good
#39IBM76.3Very Good
#40General Electric76.1Very Good
#41Target76.0Very Good
#42Wayfair75.8Very Good
#43Citigroup75.7Very Good
#44American Express75.6Very Good
#45The Home Depot75.4Very Good
#46Walgreens75.3Very Good
#47Kaiser Permanente75.3Very Good
#48Best Buy75.2Very Good
#49Adidas75.1Very Good
#50Ford Motor Company75.1Very Good
#51Electronic Arts, Inc.74.7Good
#52State Farm Insurance74.7Good
#53Hobby Lobby74.5Good
#54JPMorgan Chase & Co.74.5Good
#55Kohl's74.4Good
#56T-Mobile74.3Good
#57Domino's Pizza73.7Good
#58The Coca-Cola Company73.7Good
#59Goya73.5Good
#60Google73.3Good
#61Verizon Communications73.2Good
#62Nike72.8Good
#63Nordstrom72.8Good
#64Macy's72.3Good
#65Starbucks Corporation72.3Good
#66eBay72.1Good
#67Wendy's72.1Good
#68General Motors72.0Good
#69Royal Dutch Shell71.6Good
#70Yum! Brands71.5Good
#71Dollar General71.4Good
#72Johnson & Johnson71.4Good
#73McDonald's71.1Good
#74Dollar Tree71.1Good
#75Fiat Chrysler Automobiles70.8Good
#76Chipotle70.8Good
#77Bank of America70.5Good
#78Reddit70.4Good
#79Robinhood70.4Good
#80ExxonMobil70.4Good
#81Delta Air Lines70.4Good
#82GameStop69.7Fair
#83Walmart69.7Fair
#84Burger King69.4Fair
#85BP68.2Fair
#86AT&T67.6Fair
#87United Airlines67.4Fair
#88Huawei Technologies67.1Fair
#89JCPenney66.3Fair
#90Uber66.2Fair
#91My Pillow66.0Fair
#92Comcast65.8Fair
#93Twitter63.4Poor
#94TikTok63.0Poor
#95Wells Fargo & Company63.0Poor
#96Sears Holdings Corporation61.2Poor
#97Wish.com60.7Poor
#98Facebook60.0Poor
#99Fox Corporation59.2Poor
#100The Trump Organization56.9Poor

While the ranking itself highlights well-respected and poorly-viewed brands overall, another perspective is to look at which brands shot up in the list, and which ones plummeted.

Fastest Risers in Brand Reputation

Unwavering and bold commitments to the environment has helped Patagonia to top the charts as the #1 brand, rising 31 ranks since 2020. From funneling 1% of sales into environmental donations to ensuring ethical supply chains, Patagonia’s culture, ethics, and citizenship all align with its business model in consumers’ eyes.

With over 33 million COVID-19 vaccine doses administered daily around the world, Pfizer’s contribution to the ongoing immunization progress is undeniable. As a result, its overall ranking has swelled by 54 places since 2020.

Rank in 2021Brand2021 ScoreChange
#7Pfizer80.2+54
#1Patagonia82.7+31
#15Unilever79.2+20
#71Dollar General71.4+19
#43Citigroup75.7+17
#2Honda Motor Company81.6+14
#24CVS (CVS Health)78.2+13
#27Berkshire Hathaway78+13
#50Ford Motor Company75.1+13
#56T-Mobile74.3+13

Dollar General might seem like a surprising addition to this table, but in terms of sheer growth, discount stores are thriving. Across America, dollar stores are opening at a rate of three per day, faster than any Starbucks or McDonalds.

There’s a crucial reason for this: in many rural areas, millions rely on dollar stores for food and other essentials, as the nearest grocery store can be nearly an hour’s drive away.

Biggest Decliners in Brand Reputation

Despite steady revenue growth, Google is among a handful of Big Tech companies whose reputations are backsliding, dropping 36 places in the past year. The outsize power and influence these companies hold is increasingly coming under regulatory scrutiny.

Rank in 2021Brand2021 ScoreChange
#60Google73.3-36
#35Procter & Gamble Co.77-27
#81Delta Air Lines70.4-24
#30The Kroger Company77.5-21
#38Netflix76.4-21
#70Yum! Brands71.5-21
#23Publix Supermarkets78.2-19
#36Microsoft76.8-17
#58The Coca-Cola Company73.7-17
#67Wendy's72.1-17

Although Netflix pioneered the world of streaming, it is now facing stiff competition from emerging subscription services. Amazon’s latest acquisition of Metro-Goldwyn-Mayer (MGM Studios) will especially bolster the content catalog available on Prime Video.

Building a Brand Reputation Doesn’t Come Easy

Near the bottom of the 100 companies leaderboard, the struggles of mainstream media and modern information dissemination are strongly reflected. Despite their diverse audiences and established histories, brand reputations of both Facebook and Fox News have eroded in recent years.

This example highlights how the nature of a brand’s reputation can evolve over time. Building a strong and reputable brand may be subjective, but its effects on consumer loyalty are powerful.

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