For the fashion industry, the problem is not the drop of sales, but the loss of brand value The COVID-19 pandemic will have important consequences also on the reputation and the value of brands

There are now few doubts about the impact that COVID-19 will have on the fashion industry. In addition to the debate and the controversy over a model, first of all, that of Fashion Weeks, which has now become unsustainable and therefore to be rethought in its entirety, what strikes are the numbers, the data of losses. 
If specifically, adidas has announced a drop in profits of 97% and H&M has announced the closure of seven stores in Italy, different examples that reflect the complex and multifaceted picture that the industry is facing, more generally fashion brands and luxury fashion houses are now facing an unprecedented situation. 

So far, the analyzes and forecasts have been focused on a fundamental aspect of the sector, that of sales, but it is not the only factor to consider when it comes to brands and their value. Today Brand Finance estimates that as a result of the spread of COVID-19, brands will also expect a drop in their value, with losses of up to $1 trillion dollars in total. 

The Global Ranking is led for the third consecutive year by Amazon, the first company to ever exceed the value of $200 billion dollars, a success poised to be confirmed also in the upcoming months, given the strategic position that Jeff Bezos' giant has further gained in these lockdown months. 

It is conceivable that, although it will not be totally disrupted, next year's Global Ranking will reward the realities that have endured the best and that thrived most during the months of the pandemic, first of all, tech companies, streaming services and pharmaceutical industries.