Supergroup? With its now established high-street-cool brand Superdry, it has gone from strength to strength, seeing 60% increase in sales in their 3rd quarter and stores popping up everywhere!
JD Sports? They saw an amazing 64% increase in profit and continue to expand their empire of sports/fashion brands whilst keeping their boutique brands such as Size uniquely defined from JD Sports in a time where many retailers are co-branding stores to save on rent and operational costs.
Aurora Fashions? They have continued their brave drive in the fashion sector and posted EBITDA up 36% establishing itself as a true player in the fashion market. An amazing result considering its rocky past.
Apple? With its record quarterly results of $20bn in revenue, its no wonder they can open a second London store to become once again the mecca of all things electro-cool.
All of these brands have achieved amazing results and growth over the past 12 months in what has been an extremely tough market. But for me, there is a quiet winner that creeps on to the top podium for top brand 2010.
Nespresso.
Now I'm not a coffee drinker, but wow! In the words of Seth Godin, what a truly remarkable achievement.
Every major city I travel to around the world now seems to have the upper slices of social society quivering at the very mention of the word, Nespresso. The Limited edition blends helped raise sales by more than 20% and UK sales growth are steaming ahead at 35.5%. And I can see why.
Check list:
1. Celebrity endorsement by one of the coolest men in show biz. Ooooh factor, check!
2. Coffee packaged in metallic capsules merchandised like precious jewels, with something to suit every taste. Mmmm factor, check!
3. Super cool and extensive range of Nespresso machines to choose from. Wow factor, check!
4. Sexy packaging that you just have to have. Addictive, must have, must have factor, check!
5. Stores (or boutiques as they like to call them) that crave your attention and make you want to buy everything. Destination factor, check!
Lets be honest, Nescafe was not a cool brand. Its market place has seen the biggest activity in retail terms in the past 2 decades and is now flooded with orange-mocha-frappacinno brands and is a market that is hard to survive in. Hats off then to Nescafe for fighting back and coming up with something amazing that has captured the imagination of coffee lovers worldwide! 'What else' could you want from a brand?!
Email us and tell us which brand was Top of 2010 for you and we'll put them up in the next blog to see who comes out top!
steve@theyardcreative.com
