Business

Chilean Falabella is Latin America's retail headliner in brand value

Falabella developed strategies in customer's shopping experience, with a creation of a comprehensive digital platform

Falabella is one of the most important and valuable brands in Chile and Latin America due to development strategies in customer's shopping experience, with a creation of a comprehensive digital platform. Photo: Screenshot/Falabella Instagram
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  • Retail industry showed a 38% increase in its brand value versus 2.6% growth for the rest of industries in general in six Latin American countries
  • Two retailers were in the Top Ten valuable brands: Mexican Bodega Aurrera, which is owned by Walmart, and Chilean Falabella

Kantar, an international research and data consultancy, presented the new study Brandz Latam 2020, that compiles the 50 most valuable brands of six Latin American countries: Argentina, Brazil, Chile, Colombia, Mexico and Peru, which yielded a total value of $134 billion. It represents a 3.1% growth over the $130 billion achieved in 2018, according to America Retail.

Despite not being represented on the overall podium, the sector that made the biggest difference in value growth through 2018 and 2019 was the retail industry, which showed a 38% increase in its brand values, versus 2.6% growth for the rest of industries in general.

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Two brands within this category were in the Top Ten: the Walmart-owned Mexican chain Bodega Aurrera (No. 6, $5.4 billion) and the Chilean Falabella (No. 7, $5,186 billion). America Retail ponders that Falabella is one of the most important and valuable brands in Chile and Latin America due to its strategies in customer’s shopping experience, with the creation of a comprehensive digital platform.

Financial institutions occupied the first positions in the ranking: the Brazilian banks Bradesco (No. 1, $9.5 billion) and Itaú (No. 2, $8.4 billion), which grew 35% compared to last year. In third place was the Mexican beverage company Corona. The beer brand was valued at $7,529 billion, 9% less than 2018, when it was valued at $8,292 billion and ranked No. 1.