Hamish McRae: No one does luxury like Europe but it takes more to spur growth

Economic View

So what is Europe good at, aside from being world leader in creating unemployment? Those figures at the end of last week showing unemployment in the eurozone rising yet further, to 12.2 per cent, with youth unemployment topping 40 per cent in Italy, Portugal and Spain, make one wonder how on earth much of Europe will manage to avoid a lost decade of opportunities, particularly for its young.

But there is another Europe, one of success – and not just in the perceived successful regions such as Germany and Scandinavia. At a macro-economic level, there have been huge errors, and the eurozone is experiencing its second year of economic contraction. But if you look at European companies, they have an extraordinary strength in one area: luxury goods.

That is an area that happens to be the fastest-growing segment of consumer spending. So there is a paradox. Europe, which has the lowest differentials of income in the world, is also the most adept at creating goods for top-end consumers.

One way of measuring commercial strength is to look at the value of brands. Every year Interbrand, a consultancy specialising in services for such companies, does a tally of such value, and I have shown a shortened version of its top 100 brands in the graph.

The top eight, as you can see, are all American. Then come Samsung and Toyota, then Mercedes and BMW. After that, the graph picks out only the luxury brands but, with the exception of Tiffany and Ralph Lauren, they are all European. It depends a bit on how you define luxury, but something like 70 per cent of the luxury goods in the world originate in Europe.

This is a very good segment of the market. The main study of the growth of luxury items is done by Bain, the management consultants, and the latest one is just out. Bain has a rather narrower focus because it does not include cars and some other top-end products, but looks more at perfumes, accessories and top-end clothing.

It estimates that global sales of such personal luxury goods are running at more than $200bn (£132bn) a year, and this year will be up 10 per cent. As you might expect, home sales – that is sales in Europe – are struggling. But US consumers are rediscovering luxury, and of course the emerging world has carried on with double-digit increases in demand.

Looking ahead, Bain sees the global luxury market continuing to grow at a rapid rate for at least another decade. This seems sensible as wealth spreads more widely and the newly affluent seek to display their success.

We in Britain have not been as successful as continental Europe in building luxury brands in the sense that we do not have a Mercedes or a BMW – Jaguar Land Rover is doing wonderfully well under its Indian ownership but it is tiny by comparison. Nor do we have a Gucci or a Cartier, though Burberry does feature on the Interbrand list, and that is a tribute to the way the brand has been nurtured and developed over the past 15 years. But the broader point stands that in brand terms, Britain is a part of Europe – even if we have to go abroad to get the talent to develop our brands and shape them for the global market place.

Europe's ability to create top-end brands in a way that the US, Japan and the Brics don't seem to be able to do raises a string of questions. One is whether Europe can continue to develop this competence, or whether we will find ourselves challenged by brands created in China and beyond. Can we retain leadership? I think the answer is probably yes. Go back 30 years and many expected Japan to create global luxury brands. But while it has created very good luxury products – Lexus cars, some Suntory whiskies, for example – it has not really created any true luxury brands.

A second is whether Europe can extend luxury brands from goods to services. I think the answer again is yes. Indeed to some extent it is already doing that. Look, for example, at the top brands in football: all European. But continental Europe is lagging in some other areas. Take top-end education services: only the UK can challenge the Americans in the university league tables, though continental business schools do rank highly. As the balance of global trade shifts from goods to services, a clear priority for Europe is to try to develop luxury service industries alongside its luxury goods business.

A third question is whether top end will really go on growing. Here I feel the answer is probably yes. The demand for luxury goods and services is driven by the numbers of people able to afford them. It depends on how you define it but the global middle class is expanding by something like 50m a year. That expansion pushes up people at the top end of middle class towards defining themselves by buying luxury goodies, and it is hard to see that expansion of the global middle class slowing down for another decade at least.

There is a huge amount of work going on, not least by Bain, on what the trends will be: why Generation Y is different to Generation X, and what Generation Z (the under 20s) will want. But the main point here is that the taste for luxury in the emerging world is massive, and will drive onwards.

There must be a real concern for Europe, however. And that is: is the luxury trade big enough to sustain growth and employ its young people? The answer to that is evidently no. Europe can do luxury, but it needs to do more than that to rekindle growth.

News
people
Arts and Entertainment
Joel Edgerton, John Turturro and Christian Bale in Exodus: Gods and Kings
film Ridley Scott reveals truth behind casting decisions of Exodus
News
people
Sport
footballArsenal 2 Borussia Dortmund 0: And they can still top the group
PROMOTED VIDEO
Arts and Entertainment
An unseen image of Kurt Cobain at home featured in the film 'Kurt Cobain: Montage of Heck'
filmThe singers widow and former bandmates have approved project
News
Andy Murray with his girlfriend of nine years, Kim Sears who he has got engaged to
peopleWimbledon champion announces engagement to girlfriend Kim Sears
Arts and Entertainment
Jake Quickenden and Edwina Currie are joining the I'm A Celebrity...Get Me Out Of Here! camp
tv
Arts and Entertainment
George Mpanga has been shortlisted for the Critics’ Choice prize
music
News
Albert Camus (left) and Jean-Paul Sartre fell out in 1952 and did not speak again before Camus’s death
people
Arts and Entertainment
Roisin, James and Sanjay in the boardroom
tvReview: This week's failing project manager had to go
News
ebooksNow available in paperback
News
Ed Miliband visiting the Holocaust museum in Jerusalem. The Labour leader has spoken more openly of his heritage recently
newsAttacks on the Labour leader have coalesced around a sense that he is different, weird, a man apart. But are the barbs more sinister?
Arts and Entertainment
'Felfie' (2014) by Alison Jackson
photographyNew exhibition shows how female creatives are changing the way women are portrayed in advertising
News
i100
Life and Style
Fright night: the board game dates back to at least 1890
life
Environment
The vaquita is being killed by fishermen trying to catch the totoaba fish, which is prized in China
environmentJust 97 of the 'world's cutest' sea mammals remain
Latest stories from i100
Have you tried new the Independent Digital Edition apps?
Independent Dating
and  

By clicking 'Search' you
are agreeing to our
Terms of Use.

iJobs Job Widget
iJobs Money & Business

Langley James : IT Support; Helpdesk, VMware; Manchester, £18k

£16000 - £18000 per annum: Langley James : IT Support; Helpdesk, VMware; Manch...

h2 Recruit Ltd: Business Development Manager - HRO - £70k+ ote

£35000 - £450000 per annum + £3k car, £70k ote: h2 Recruit Ltd: Do you want to...

Citifocus Ltd: Newly Qualified Accountants - Risk Mgmt

£Attractive Package: Citifocus Ltd: Prestigious financial institution seeks to...

Citifocus Ltd: Operational Risk Analyst

£Negotiable: Citifocus Ltd: Experienced operational risk professional with ban...

Day In a Page

Cameron, Miliband and Clegg join forces for Homeless Veterans campaign

Cameron, Miliband and Clegg join forces for Homeless Veterans campaign

It's in all our interests to look after servicemen and women who fall on hard times, say party leaders
Millionaire Sol Campbell wades into wealthy backlash against Labour's mansion tax

Sol Campbell cries foul at Labour's mansion tax

The former England defender joins Myleene Klass, Griff Rhys Jones and Melvyn Bragg in criticising proposals
Nicolas Sarkozy returns: The ex-President is preparing to fight for the leadership of France's main opposition party – but will he win big enough?

Sarkozy returns

The ex-President is preparing to fight for the leadership of France's main opposition party – but will he win big enough?
Is the criticism of Ed Miliband a coded form of anti-Semitism?

Is the criticism of Miliband anti-Semitic?

Attacks on the Labour leader have coalesced around a sense that he is different, weird, a man apart. But is the criticism more sinister?
Ouija boards are the must-have gift this Christmas, fuelled by a schlock horror film

Ouija boards are the must-have festive gift

Simon Usborne explores the appeal - and mysteries - of a century-old parlour game
There's a Good Girl exhibition: How female creatives are changing the way women are portrayed in advertising

In pictures: There's a Good Girl exhibition

The new exhibition reveals how female creatives are changing the way women are portrayed in advertising
UK firm Biscuiteers is giving cookies a makeover - from advent calendars to doll's houses

UK firm Biscuiteers is giving cookies a makeover

It worked with cupcakes, doughnuts and macarons so no wonder someone decided to revamp the humble biscuit
Can SkySaga capture the Minecraft magic?

Can SkySaga capture the Minecraft magic?

It's no surprise that the building game born in Sweden in 2009 and now played by millions, has imitators keen to construct their own mega money-spinner
The King's School is way ahead of the pack when it comes to using the latest classroom technology

Staying connected: The King's School

The school in Cambridgeshire is ahead of the pack when it comes to using the latest classroom technology. Richard Garner discovers how teachers and pupils stay connected
Christmas 2014: 23 best women's perfumes

Festively fragrant: the best women's perfumes

Give a loved one a luxe fragrance this year or treat yourself to a sensual pick-me-up
Arsenal vs Borussia Dortmund: Alex Oxlade-Chamberlain celebrates century with trademark display of speed and intuition

Arsenal vs Borussia Dortmund

The Ox celebrates century with trademark display of speed and intuition
Billy Joe Saunders vs Chris Eubank Jnr: When two worlds collide

When two worlds collide

Traveller Billy Joe Saunders did not have a pampered public-school upbringing - unlike Saturday’s opponent Chris Eubank Jnr
Homeless Veterans Christmas Appeal: Drifting and forgotten - turning lives around for ex-soldiers

Homeless Veterans Christmas Appeal: Turning lives around for ex-soldiers

Our partner charities help veterans on the brink – and get them back on their feet
Putin’s far-right ambition: Think-tank reveals how Russian President is wooing – and funding – populist parties across Europe to gain influence in the EU

Putin’s far-right ambition

Think-tank reveals how Russian President is wooing – and funding – populist parties across Europe to gain influence in the EU
Tove Jansson's Moominland: What was the inspiration for Finland's most famous family?

Escape to Moominland

What was the inspiration for Finland's most famous family?