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Ranked: The top luxury brands in Africa

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Fashion label Louis Vuitton has been rated the top luxury brand by a sample of African millionaires.

The survey was conducted by New World Wealth, with the sample comprising wealthy individuals from South Africa, Kenya, Nigeria, Ghana, Zambia, Angola and Mozambique. Criteria for rating the brands included exclusivity, quality and reputation. Semi-luxury brands – such Lacoste, Mercedes and Jaguar – were excluded from the study.

Overall luxury ratings (men and women) 2015
RankBrandFocus
1Louis VuittonHandbags
2ZegnaMens clothing
3Paul SmithMens clothing
4L'Occitane en ProvenceBath and shower products
5PorscheSports cars

The leading clothing and accessory brand among men is Ermenegildo Zegna, the Italian fashion house. In 2013 Zegna opened its first sub-Saharan Africa outlet in Lagos, Nigeria; it has since also expanded to South Africa. Women selected Louis Vuitton, Gucci and Prada as some of their favourite clothing and accessories labels.

Top rated clothing & accessory brands for men 2015

RankBrandFocus
1ZegnaMens clothing
2Paul SmithMens clothing
3Hugo BossMens clothing
4DunhillMens clothing and accessories
5CanaliMens clothing

Top rated clothing & accessory brands for women 2015
RankBrandFocus
1Louis VuittonHandbags
2GucciClothing & accessories
3PradaClothing & accessories
4Dolce & GabbanaClothing & accessories
5HermèsClothing & accessories

Porsche was picked as the top car brand, followed by Ferrari, Aston Martin, Rolls-Royce and Range Rover. In 2013 Porsche announced it is planning to expand its presence across sub-Saharan Africa. It launched an online platform for investors to apply to become Porsche importers.

Top rated luxury car brands (men and women) 2015
RankBrandFocus
1PorscheSports cars
2FerrariSports cars
3Aston MartinSports cars
4Rolls-RoyceLuxury sedans
5Range RoverSUVs

In recent years the super-luxury watch market has seen significant growth in Africa, according to New World Wealth, with popular brands including Patek Philippe, Breguet and Ulysse Nardin. Prices for these super-luxury watches start at around US$10,000.

New World Wealth says watches are a status symbol for men. “Watches have become to men what diamonds are to women,” commented one retailer. Other reasons for the popularity of super-luxury watches are their portability and the fact that top-end timepieces hold their value reasonably well.

Overall super-luxury watch ratings (men only) 2015
RankBrand
1Patek Philippe
2Breguet
3Ulysse Nardin
4A. Lange & Söhne
5Franck Muller

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