The Reputations Of Leading Luxury Brands Have Fallen And Why It Matters

Consumers don’t trust brands like they used to, and personal luxury goods brands experienced it too. That is the big takeaway from RepTrak’s latest report measuring how consumers worldwide feel about major global brands, specifically those with $2 billion in revenues and consumer awareness over 20%.

This year was the second in a row when the overall RepTrak Reputation Score declined. It dropped from 74.9 in 2021 to 74.2 in 2022, the first time since 2018 that it declined. And in 2023, the average was down to 73.2 on average.