from the hip

The Swedes deserve special attention today. Two of their international brands, H&M and IKEA, both fabulous successes internationally, came out on top in a study of European brand names.

H&M is Europe’s second biggest clothing chain. On Thursday it was named Europe’s most valuable brand, beating such rivals as Zara and the British chain store Marks and Spencer. Financial Times writes:

The Swedish-based chain’s brand has a value of €10.37bn, according to the first ever rankings of European retailers by Interbrand, the brand consultants. It is well ahead of the rest of the pack, with runner-up Carrefour valued at €6.6bn.

And, not only that, IKEA, the world famous furniture store, placed at the number three spot on the same list, with a brand name value of €6,5 billion! In addition, that is only the brand name value in Europe – IKEA is a brand name in the US and other parts of the world as well. A great sucess for Sweden!

Here is the complete list of the top European brands:

Copyright The Financial Times Limited 2008

Every day in American news media there are several commenter saying that the crisis will soon be over. And among the most positive are the real estate agents and real estate firms.

No wonder. They make most of their income when the housing market is bullish. But is it going to be up this year? Is it over? Is it really only a crisis in the sub-prime loan market and some associated financial instruments, so that all it takes is a few write downs, a reduction in the interest rates, and a little time, and then it will all be over?

Well. It depends a little on what you mean by a few write downs then.

An article in the Financial Times, entitled America’s economy risks mother of all meltdowns, refers to Prof Roubini, who states:

Step one is the worst housing recession in US history. House prices will, he says, fall by 20 to 30 per cent from their peak, which would wipe out between $4,000bn and $6,000bn in household wealth. Ten million households will end up with negative equity and so with a huge incentive to put the house keys in the post and depart for greener fields. Many more home-builders will be bankrupted.

So, yeah, if 4.000 to 6.000 bn, or something even near that, is a little. Or, compare that to the following from Wall Street Journal:

Merrill Lynch economist David Rosenberg, one of the most bearish Wall Street economists, says to look past the 1990-91 recession as a guide to the current downturn. The key difference: the depth of home-price declines.Mr. Rosenberg says in a note to clients that the current downturn is hitting more broadly than the credit crunch and real estate meltdown in the 1990-91 recession, which lasted eight months (as did the mild 2001 contraction). Home prices today are falling in 85% of the country vs. 40% during that period, he notes. When prices hit bottom in 1992, the inventory of new and existing homes for sale was at 7 months of supply. Now it’s at 10 months’ supply “with no improvement in sight,” says Mr. Rosenberg, who was among the first economists to forecast a 2008 recession. He sees average prices nationwide dropping 20% to 30% more, on top of the 11% decline since the 2006 peak.

And this, of course, is really the start of it all. Both talk about 20-30% drop in housing prices. That’s pretty substantial. And, this is when the negative wealth effect kicks in, because people that have lost 3.000, 4.000 or 6.000 bn dollar are not going to be spending quite as much as they did before they lost their money.

I think 2008 will not see any improvements at all. Rather I think we have only just begun to see the bad news of 2008.