This issue marks the return of the WWD100 brand awareness survey, which was last done in 2008. There have been numerous seismic changes in the apparel and accessories industries and in the world at large, not the least of which was a global recession affecting all aspects of commerce and consumer attitudes and shopping habits. Many familiar brands have withstood the challenges and placed among the 100 brands that American women know best.
As always, the brands that spend the most on advertising and marketing and have the widest distribution—largely in mass-retail channels—score the highest. But don’t count out the impact of sex, celebrity endorsement, a well-placed mention on the red carpet or even some controversial headlines to get a brand noticed.
A Stella McCartney sketch of a custom dress made from protein-based silk in partnership with biotech lab Bolt Threads. The dress will be displayed at The Museum of Modern Art's upcoming design exhibition, "Items: Is Fashion Modern?"