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.
@deciem is all about transparency and approachability. At this year’s WWD Digital Beauty Forum, the brand's co-CEO @nicolakilner said talking to customers directly about the ingredients in products and how they work is key. #wwdsummits #wwdbeauty
‘We didn't know how relevant our film would be when we were making it. When Steven [Rogers] wrote the script Trump wasn't president, class divide in America wasn't as evident as it is now, though it was present. The Time’s Up movement hadn't began and the way we look at women and treat women who speak out — thankfully that is something that seems to have shifted in the last year. I think we just need to continue making art that provokes the conversation and do what we can,’ said ‘I, Tonya’ actress @margotrobbie. Head to WWD.com to see all the celebrities who walked the red carpet @bafta #timesup #wwdeye (📸: Neil Hall)
Gemma Arterton is joined on the @bafta’s red carpet by Eileen Pullen and Gwen Davis, the two women who started the fight for the pay-gap. ‘They represent a normal person speaking out for what is right. Speak out, we will listen and anyone can speak out,’ said Arterton. #eebaftas #timesup #wwdeye (📸: David Fisher)