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.
“I’ve struggled my whole life to find a bathing suit that fits me that doesn’t look like a maternity bra. I’m proud of the line because it’s an accurate representation of me rather than me putting on someone else’s clothes,” says @atlantabean of her swimwear collaboration with @piaarrobio, LPA X ATL. The two decided on a swimwear collab and increased the industry standard size for the pieces. Read more about the line — and our interview with de Cadenet Taylor and Arrobio — on WWD.com #wwdfashion
Exclusive: Cate Blanchett has been named the first global beauty ambassador for @armanibeauty. Blanchett has been the face of the brand’s Sì fragrance franchise since 2013, and is now representing all of the label’s beauty categories including makeup and skin care. #wwdbeauty (📷: @zefashioninsider)
“From concept to creation, my goal was to create beautiful pieces, with a variety of sizes, all at affordable prices,” said @joansmalls of the swimwear and intimate apparel she designed for @smartandsexysocial. The collection includes neon laced bras, sheer bodysuits and swimwear separates. The intimates collection will launch in July, while the swimwear collection will be available for purchase on Tuesday at select @walmart stores, walmart.com and smartandsexy.com. #wwdfashion