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 think that all anyone really wants in life is to have people understand us for who we actually are, despite everything," says Ruth Negga. The actress talks "Preachers" season 2 and more on WWD.com. #wwdeye (📷: Dan Doperalski)
"That's something that resonates with me too because I'm so locked into a number. If I go over that number it completely ruins my day so it's nice to get detached from the number on the scale." - Chelsea Handler on Kelly LeVeque's book "Body Love." #wwdeye (📷: John Salangsang)