Well-known brand names continue to make inroads with consumers when they’re deciding how to spend their money.
In a new survey from Brand Keys, 29 percent of shoppers cite brand names as important to their purchasing decision — a number that has tripled in importance over the past four years. Five years ago, only 8 percent of U.S. apparel buyers felt brands and logos were important.
For the 7,500 men and women who participated in the survey, 39 percent chose Ralph Lauren/Polo as their favorite brand, followed by their favorite sports team at 36 percent, Armani at 34 percent, Nike at 30 percent, and Versace and Chanel tied at 27 percent.
“No matter the category, we see one trend growing — the increasing importance of fashion brands. While it’s true that consumers are not spending recklessly, that very reality is what drives them into the arms of true brands,” said Amy Shea, executive vice president of global brand development for Brand Keys, a brand and customer loyalty research consultancy. RELATED STORY: How Goes the Logo? >>
The other brands in the top 10 were Calvin Klein, J. Crew, Levi’s, Banana Republic, Burberry and Dior and Yves Saint Laurent, which tied for 10th.
There were gender differentiations in the results, however. Among men, 43 percent chose their favorite sports team as their top choice, followed by Nike (38 percent), Ralph Lauren/Polo (36 percent), Armani (32 percent), Tommy Hilfiger (30 percent), Calvin Klein (29 percent), Abercromie & Fitch (28 percent), Lacoste (21 percent) and Brooks Brothers and Banana Republic, tied with 23 percent. Uniqlo made the list for the first time, ranking 12th among male fashion buyers.
Among women, Ralph Lauren topped the list with 41 percent, followed by a favorite sports team (38 percent), Chanel (36 percent), Armani (35 percent), Versace (33 percent), Dior (31 percent), J. Crew (29 percent) and Donna Karan and YSL tied with 25 percent and Burberry and Calvin Klein tied for 10th with 23 percent.
“The rising importance of fashion brands generally, and these fashion brands specifically, indicates that value — or the perception of value via brand — is of much greater import to consumers and, ultimately, to the success of fashion brands,” Shea said. “It’s not surprising that consumers are looking to brands to make a difference, to meet their expectations, and to delight. In the context of fashion brands, value isn’t just what consumers’ dollars buy, it’s how fashion fits consumers’ lifestyle, self-perception, and expectations. This is especially true in a retail marketplace overflowing in excess of similar products, congruous distribution and bargain-basement pricing.”
“What he has done at Vuitton is really exceptional,” said @gameofthrones’ actress Gwendoline Christie on @mrkimjones’ final show for @louisvuitton. “He has rebooted luxury in terms of making it commercial, viable and contemporary. And most importantly artistic. He has never compromised his artistic vision for the sake of commodity.” (📷: @zefashioninsider)
After seeing a demand for men’s wear from its customers, British contemporary women’s wear label @ariesarise has added a men’s wear component and will launch a unisex collection with @mrporterlive. The 20-piece collection includes jackets, denim, logo T-shirts and more with deconstructed ‘90s vibes. Set to launch on January 18, you can shop the pieces on Aries’ website and on mrporter.com. #wwdfashion
“And so spending so much time with a character who thinks like that, inevitability you try and analyze yourself and go back and think about your own demons and dark chapters that you had in your life,” says @thedanielbruhl of his role in TNT’s “The Alienist.” The show, set in the Gilded Age of New York, also stars Dakota Fanning and Luke Evans. Head to WWD.com to read about how 39-year-old Brühl prepared for the role and why he thinks the show is so relevant to today #wwdeye ( 📷: @Eriktanner)
Now that Celine Dion’s collection has topped $10 million in sales, the pop superstar, fashion icon and newly-minted industry player is eyeing growth in Asia. Read the full report by @tiffanyap, link in bio. #wwdnews #celinedion
“My personal philosophy to beauty is paying attention to oneself. I love to be outdoors, lots of fresh air, trying to take care of yourself as best you can. I always notice that comes through,” says Felicity Jones, the global face of @shiseido-owned @cledepeaubeauteus, which launches today. Head to WWD.com to read more about the actress’ love for beauty and how she prepared for her new role in “The Basis of Sex,” playing the young Ruth Bader Ginsburg. #wwdbeauty (📷: @dandoperalski)
Among the familiar faces at @off____white’s show was a surprise figure: Japanese artist @takashipom, pictured here on Wednesday morning. Other show-goers included @jerrylorenzo, who spoke about his upcoming project: a @nike collaboration for back to school, with designs inspired by his childhood on the West Coast. Sitting in the front row were Future, Don Crawley, @miguel and more. See the rest of the photos on WWD.com #wwdeye (📷: Stephane Feugere)
According to @laurentsai, former “Terrace House: Aloha State” cast member, she didn’t know she was auditioning for the Japanese version of “Real World.” “I was telling a couple of my friends and someone’s like, ‘That sounds a lot like Terrace House.’ I was like, ’No it can’t be.’” Turns out, it was. But Tsai isn’t just a reality star — she’s an illustrator who has worked with Starbucks Japan and most recently, she’s dipping her toes into the fashion world. Head to WWD.com to read about her time on the show, modeling and her art. #wwdeye (📷: @danieldorsa)
More changes are coming to New York Fashion Week: Beginning with the spring 2019 collection, @alexanderwangny will move his New York show to June from September, adopting a biannual schedule with collections shown in June and December. Additionally, the @cfda is planning for an official summer/winter fashion season taking place as soon as June and December 2018. Read more about the upcoming changes on WWD.com. #wwdnews #wwdfashion (📷: @slovekinpics)