Levi’s, Ralph Lauren and Wrangler were among the apparel brands retaining a place on Brand Keys’ ranking of the most “patriotic” brands as the nation approaches the 238th anniversary of its founding, but this year’s top 25 list included first-time appearances from the worlds of computers, e-commerce and search engines.
After failing to crack the ranks of the top 25 last year, Apple, Amazon and Google all made the top 10, with Apple finishing in sixth place with a patriotism rating of 90 percent. Amazon and Google weren’t far behind, ranked at eighth (88 percent) and 10th (86 percent). Facebook made its first appearance in 16th place with a 79 percent rating and eBay its inaugural showing at 22nd place with a 73 percent grade.
Brand Keys asked 4,680 Americans aged 16 to 65 to evaluate brands on a series of characteristics. In evaluating the patriotic standing of brands, respondents were advised to use the five branches of the U.S. armed forces as the ideal of 100 percent.
Jeep, first produced during and specifically for World War II, again claimed the top spot in the survey with a rating of 98 percent, followed by Levi Strauss & Co.’s Levi’s brand, second at 97 percent, up from third last year when it rated 95 percent.
Next among fashion and retail brands was Ralph Lauren, which moved to fifth from seventh place a year ago with the same 91 percent mark. Wrangler and the New York Yankees tied for 18th place with 77 percent evaluations.
Because of ties in percentage rankings, 50 brands made the 25 slots on the list.
Robert Passikoff, founder and president of Brand Keys, noted that the survey reflects perception of the “emotional core” of brands rather than countries of origin.
“You would have virtually no American names if patriotism was defined by the countries in which brands are produced,” he told WWD. “The truth is that consumers have come to understand that this is a global economy.”
While offshore production didn’t weigh against apparel brands, New Balance’s “Made in America” sourcing structure was among the factors helping it retain the number-nine position it held last year, Passikoff noted.
Among brick-and-mortar retailers, Wal-Mart finished highest (seventh place with 89 percent, up from 15th place at 81 percent last year), followed by L.L. Bean (15th place at 80 percent versus 14th place at 82 percent) and Sears (23rd place at 72 percent versus 16th place at 80 percent).
Passikoff was impressed but not surprised by the strong first-time rankings of the brands associated with computers, smartphones and e-commerce. Apple, Amazon, Google, Facebook and eBay all appeared on last year’s survey, but none cracked the top 25.
“From desktops to laptops and now extending to tablets and mobile devices, there’s been a major shift in access and usage,” Passikoff said. “These devices and Web sites are becoming part and parcel of the economy.”
“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)