By  on December 13, 2012

There's no denying the fact that when it comes to brand awareness, American consumers like to keep things close to home.

In this year’s top-10 list of most-recognized designer brands, Calvin Klein, Tommy Hilfiger and Ralph Lauren take the three top spots—and for good reason. Each of these brands stands for a particular genre of Americana that U.S. consumers react to emotionally, and likely identify with.

Calvin Klein, for instance, is a homegrown megabrand with an offering that spans three retail tiers (designer, bridge and better) and a variety of categories. Even if its namesake founder has long left the company, the brand—under PVH Corp.’s strong management, and with design talent like Francisco Costa, Kevin Carrigan and Italo Zucchelli—continues to provide a sleek and sexy version of American cool. Tommy Hilfiger’s take on preppy-with-a-twist offers a novel vision of East Coast dress codes, and Ralph Lauren, like no other U.S. designer, embodies quintessential luxury rendered through an American lens and peppered with an Anglophile sensibility.


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