THE FAIRCHILD 100 A CORRECTED LIST

To Our Readers:

On Nov. 22, WWD published The Fairchild 100, a special consumer survey of brand awareness and preferences.
For its consumer poll, WWD contracted the services of NPD Group Inc., a highly experienced marketing information company that this newspaper and others have used many times in the past.
Last Friday, however, NPD informed WWD that it had discovered tabulating errors in the survey. According to the company, “In processing responses to the survey, NPD gave insufficient weight to favorite brand status in four of the 12 categories; and some of the L’eggs familiarity and favorite brand data were attributed to Legale. As a result of this, almost every brand ranking has changed.”
NPD president and chief operating officer Rupert Walters said his company was entirely to blame for the errors.
“NPD takes full responsibility for the need to correct the original publication and apologizes to WWD, its readers and its advertisers,” he said in a statement Tuesday.
Because of these errors, WWD will completely republish The Fairchild 100 on Monday, Jan. 24. This corrected coated-stock edition will include a full analysis of the rankings and background on each company, as well as rankings in various categories such as sportswear, designer and jeans.
Today, however, in the interests of fairness and immediacy, we are publishing the accurate list, based on the new data supplied to us Tuesday by NPD. To ensure its accuracy, NPD has subjected both its survey and its processes to what it considers extraordinary scrutiny. The data entry and data processing were re-tabulated and confirmed and checked by separate teams of researchers unrelated to the WWD project. NPD fully stands behind its results.
The Fairchild 100 was begun in 1995. Produced every other year, in conjunction with NPD, the survey is designed to measure consumer brand awareness, utilizing NPD’s standard Home Testing Institute consumer panel, representing a cross section of women 18 to 64.
The editors of WWD take great pride in the accuracy of this newspaper and we regret the publication of misleading information, whatever the source. With the full cooperation of NPD, we have done our best to correct the inaccuracy as soon as possible and to make sure it does not happen again.

1 Timex
2 L’eggs
3 Hanes
4 Hanes Her Way
5 Levi Strauss
6 Nike
7 Liz Claiborne
8 Lee
9 No Nonsense
10 London Fog
11 Seiko
12 Playtex
13 Victoria’s Secret
14 Reebok
15 Gap
16 Fruit of the Loom
17 Wrangler
18 Disney
19 Calvin Klein
20 Ralph Lauren
21 Adidas
22 Bali
23 Nine West
24 Tommy Hilfiger
25 Jantzen
26 Maidenform
27 Eddie Bauer
28 Lands’ End
29 Old Navy
30 Jockey For Her
31 Guess
32 CK Calvin Klein
33 Speedo
34 Bugle Boy
35 Looney Tunes/Warner Bros.
36 Anne Klein
37 Rolex
38 Danskin
39 Vanity Fair
40 Ray-Ban
41 Champion
42 BUM Equipment
43 Totes
44 Chanel
45 Jaclyn Smith
46 Esprit
47 Cherokee
48 L.A. Gear
49 Citizen
50 Casio
51 Arizona
52 Christian Dior
53 Gucci
54 Gitano
55 Jordache
56 Jones New York
57 Bill Blass
58 Gloria Vanderbilt
59 Spalding
60 Wonderbra
61 Converse
62 Catalina
63 Giorgio Armani
64 Swiss Army
65 Pierre Cardin
66 Capezio
67 Swatch
68 Frederick’s of Hollywood
69 Olga
70 Foster Grant
71 Ocean Pacific/OP
72 Oscar de la Renta
73 Warner’s
74 Kathie Lee Collection
75 Banana Republic
76 Burlington
77 Chic/HIS
78 Monet
79 Coach
80 J. Crew
81 Izod
82 Riders
83 Tiffany
84 Donna Karan
85 Timberland
86 Yves Saint Laurent
87 Gold Toe
88 Perry Ellis
89 DKNY
90 Cartier
91 Fila
92 Faded Glory
93 Just My Size by Sara Lee
94 Express
95 Brittania
96 Givenchy
97 Oscar by Oscar de la Renta
98 Union Bay
99 Route 66
100 Bob Mackie

The Top 10 by Category

Jewelry and Watch Brands
1 Timex
2 Seiko
3 Rolex
4 Citizen
5 Casio
6 Swiss Army
7 Swatch
8 Monet
9 Nine West
10 Tiffany

Other Accessories Brands
1 Nine West
2 Ray-Ban
3 Totes
4 Foster Grant
5 Coach
6 Capezio
7 Etienne Aigner
8 Dooney & Bourke
9 Kenneth Cole
10 Louis Vuitton

Pantyhose/Hosiery/Sock Brands
1 L’eggs
2 Hanes
3 No Nonsense
4 Burlington 5Gold Toe
6 Berkshire
7 Round the Clock
8 Hue
9 Trimfit
10 Hot Sox

Intimate Apparel/Sleepwear Brands
1 Hanes Her Way
2 Playtex
3 Victoria’s Secret
4 Fruit of the Loom
5 Bali
6 Maidenform
7 Jockey for Her
8 Vanity Fair
9 Wonderbra
10 Frederick’s of Hollywood

Outerwear and Jacket Brands
1 London Fog 2Eddie Bauer
3 Lands’ End
4 Liz Claiborne Coats
5 Misty Harbor — Rainwear and Outerwear
6 Calvin Klein Coats
7 Columbia
8 Jones New York Coats/Outerwear
9 Anne Klein Coats
10 Woolrich

Swimwear Brands
1 Jantzen
2 Speedo
3 Catalina
4 Anne Klein
5 Body Glove
6 Cole
7 Esther Williams
8 Anne Cole
9 Mossimo
10 Jag

Activewear/Bodywear Brands
1 Nike
2 Reebok
3 Adidas
4 Danskin
5 Champion
6 LA Gear
7 Spalding
8 Converse
9 Fila
10 Russell

Dresses/Suits/Eveningwear Brands
1 Liz Claiborne
2 Kathie Lee Collection
3 Jones New York Dress
4 Jessica McClintock/Gunne Sax
5 Leslie Fay
6 Diane Von Furstenberg
7 Carole Little
8 Vera Wang
9 Kasper Suits
10 Nicole Miller

Designer Brands
1 Ralph Lauren
2 Calvin Klein
3 Tommy Hilfiger
4 Christian Dior
5 Gucci
6 Anne Klein
7 Bill Blass
8 Giorgio Armani
9 Chanel
10 Pierre Cardin

Jeans Brands
1 Levi Strauss
2 Lee
3 Wrangler
4 Gap
5 Old Navy
6 Guess
7 Bugle Boy
8 Arizona
9 Gitano
10 Jordache

Sportswear Brands
1 Liz Claiborne
2 Gap
3 Jaclyn Smith
4 Cherokee
5 CK Calvin Klein
6 Banana Republic
7 J. Crew
8 Izod
9 Timberland
10 Jones New York

Young/Contemporary Brands
1 Disney
2 Looney Tunes/Warner Bros.
3 BUM Equipment
4 Esprit
5 Ocean Pacific/OP
6 Express
7 Hang Ten
8 Palmetto’s
9 Yes Clothing Co.
10 Mossimo

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