Since 1993, WWD has been monitoring consumer awareness with biennial
surveys that reveal the most-recognizable names in fashion, according to U.S. consumers. The current poll is WWD’s sixth survey of consumer awareness and, as in the past, brands are ranked against each other to select the top 100, as well as by category to select the top 10 within a given market (designer, accessories, et al).
In order to determine the most-recognizable 100 brands, WWD commissioned Synovate, a global market research firm based in Tarrytown, N.Y., to conduct the national survey.
The sample for the study was selected from Synovate’s consumer mail panel to represent a cross section of women aged 18 to 64, with household incomes of $35,000 or more; Hispanic women aged 18 to 64, with household incomes of $35,000 or more; female teens 13 to 17, and upper-income households ($100,000 or more, if dual income, $75,000 or more if single income).
Participants were sent a seven-page questionnaire that contained 674 pre-listed brands of apparel and accessories divided into 12 categories. Some brands were listed in more than one category.
Of the 5,330 respondents selected, 2,320, or 44 percent, returned a completed questionnaire. The margin of error for the survey is plus or minus 5 percent.
Respondents were asked, “How familiar are you with each brand listed?” The possible responses were “very familiar,” “somewhat familiar,” or “not at all familiar.” The results are a straightforward list ranking brands based on the percentage of women aware of each brand.
One further note regarding methodology. In the overall top 100 ranking, there were several brands that could appear on the list more than once because they were included in the survey in more than one category and had high awareness in more than one category. Where these “duplicates” have been found, the brand is included only once in the WWD100, based on the one category that had the highest percentage of women aware of that brand.
There are three ties in this year’s rankings, so where two brands have the identical awareness level, they were given the same numeric position, actually creating a list of 103 brands in 100 slots.
Also, all volume figures listed, unless otherwise stated, are for wholesale activity.