Consumers Find Brands Important in Buying Decision, Ralph Lauren Takes First Place, Uniqulo Makes First Showing with Men
NEW YORK NY June 28, 2012 - Five years ago, when retailers were sent spiraling from the economic downturn, only 8% of US apparel buyers felt fashion brands and logos were of increasing importance when it came to differentiating their wardrobes. However, in the following years Brand Keys consumer research tells a very different story, especially as to how consumers are making their fashion buying decisions.
Since 2008, the importance of brand names has consistently increased, standing in 2012 at 29%, more than tripling in importance over four years. And consumer expectations continue to rise as shoppers increasingly seek uniqueness in their choice of fashion brands. Taking the top spot is Ralph Lauren / Polo, followed by: one’s favorite sports team, Armani, Nike, and Versace, Chanel, tied for fifth place.