The Attest brand index is a platform agnostic measure of a brand’s total brand equity in the various sectors, as determined by real consumers.
What do we mean by ‘platform agnostic’? We mean the results are not influenced by any particular method of obtaining them, such as looking only at social media mentions, or brand search terms. This reduces bias and provides a much more accurate view of a brand’s strength in any given category.
To determine the fashion brand index, we look at three things.
Percentage of unprompted brand recall within a named category e.g. ‘alcohol’ ‘fashion’ or ‘travel’
How likely a person is to purchase your particular brand (purchase intent)
How likely a person is to recommend your brand (Net Promoter Score)
Our data is gathered every quarter from an online survey sent to a nationally representative panel of 1,000 UK consumers aged 18-65.
Top 20 fashion brand leaders by unprompted brand recall, ranked by total brand equity
Marks & Spencer
181 different brands were named.
A brand had to have 1.1% of unprompted brand recall to be in the Top 20 brands, with the most recalled brand, Next, winning 7.8% of brand recall, compared to Nike and Primark who came in second and third place with 6.3% and 5.7% respectively.
In the top brands mapped in the fashion brand index, the average brand strength score is 102.1. Superdry has the strongest at 147.4, largely due to a strong purchase intent of 84.2%. At the other end of the scale, Chanel had the lowest brand strength of our top 20 brands, with only 27.3, which resulted in part from a negative NPS (the only one in our top 20 brands) of -9.1%.
Within the Top 18 brands, the average total brand equity score is 316.
The overall fashion industry Net Promoter Score is a healthy 40%, increasing marginally to 43.22% for the top 20 brands. As brands are slightly more widely-recognisable, they are also that bit more favourably thought-of.
Here is how people described the fashion brands that came top of mind during unprompted brand recall:
The full report
The report includes:
The UK’s leading fashion brands for awareness, purchase intent and Net Promoter Score
Overall brand strength and total brand equity index
Industry averages and market dynamics
Key takeaways for the UK Fashion industry
This report is based on a nationally representative survey of 1000 people in the UK (aged 18+), surveyed between 1st March 2018 – 6th March 2018.
Our in-house marketing team is always scouring the market for the next big thing. This piece has been lovingly crafted by one of our team members.
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