The Attest Brand Index is a platform agnostic measure of a brand’s total brand equity in the Fashion sector, 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. ‘Entertainment’, ‘Technology’ or ‘Alcohol’
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.
There have been a fair few changes throughout the top 10 fashion brands, the most significant being that Next have forsaken their top spot to Nike, who are this quarter’s winner of the fashion brand index. Next’s Total Brand Equity score drops from 830 to 750, despite recall rising from 7% to 7.8%. It’s their drop in Net Promoter Score (NPS), from 57.1 to 38.5 that has caused this fall from grace—down to 4th place in Q3.
Nike, on the other hand, have stormed to the top of the table. Their recall has jumped from 6.5% to 8.8%, and NPS is up from 40.0 to 61.4. All this means that their Total Brand Equity has almost doubled over the past 3 months, from 670 up to 1,100.
The only brands to retain their places are Primark in 2nd spot, Zara in 6th, and Adidas in 9th.
Primark remains the brand with the highest Purchase Intent Score, increasing their lead as their score is up from 68.3% to 86.4%. The purse-friendly clothing brand also takes the NPS crown from Superdry this quarter, with scores up from 52.4 to 66.1. These two increases serve to push their Total Brand Equity up from 760 to 900, though this is still not enough to compete with Nike’s lead.
At the other end of the table, Gucci drops down to 10th place from 8th. Despite the Unprompted Brand Recall score rising from 4% to 5.6%, their Purchase Intent score is down from 47.5% to 26.8% and their NPS is the lowest of all the top 10, at just 5.4. It seems that while Gucci is a memorable brand, firmly associated with the fashion industry, their brand doesn’t appeal as a feasible shopping experience for many members of the public.
There’s just one newcomer to the top table this quarter: H&M. The Swedish fashion brand pushed Superdry out of the leaderboard this quarter, ranking in 8th place, with a solid 3% of the share of mind.
Here is how people described the Fashion brands that came top of mind during unprompted brand recall:
The 2018 Fashion Industry Brands Report
The full 2018 report includes:
The UK’s leading Fashion brands for Awareness, Purchase Intent and Net Promoter Score from the start of the year, so you can compare where shifts have occurred over time
Industry-wide averages and market dynamics
Key takeaways for the UK Fashion industry
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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