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 22 Fashion Brand Leaders by unprompted brand recall, ranked by Total Brand Equity:
- New Look
- River Island
- Ralph Lauren
- Ted Baker
- Levi Strauss
- George at ASDA
- Marks & Spencer
138 different brands were named, down from 181 last quarter.
A brand had to have 1% of unprompted brand recall to be in the Top 22 brands. Next was the most recalled brand for the second quarter, with 7% of brand recall.
In the top brands mapped in the Fashion Brand Index, the average brand strength score is 102.9, up only ever so slightly from 102.1 in Q1 of 2018. Ralph Lauren takes the crown with the strongest at 157.1, compared to Superdry’s winning score last quarter of 147.4. At the other end of the scale, Topman had the lowest brand strength of our top 22 brands, with only 45.5, mostly thanks to its negative NPS of -9.1%.
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 25th May 2018 - 29th May 2018.